The Story
Google Cloud launched Gemini, its advanced AI model, across key European markets including Germany, Spain, Italy, France, Portugal, and the UK. To maximise the impact and adoption of Gemini, Google recognised the crucial role of its trusted partners in these regions. Chesamel was brought in to empower these partners, transforming them into effective advocates for Gemini and enabling them to drive local engagement and generate new business opportunities for Google.
The Challenge
Google’s Gemini launch presented a significant opportunity, but unlocking its full potential required a strategic approach to partner enablement. The core challenge was to equip Google’s partners with the resources, knowledge, and tools needed to successfully organise local events and build a robust sales pipeline. This involved addressing several key areas:
- Localisation: Ensuring all content and messaging resonated with local audiences across multiple countries.
- Effective Communication: Providing partners with ready-to-use email and telemarketing strategies.
- Consistent Branding: Maintaining unified brand messaging across all partner activities.
- Lead Generation: Enabling partners to effectively generate and nurture leads for Google.
Our Approach
Our strategy focused on comprehensive partner enablement and a multi-faceted outreach plan. We onboarded all nine partners through regular calls, equipping them with the knowledge to host successful GenAI events. A key tool was a detailed partner playbook, which included extensive localised content translated by Chesamel’s freelancers.
To simplify their marketing, we provided pre-written email sequences, social media posts, blog templates, and sales scripts, ensuring consistent messaging. Chesamel also created co-branded marketing assets, making materials immediately ready for use. Innovatively, we introduced a targeted telemarketing component. This involved acquiring curated customer data, developing a specialised telemarketing kit, engaging experienced telemarketers, and implementing an integrated follow-up strategy to nurture leads from earlier email campaigns.
The Result
The “GenAI at Work – Partner Event Series” successfully empowered Google’s partners, driving significant engagement and leads:
- Content Localised: We translated 12 ebooks, 24 documents, and 44 videos across 5 languages.
- Extensive Outreach:
- 11,053 contacts were targeted with 5 emails across 9 partners.
- 879 calls were made to the target audience.
- Successful Registrations: A total of 136 registrations were delivered across all partner events.
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