Channel Pro Highlights Solution for Nokia's Channel Strategy

Challenge: Already a leader in consumer market leadership, Nokia, with the introduction of Nokia ES, sought to address the growing needs of the enterprise IT customer and to extend the company's footprint to the B2B market. In this move, Nokia ES tasked Starmark with the development and growth of the Nokia reseller community worldwide so that the company could deliver "extended mobility" solutions to the enterprise and make "mobility to the internet" the key Nokia differentiator among a sea of established competitors in the enterprise IT category.

Solution: While Starmark recommended a multi-tiered approach to meet and exceed Nokia ES' marketing goals, the agency leveraged a singular platform, ChannelPro, to automate the tactics it was recommending. First, Starmark created an online community where global resellers could learn about promotions, customize communications and manage market development funding in one, easy-to-use web presence. Further exploring ChannelPro's capabilities, Nokia executed a series of co-branded outbound communications to generate demand and create leads for qualified resellers.

Results: Using the same software platform that enabled channel partners and resellers to customize it marketing communications, Starmark was also able to manage and measure all program elements for real-time monitoring and data capture. As a result, Starmark helped support growth without losing corporate 'control' over the Nokia brand. In the end, ChannelPro enabled Nokia ES to communicate effectively with both existing and prospective resellers to extend the widely established consumer brand attributes to enterprise IT audiences.