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Microsoft + TechData

Delivering platform upgrade leads to partner network

The challenge

Distributor, TechData wanted to drive incremental revenue for Microsoft through its reseller community by upgrading reseller Business clients & target audiences to Office 365.

They wanted to launch a co-branded campaign (Microsoft and Partner, Axon) headlining the benefits of the Office 365 services.

Historically, marketing campaigns delivered by reseller partners were either incorrectly or not optimally executed by the reseller partner and TechData was hoping to generate a better ROI through co-delivery with Sherpa.


Key features

  • Through-partner marketing campaign

  • Co-branded vendor proposition

  • Multi-touch marketing campaign

  • Driven by Distributor but managed by Sherpa

Demo resend-1-1
Office 365 pdf page 2 Big


  • A multi-tactic and multi-touch campaign was created and executed with and through Microsoft partner, Axon IT, targeting the audience with social advertising, email marketing, remarketing and inside sales

  • Using the distributor to drive the campaign via marketing funds, the campaign was targeted to Axon IT’s target audience of SMB and fully campaign visibility and ROI reporting was generated for TechData and the Vendor

  • The campaign was delivered both through-reseller and with-reseller, but fully managed by Sherpa

  • Office 365 content and collateral was co-branded to include partner logos, branding and additional value proposition

  • Deliverables included co-branded emails, landing pages, social ads, remarketing ads and co-branded infographics.



"Sherpa understand the dynamics of channel and solutions marketing with experience of working with Vendors, Distribution and Partners. Bringing energy and creativity they are a pleasure to work with."

Sara Gemmell, Marketing Director, TechData

Key stats

social audience reach

Related services


Year-on-year you need more revenue from your channel eco-system. You need tactics that deliver: Channel ABM, syndicated demand generation, intent data campaigns, social selling with channel. All measured with microscopic diligence.


As tech moves to the cloud and becomes subscription-based, partner strategy must adapt. Sherpa are experts in devising global, future proof strategies that position your products & services on a truly global stage.