Building awareness of Westcon-Comstor with crucial channel influencers

Challenge

Westcon-Comstor faced challenges in winning the attention of industry analyst firms, particularly those in the US market, despite being well known in the European and APAC regions. To support the strategic goals of the company, the marketing team recognised the need to build awareness among key influencers and analysts in the US and become a trusted advisor on channel trends. The primary goal of the analyst relations programme was to identify crucial influencers, align messaging to ensure relevance and support successful engagements, and engage tier-one analysts to build awareness of Westcon-Comstor’s evolving offer and go-to-market strategy. Additionally, through one-to-many campaigns, Westcon-Comstor wanted to position key SMEs as thought leaders on adjacent topics, including security and ESG.

Solution

CCGroup recognised the importance of Westcon-Comstor being on the radar of top-tier analysts in the industry and agreed that building awareness with them would benefit the company and should be the programme’s central aim. Thus, the programme was designed to increase interactions with these influencers, including arranging briefings with analysts from the most influential firms, such as Gartner, Forrester, IDC and Canalys, combined with hosting online thought-leadership events on topics including Partner Success, Cybersecurity, Sustainability, and Data and Analytics. Additionally, a monthly newsletter has strengthened Westcon-Comstor’s market presence, which builds broader awareness and ensures that the company remains front of mind for relevant analysts.