Growing Engagement

Relationships - whether digital or otherwise - are the foundation of B2B partner engagement. At Georgia Power, our Community Development Managers’ success was based on their ability to be the “first call” partner for community growth projects. With 159 counties, how could this small team stay engaged in a meaningful way while solidifying their position as a trusted advisor? I created a partner engagement strategy with the theme of “Stay Connected.” The strategy offered ongoing communication and information-sharing with partners, customized to their stage of community growth. In addition to industry events and presentations, webinars, and other initiatives, below are examples of how we used technolog to broaden our reach and deepen connections. The results were a 43% increase in digital engagement among this audience and an increase in organic leads generated through the campaign.

Customized Landing Pages

Each relationship manager had a customized landing page that provided easy access to them and their services. Links and QR codes were included on collateral, promotional items, and more. Engagement among target audiences - prospects and new relationships - was high, with this page being the top entry point to our website among those segments.

Relevant Content for Each Stage of the Journey

Different customers need different content based on where they are on their growth journey. To position our team as thought leaders and to generate project leads, we created and shared journey-specific content through targeted e-mail and social media campaigns. In a six-month period, we saw a 22% increase in conversions from e-mail to contact form completions from this content. The example on the right targeted community leaders who needed additional guidance when preparing to market their community to a prospective business. Metrics proved that these resources were visited repeatedly among this segment.

Engaging Education

How can you add value to products and services while also staying connected to customers?Our Whiteboard Wednesdays kept our team on the forefront of our customers’ minds. These topic-specific videos provided educational content that positioned our team as thought leaders, with cross-promotion of our services. This series evolved into virtual and in-person multi-day user conferences that solidified our position as trusted advisors.