B2B MARKETING
How partnerships unlocked new business for Housecall Pro.
Housecall Pro is a cloud-based field service management app for service professionals to automate their workflows. Housecall Pro wanted to expand its client base by launching new features targeted to bigger companies than they previously serviced. They needed to increase new subscriptions quickly in order to prove return on the investment in this strategy.
TASK
Expand to bigger businesses
Besides launching the new features we needed to create new channels to get in front of bigger businesses in the most technical home service industries. I was tasked with creating new partnerships to reach a whole new audience of business leaders and then craft campaigns to secure new subscriptions quickly.
ACTION
Launched a new suite of features, forged partnerships, and activated affiliates.
I wrote and pitched our news release to targeted vertical publications.
Negotiated a partnership with the largest association in one of our key markets, the Air Conditioning Contractors of America. I crafted the messaging and orchestrated the landing page to get in front of the 75,000 highly engaged members of this association, who are also pre-qualified leads in an industry that we know will have a high lifetime value for the organization.
Realizing that outside messengers are key in winning credibility in these highly technical fields, I launched an influencer and affiliate program. The new program meant bringing together a cross-disciplinary team to cultivate celebrities within these fields and collaborating with these affiliates on content for their audiences. I managed the creation of the individual partner pages. Then I created a creative social media campaign to activate our partners and their audiences in a fun way that secured attention as well as intention.
RESULTS
Hockey stick growth and thought leadership opportunities
Increased the number of qualified leads in the pipeline immediately. Influx in traffic, demos, and subscriptions attributed to this new partnership program. The new partnership also opened up new key thought leadership opportunities, and speaking engagements to elevate our profile in front of our key audience. The social media contest helped us onboard new affiliates and influencers, while building awareness across industries and increasing our contact list size substantially.
