Zebra
E-commerce B2B
About Zebra:
Zebra Technologies is a U.S.-based mobile computing company that specializes in real-time technology to detect, analyze, and take action — commonly referred to as intelligent data capture. Their product portfolio includes mobile computers and tablets, software, thermal receipt and barcode label printers, print and encoding systems, fixed antennas, and more.
Context
Zebra aims to drive and support the commercialization of its products through its robust channel ecosystem. One key challenge is aligning global product strategies with the local realities of each channel partner, especially since many do not have specialized B2B marketing teams.
From Q1 to Q3, the goal was to boost sales of the Zebra Essential line, focusing on transactional sales of hardware and supplies.
Approach
We supported 10 channels spanning from Mexico to Chile, taking into account the complexities of each market and the varying levels of digital maturity across the region for web-based purchases.
An omnichannel strategy was executed following our S.M.A.S.H. methodology, which included creative commercial rationale; building audiences based on potential accounts in each country, specialized by channel; a lead nurturing and automated marketing strategy executed through Marketlogic on behalf of the channel; activation of a regional contact center to follow up on leads interacting with the e-commerce platform and converting them into opportunities supported by pre-sales engineers; and finally, a paid media and organic content marketing program to generate traffic volume and build potential audiences.
Services
- Martech
- E-commerce
- B2B Marketing channel
- Content marketing
- Lead nurturing
- Marketing automation
- Contact center
- Paid media
- Lead management