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Palo Alto Networks

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Read on to explore the Buzz Days Case Study.

The Challenge

How to find an alternative way to continue to building pipeline in a pandemic

Our client, Palo Alto Networks, largely relied on in-person events and sales call-out days to generate new business opportunities. These stopped instantly as a result of the pandemic and lockdown. Thus creating an urgent need to find alternative ways to generate the sales leads required.

Channel partners traditionally run sales call-out days on their office sales floor. The sales reps are hitting the phones, sending emails and posting to social media to try to generate as many sales opportunities as possible.

These days are highly competitive, offering prizes for achieving the highest number of calls made, creating the most leads, and generating the highest quote.

We had already been working with our client on a PAN European campaign, to launch a new programme to its channel partners. Sales call-out days were included as they were proven to create pipeline. When the pandemic hit, and the country went into lockdown this element of the campaign was no longer possible. Our client asked us to come up with an alternative solution. One that would generate the required sales leads and pipeline. But, had to run virtually as everyone was working now from home.

The Solution

Creation of a virtual call-out day to continue generating revenue and sales engagement

We created an entirely new concept of a virtual call-out day. It used a social wall to generate engagement to fuel competition with the remote sales team. While enabling us to track all the leads generated to prove the return on investment.

We branded this solution Buzz Days and positioned it as a virtual call-out day. All centred around a social wall to increase team engagement and competition, even whilst working from home.

Our buzz days:

  • Create focused sales activity with pre-defined target data, objectives and metrics.
  • Raise awareness of our client and participating channel partner through targeted call outs, emails and social media activity.
  • Generate tangible results which are proven through comprehensive tracking and reporting of leads generated.
  • Enable our client and participating channel partners to determine a clear return on investment.
  • Provide an activity report for each sales rep. Enabling management to identify the most engaged individuals and any that may need some extra support.
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The Result

Exceeded on the estimated ROI with continuation into FY22 and futureproof for hybrid working

We successfully ran 15 Buzz Days in Palo Alto Networks’ FY21 with a variety of channel partners across Europe.

Our Buzz Days have allowed Palo Alto Networks to continue to win new customers and build new pipeline through their channel partner community in the most challenging of times.

In fy21:

  • 15 Buzz days we delivered for palto networks

  • 140 Leads generated

  • $2 Million+ generated in the pipeline

Our Buzz Days overachieved on the estimated ROI and Palo Alto Networks are continuing to use this solution in FY22 following the strong results delivered in FY21 with two Buzz Days confirmed for September 2021.

The solution has also proven to be futureproof in that it can also be used in a hybrid way for companies that are starting to return to work but for whom some staff are still remote working. It can also support a fully in-person call out day as the social wall can be displayed on the large screens on the sales floor. This ensures the sales leads are all properly recorded and reported on, which was often a challenge on in-person days.

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Testimonials

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“The professionalism, creativity, and fast response time of The Essential Agency have made them our trusted digital marketing partner for the past six years. Their deep understanding of our company and solutions has been instrumental in their invaluable contributions to our marketing projects. The Essential Agency truly stands out as a top-notch agency that consistently exceeds our expectations.”

Sharon Levin | Customer Advocacy Marketing Manager
Radware

“The Essential Agency has created consistently great content for us. It is always exceptionally well written, skilfully tells our story, engages our key audience and, most importantly, get us results.”

Sitara Duggal | Marketing Manager
Balloon One

“The Essential Agency is my go-to team of experts. Thanks to them we have an established and increased presence in our industry. Essential’s focus on creating the best content for us has seen our reach and influence grow massively. Their proactive approach to all of our marketing, confirms that they are the ideal partners for us.”

Randy Provence | Digital Marketing Manager
StayLinked

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