How do you stand out when everyone’s selling the same thing?

The channel partner space is crowded, especially when you’re in communication tech. Lots of brands offering similar solutions means it’s hard for clients to spot why you’re special.

8×8 knew this all too well. They needed to win over channel partners whose growth had stalled, or who weren’t as actively engaged as they could be, with memorable incentives.

On top of that, they’d recently spruced up their look with a fresh visual identity. But a new brand identity doesn’t buy instant credibility or recognition. To really land the new brand, they needed messaging that felt crystal clear, deeply convincing, and impossible to forget – both to channel partners and their customers.

Giving partners stories worth telling (and selling)

Messaging that’s irresistible isn’t plucked out of thin air. We started with in-depth strategy and insight sessions that pinpointed exactly what partners found truly valuable about 8×8. Then we wrapped it all into clear, compelling messaging.

But stories alone weren’t enough. Partners needed to feel excited and motivated to take action. So, we incentivised one of their key channel partners with a campaign: “The Cape is Calling”. And backed it up with multi-channel marketing materials like event signage, personalised merchandise, digital ads, email activity, and animations.

Building on that momentum, we rolled out marketing guides and onboarding kits with best-practice advice – all tailored specifically to reseller and agent partner models. To boost proactive sales action, we designed tailored email nurture and digital acceleration campaigns that kept opportunities warm and 8×8 front-of-mind.

And wherever we could, we pushed the 8×8 visuals at event spaces beyond typical brand assets like flyers and emails – and across incentive programme assets, event spaces and eye-catching digital campaigns.

The impacts

Our marketing assets played a key role in supporting channel partners and strengthening 8×8’s reputation with the channel community.
Our creative campaigns like just look good; they generated pipeline opportunities for 8×8 and earned positive reviews.
Designed once, adapted often – our assets could easily be repurposed for every piece of comms.