Building Partner Marketing Success for Tech Data Across 18 Countries

Tech Data is one of the world’s largest IT distributors. As a global enabler of technology solutions, they provide logistics, support, and value-added services for some of the biggest tech names in the world, including Cisco, Apple, HPE, IBM, Microsoft, and Symantec.

With great size comes great complexity, especially when it comes to standing out in a competitive market, activating partners across multiple territories, and communicating the value of cutting-edge technology solutions.

The Challenge

Tech Data was looking for a long-term partner to deliver bold, multi-territory campaigns and digital experiences that would drive measurable results across their partner ecosystem.

Over the years, we’ve tackled a range of strategic and tactical challenges with them, including:

• Reinventing the partner experience at flagship industry events like Microsoft Inspire. 

• Coordinating and localising pan-European campaigns for HPE and Aruba products. 

• Driving engagement and awareness across digital channels like LinkedIn and Google Display in 18+ countries. 

• Translating successful US campaigns into relevant, high-performing EMEA activations.
  
  
• Building rich pipelines of leads and insight to inform future strategy. 

Each brief came with its own complexity, whether it's working with fragmented data, short timeframes, new product lines, or brand-new vendor relationships - but our job remained the same: make Tech Data and their partners impossible to ignore. 

Over the past decade, we’ve become a trusted, strategic partner to Tech Data, particularly their HPE Solutions team, serving as an extension of their internal marketing teams across Europe. 

Here’s how we do it: 

Strategy that Wins Budgets 

We work closely with senior Tech Data executives to co-develop marketing strategies that win HP budget on a quarterly basis. These strategies are built on insights, aligned to business goals, and designed to drive measurable engagement from new and existing partners. 

Pan-European Campaign Activation 

We coordinate and execute quarterly lead generation campaigns across 18 countries, working hand-in-hand with local marketing execs to tailor messaging, formats, and channels to each territory. We manage everything from campaign setup and audience targeting to asset creation and performance optimisation.  

Creative, Multi-Format Content 

From hero campaigns and videos to infographics, whitepapers, and sales enablement tools, we build content that educates, engages, and converts. Campaigns regularly include ABM strategies, digital experiences, and interactive tools, such as the standout “What’s Your Number?” business predictor tool used at Microsoft Inspire.  

Digital Experience & Web Development 

To support their campaigns, we also developed the HPE version of the Tech Data European website hub. Built in EPiServer, the platform includes 17 tailored variants across Europe and continues to serve as a destination for partner enablement, resources, and campaign content. 

Paid Media & Social Activation 

We run campaigns across LinkedIn and Google Display, including retargeting strategies and regular testing of messaging and ad formats. These efforts not only drive traffic to the HPE website but also fuel sign-ups for webinars, in-depth sales meetings, and product education sessions. 

Event Reinvention at Microsoft Inspire 

When Tech Data wanted to reimagine their stand experience at Microsoft Inspire, we swapped ‘mix and mingle’ for value-driven interactions. We launched the Enablement Clinics - a branded experience where delegates used our interactive “What’s Your Number?” tool to forecast business growth based on investment in next-gen tech. The result? A pipeline of rich, qualified leads and deeper conversations with partners. 

Adapting Global Campaigns for Local Success 

We were also tasked with localising a successful US campaign for Intel’s retail solutions, right in the middle of the COVID-19 pandemic. With limited UK data, we built fresh LinkedIn audiences from scratch, created new campaign assets, and tested everything from carousel ads to InMail to drive awareness and engagement across the UK retail sector. 

Across multiple years, multiple product lines, and multiple countries, our work with Tech Data has delivered real business impact.

Some highlights include:

Lead-rich campaign tools:

Like the business predictor experience at Microsoft Inspire, which generated detailed insights on partner readiness and buying intent. 

Top-tier engagement:

From decision-makers at companies like Tesco, Sainsbury’s, Marks & Spencer, Costa Coffee, Boots, Asda, and more. 

High-performance LinkedIn campaigns:

InMail open rates hit 47% from 2,700 sends - a huge win for a cold audience and a brand-new vendor relationship. 

Retail audience success:

The top five engaged job titles for one campaign included store managers and operations leads - exactly the people Tech Data needed to reach. 

Tactical learning:

Our approach to campaign segmentation and experimentation gave Tech Data valuable insight into audience behaviours across EMEA, enabling ongoing optimisation. 

More broadly, our work has helped Tech Data: 

• Consistently win quarterly HPE budget. 

• Increase partner engagement across 18+ countries. 

• Improve the performance of digital campaigns across social and display. 
  
  
• Deliver scalable, repeatable campaign frameworks that can flex across new product lines and partner types. 

Working as Tech Data’s agency partner means understanding a complex ecosystem, responding quickly, and delivering strategies that create real impact. From one-off launches to pan-European rollouts, we’ve built campaigns that win budget, engage partners, and generate measurable results.

After more than a decade of partnership, our work continues to help Tech Data stand out, drive growth and strengthen their position as one of the world’s leading IT distributors.