SAS had no shortage of marketing capability, only no way to put it into the hands of partners who would use it on their own behalf.
The ask
SAS saw the channel as a source of additive, scalable growth, and needed a partner marketing engine to generate leads, build pipeline and drive revenue through partners.
Its existing partner portal held content and managed access, but had never been built to run campaigns under a partner’s brand. The new platform had to complement the systems SAS already ran, not absorb them. Five vendors were evaluated against that.
The impact
- Half of active partners generated leads through the platform in its first twelve months.
- Around 40% of all channel leads came through Unifyr in peak months.
- A marginal cost per lead approaching zero, because partners run the campaigns themselves.
- Steady month-over-month growth in the number of partners producing leads.
“Within 14 months of launch, SAS partners were generating as many leads in Unifyr as were being generated by SAS themselves. This has helped scale growth and efficiency at SAS, a leader in trusted Data and AI solutions.”
Stephen Yeo, Global Channel Marketing Director, SAS
The solution
SAS builds each campaign once, as a template, and partners run it under their own name into their own market. The partner brings the relationship; SAS brings the marketing. Unlike direct demand generation, the cost of the next lead does not rise with volume.
If you are weighing the same problem, our channel marketing software is where this capability lives, and partner enablement covers the readiness work that makes partners able to use it.