Truth it is one of the leading global companies specializing in data storage and management software, with a strong presence in backup solutions. In Latin America, its commercial operation combines a specialized internal team with a robust ecosystem of over 500 registered partners, including 80 qualified partners and 9 active distributors.
CHALLENGE
How to scale cooperative marketing results in a complex regional operation
The Veritas LatAm Marketing team works with cooperative investments alongside the channel. The challenge was to optimize the return on these investments, avoiding isolated and poorly integrated actions, and creating a coordinated regional strategy capable of generating scale, operational efficiency, and greater commercial impact for distributors and partners.
SOLUTION
A structured, integrated, and performance-driven cooperative marketing operation
The Thrush became Veritas's partner for the activation and management of this marketing operation, assuming the coordination of investment flows with partners and distributors and the creation of digital solutions focused on demand generation and brand relevance.
The strategy included:
- Consolidation of investments in a model crowdfunded regional
- Geolocation of global content for the Latin American audience
- Activations in Portuguese and Spanish, respecting regional particularities
- Planning and execution of channel-focused digital campaigns and events
Lead generation campaign focused on Backup Exec 21
One of the first initiatives was a digital campaign focused on Backup Exec 21, targeted at mid-sized companies. The objective was to generate qualified leads through the distribution of rich content on LinkedIn, highlighting the solution's differentiators.
The messages were designed to support the audience through critical challenges of the era, such as accelerated virtualization and the need for operational continuity in remote work environments, while presenting a practical approach to building a consistent backup strategy.
Robust content segmented by context of use
The campaign arguments were adapted for different profiles and channels, addressing themes such as:
- Ransomware protection
- Vulnerabilities in cloud environments
- Security requirements for remote work
- Availability benefits and risk reduction
- Benefits of extended free trials
The materials were activated in paid media on LinkedIn (Sponsored Ads and InMail), in addition to organic media on social networks and WhatsApp, shared directly by distributors and partners.
Active channel engagement from the beginning
The distributors were involved from the conception of the campaign. The strategy was presented in online meetings in Portuguese and Spanish, with continuous spaces for Q&A and commercial alignment.
To ensure operational flow:
- WhatsApp groups were created for support throughout the campaign
- Materials became available for reuse on the PMC platform
- The channel was constantly encouraged to act in organic promotion and lead qualification
APPLIED SOLUTIONS:
- Direct interface for channel alignment and engagement
- Media Planning and Audience Targeting
- Rich content (ebook)
- Ad variations for LinkedIn
- Organic content (social media and WhatsApp)
- Nutrition flow support emails
- Continuous performance optimization
- Lead management support
- Final results report
RESULTS
(Measurable performance in 45 days of activation)
- 270 million impressions on LinkedIn ads
- Average CPC for R$5.70
- 176 stratified leads
- 25%: Lead Conversion Progress, resulting in
- US$50 per business opportunity
In addition to the numbers, distributors and partners highlighted the value of the model crowdfunded, which brought greater efficiency, strategic clarity, and better utilization of regional investments.
Testimonial
“The organization regarding deadlines and timelines is a differential that surprised us a lot.
I just have to thank you for always helping us in this process. We have always received a lot of attention and dedication.”Amber Alomoto
Marketing Campaign Manager for Partners & Distributors – Veritas Latin America
