Plan a campaign organisations will run

Start with the vendor’s customers

The campaign usually targets customers of the vendor’s service. The organisation acts as the reseller, bringing the offer to them and handling the local conversation.

Choose the service and customer group first. Then agree with the reselling organisations who will receive the campaign and who will follow up.

Keep the brief short

Settle the audience, offer and next step before producing the assets. An example for a local security consultation:

Who it is for

IT managers at customers of the vendor’s security service who need a review.

What they get

A short review of the vendor’s service with their local reseller.

What they do next

Request a call through the campaign landing page.

What to send

An invitation email, a reminder and a matching landing page.

What changes locally

The organisation’s branding, language, sender and contact details.

Who follows up

A named person at each organisation, agreed before the first send.

One message. Room for a local voice.

Keep the vendor’s offer consistent. Let each reseller present it with its own branding and local contacts. Agree what can change before preparing the local versions.

The vendor

Owns the service, offer, approved claims and shared campaign assets.

The organisation

Resells the service, confirms its local details and reviews the campaign before sending.

Make the first send easy

Give organisations the finished materials, a suggested send date and one person to contact for help. Check the customer journey together:

• The same offer throughout

  Email, page and confirmation lead to the same next step.

• The right local details

  Logo, sender, language and contact information are checked.

• A working response path

  Links and forms are tested. Enquiries reach the person handling them.

• Someone ready to follow up

  The local team knows when the campaign goes out and who will answer.

See what was sent. Then what happened.

Record which organisations launched, which customers responded and what the local team did next. Keep those three things separate: an asset downloaded is not a campaign sent, and a click is not a sales conversation.

Ask the organisations that did not send what got in the way. Use that answer to improve the next campaign.