Download TIG Canada Penetrates New Market With Assistance From The

“I wouldn’t change anything
about the program we ran with
The Channel Company. As soon
as the next round of funds
come in, we’ll want to do more
work with them.”
— Shannon Peck, marketing
coordinator, TIG Canada
TIG Canada Penetrates New Market With Assistance
From The Channel Company
International solution provider Technology Integration Group (TIG) has consistently delivered innovative
technology solutions to government agencies and educational and SMB markets for 33 years. When the
Canadian arm of this leading systems integrator wanted to enter a new market, the Dell Premier Partner
turned to The Channel Company to accelerate its efforts.
CHALLENGES
• Gaining traction in a new market
• Creating demand for storage solutions across focused vertical markets
• Educating prospects about the benefits of the Dell PowerEdge FX platform
• Setting sales-qualified appointments for TIG Canada sales representatives
To further its goal of bringing innovative IT software and solutions to customers worldwide, TIG acquired
Ottawa-based Itex Enterprise Solutions in 2015. The integration of the Canadian solution provider into TIG’s
expanding portfolio was a natural fit, given its expertise in virtualization, disaster recovery and data center
consolidation. Itex’s strong presence would enable TIG to broaden its footprint in the Canadian market.
To accomplish this goal, TIG Canada needed to choose a technology partner and marketing services agency
to lead the charge. Based on its strategic relationship with the technology leader, the Dell Canada Partner
of the Year chose to drive demand for Dell storage products. Dell provided TIG with co-marketing funds
and offered a choice of two marketing services agencies. TIG Canada selected The Channel Company
because of its broad portfolio of services.
The Channel Company assembled an experienced team to design and deploy a custom marketing program
targeting the TIG “green field” of the greater Toronto area.
Shannon Peck, TIG Canada marketing coordinator, reports, “The team was great—really friendly, easy to
work with and flexible. We had lots of questions and requirements, and The Channel Company addressed all
of our needs while providing a lot of ongoing communication.”
The comprehensive strategy leveraged custom content to engage and educate prospects. The Channel
Company developed a blog series to address storage pain points and inform readers of Dell’s PowerEdge
FX platform benefits and an animated video for use as a promotional tool in customer meetings.
The telemarketing provided TIG Canadian sales reps with sales qualified appointments to uncover new
demand for Dell storage solutions.
RESULTS
Still in its infancy, the TIG Canada marketing program already has resulted in a new prospect meeting—with
many more anticipated.
Peck reports having received excellent feedback internally as well. “We launched the video during a sales
meeting, and everyone thought it was great! It was the first time we’ve ever done something like that,”
Peck shared.
For more information
508.416.1175
[email protected]
Since the program’s launch, the experienced marketing professional has created a YouTube channel
to house the video. All outbound emails now include a link to it, and the video is now featured on the
company’s U.S. and Canadian websites. TIG reports that additional campaigns are being developed to
leverage this highly successful asset.
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CUSTOMER SUCCESS STORY
SOLUTION: Integrated Marketing Campaign Strategy
• Creation of custom content
• Target market list segmentation and build
• Telemarketing for conversion of prospects to sales-qualified leads