Project: Strategic Partner Marketing and Enhanced Experiences

Objective: Drive Targeted Lead Generation and Deepen Partner Engagement through Optimized Marketing Strategies.

Summary

At zPaper, a platform facilitating the exchange of healthcare documents among patients, providers, and pharmaceutical Hub organizations running patient assistance programs, the primary clientele comprised Salesforce and ServiceNow ISV partners. While many partners approached zPaper to address a perceived "fax" challenge, the platform’s capabilities spanned beyond, offering automated document journeys across multiple exchange channels. Recognizing the broader potential of zPaper and its value when integrated early in a healthcare CRM transformation project, I spearheaded an initiative to optimize its positioning within the partner network.

Challenge

ISV partners often viewed zPaper as merely a solution to a "fax" issue, overlooking its holistic document journey capabilities. Furthermore, zPaper's in-depth integration potential was frequently untapped, as partners generally approached us later in their healthcare CRM transformation projects.

Solution

• Data-driven Storytelling: I consolidated data from successful opportunities to curate a compelling narrative, highlighting zPaper's extensive capabilities for Salesforce.
• Content for All: Considering our product's technical nature, I created content tailored to both non-technical and technical audiences. This content spanned across the sales funnel stages, ensuring comprehensive understanding and engagement.
• A secure, Web-based, and user-friendly partner portal consisting of:
• Interactive product tours oriented around key healthcare document management challenges and use cases.
• Sales battle cards, eBooks, data sheets, solution questionnaires, guides, and prospecting tools.
• A chatbot offering a guided sales discovery experience and access to other sales success resources.
• Events & Webinars: Interactive web guides, previously mentioned, were leveraged at major events such as Dreamforce and HIMSS to provide in-depth platform walkthroughs tailored to specific use cases. Additionally, I coordinated webinars with Salesforce ISVs.
• Engaging Content & Collaboration: A series of emails highlighting new product features, walkthrough videos, and recurrent webinars were launched. These were accompanied by personalized walkthrough offers and "sales brainstorming sessions," assisting partners in positioning our evolving product suite effectively with their clients.

Results

The multifaceted approach resulted in a significant 60% surge in revenue through the partner channel. The partner portal, in particular, garnered praise, with partners commending its utility in accelerating sales cycles and appreciating the ready access to product information and tailored chat support.