Avnet Hall-Mark Has 3D Vision

The distributor wants to help solution providers penetrate three areas identified by HP: server, storage and software consolidations; network, storage and enterprise management; and business continuity, said Eileen Gibson, vice president of marketing for the HP business unit of Tempe-based Avnet.

The marketing program, called 3D, was unveiled to solution providers at Avnet's annual HP Executive Breakaway event earlier this month.

Instead of creating specific campaigns, Avnet aims to help solution providers build larger marketing strategies to penetrate customer accounts in those three areas, Gibson said. "We provide the resellers with a framework for marketing, identifying opportunities, creating leads and producing the tools, collateral and marketing to report back the results," she said.

HP's PartnerOne channel program requires solution providers to create quarterly business agendas, which will serve as the foundation for 3D, executives said. "We're executing on those plans, helping resellers take a strategic view of what they're trying to do to support their own business agendas," Gibson said.

Under the 3D program, Avnet helped Dallas-based solution provider BlueLine Services reach new customers through direct mailers and telemarketing services. "It's great for us. We're a sales company. We manage our installed base," said Bill Towe, president of BlueLine. "Avnet was able to streamline what would've been months of work for us. It's phenomenal. It's like we have an in-house marketing team."

Under 3D, BlueLine has received 21 leads and closed two deals so far, Towe said, adding that the solution provider even regained one customer account that had grown cold. "[Avnet's marketing staff raved about us," Towe said. "Since then, we've been back in business with them."