Securing Reseller Opportunities for Barracuda MSP

Business deal partnership

The Client

Intronis MSP Solutions by Barracuda provides security and data protection for businesses, delivered exclusively through the IT channel. Intronis enables Managed Service Providers to centrally deploy and manage a broad portfolio of services protecting business-critical files, folders, email, applications, and servers, locally and in the cloud through a rebrandable console that integrates with major RMM and PSA tools. MSPs benefit from fixed pricing plans and partner enablement tools that help MSPs accelerate growth and profits through BaaS, DRaaS and online security services.

The Challenge

Barracuda Networks were faced with the challenge of launching a new MSP division
in EMEA as a result of their recent acquisition of Intronis. Starting from scratch
with an aim to recruit new MSPs they needed to build a pipeline of business and
understand the demands and requirements of the EMEA MSP community. With
an initial focus on the UK it was essential to identify new business opportunities
with UK MSPs and understand the best channels and methods to target and
communicate with them.
Generating demand and building a sales pipeline required the following stages:
• Establish a target database of MSP prospects in order to develop an MSP
partner base for the UK
• Deploy the right mix of lead generation and marketing activities through
relevant MSP publications and install an inside sales capability with specific
industry knowledge to secure demo appointments and end user meetings
This decision was made to enlist the support of a sales and marketing agency
with expertise in the EMEA data centre,

The Solution

After evaluating several agencies Intronis selected Go Demand based on their
industry expertise, modern sales approach and flexible project options. Go
Demand set about developing an initial 6-month plan of inbound marketing
communications delivered through an online and print publishing company
carefully selected for their ability to reach senior decision makers in the MSP sector.
The campaign was structured to deliver far reaching brand awareness combined
with focused lead generation components which fed a pipeline of opportunities
that Go Demand qualified through telemarketing from their UK call centre.

he overall campaign consisted of the following core components:
• A planned delivery of syndicated white paper & thought leadership content
• Online customer surveys providing insight & automated lead qualification
• Web banner placements, online & print advertisments, editorial content
• Intronis executive Q&A articles, online demo appointment setting
• Managed Services & Hosting Summit event participation
• Guarenteed qualifed lead count and appointment setting delivery
Go Demand managed the entire program providing a clear and detailed plan
with real-time campaign reporting provided through a bespoke client online
SharePoint facility.

The Outcome

A primary objective was to secure online demonstrations of the Intronis MSP
Solutions portfolio with established MSPs and IT reseller companies looking to
extend their offering to include managed backup, security and disaster recovery
services. Go Demand’s telemarketing team worked from the lead output of the
online campaign combined with opportunities provided by Intronis and were able
to meet and exceed agreed monthly online demo setting targets. The marketing
team at Go Demand went beyond expectations assisting with graphical design and
copy writing to ensure that Intronis staff could focus on messaging development
and in-house campaigns.

What the client said

“A successful sales campaign is dependant on good quality prospect data
and a sales team able to lead a credible business focused conversation that
demonstrates knowledge and insight of the customers business drivers. Go
Demand have more than excelled for us in these key areas”
Jason Howells
Director EMEA, MSP Business – Intronis