VMware Puts Content First and Scores a Virtual Win - Event Marketer

VMware Puts Content First and Scores a Virtual Win

DB_VMWarre_2012 Book
Agency: ALTUS 365
Year: 2012

VMware wanted to showcase its newest solutions to sales engineers, executives and marketers, so the virtualization and cloud infrastructure builder created a virtual platform that put its visitors’ needs on the top of the list. VMware’s Cloud Infrastructure Partner Launch combined on-demand media in multiple languages to give its partners the flexibility to watch the content when it was most convenient for them.

VMware took a content-first approach to its interface, which made it easy for virtual visitors to find what they needed quickly. The program was designed to help partners participate in sessions tailored to their job role and business needs. During the three-day program, the company delivered more than 50 presentations, each in 30 minutes or less, and held 40 discussions in three languages.

The company offered visitors a bevy of learning tools—discussion groups with VMware partner readiness and product experts, and a mobile app that enabled users to view sessions on their mobile devices, to name just two. And to make sure participants were fully equipped with information about products, VMware provided them with transcripts of the sessions. But it wasn’t all technology and no fun. VMware added a game component that encouraged partners to interact with the platform and find answers to questions about the new solutions.

The launch extended the global reach of VMware’s partner enablement initiatives with more than 11,700 registrations and more than 5,600 unique users representing more than 6,000 companies and 120 countries. When asked, 96 percent said they would attend in the future, and 91 percent claimed that the platform content and resources would be helpful to position and sell their new solutions. On social media, VMware increased its friends by three percent with 50-plus tweets a day and a two percent increase in partner followers.

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