8x8 Channel Marketing Strategy Case Study

This case study details the collaboration between 8x8 and Informa TechTarget, focusing on the use of the Priority Engine platform to enhance channel marketing efforts. Daniel Streeter, Channel Marketing Manager at 8x8, outlines his role in enabling channel partners to generate sales-qualified leads through various marketing strategies, including multi-channel and social media approaches. The document describes the challenges faced by 8x8 in differentiating their marketing efforts and the need for a data-driven solution. By leveraging intent data from Priority Engine, 8x8 has empowered its channel partners to identify and engage target accounts effectively. The results indicate a 20% increase in conversion rates and the generation of $1.5 million in new monthly recurring revenue opportunities. The case study emphasizes the importance of data in marketing and the positive impact of a structured enablement process for channel partners.