Globpar, also known as Global Online Partners, helps SAP value-added resellers and technology partners extend delivery capacity through private-label SAP services. Its offering is built for partner organizations that want to take on more SAP work without expanding internal delivery teams at the same pace.
For this engagement, the focus was on building awareness, engagement, and qualified interest across SAP VARs and adjacent cloud partner ecosystems, including SAP partners working across AWS, Google Cloud, and Microsoft Azure environments.
Globpar was operating in a highly specific partner ecosystem where generic demand generation would not be enough. SAP VARs and cloud partners already had established delivery models, existing partner relationships, and internal assumptions around outsourcing, freelancers, and delivery risk.
The Smarketers built the campaign around Globpar’s core SAP VAR audience and extended it into relevant cloud partner segments. The strategy mapped accounts by partner type, SAP relevance, delivery capability, geography, likely service needs, and buying committee roles.
The outreach was structured around three buying committee clusters: initiators, decision-makers, and evaluators. Each group received messaging aligned to its role in the partnership conversation, whether the focus was revenue growth, delivery capacity, project execution, technical quality, or risk management.
For high-value accounts, the team developed deeper one-to-one personalization with account-specific messaging, custom landing pages, and dedicated pitch narratives.
For the broader partner audience, one-to-few sequences were built around shared pain points such as SAP migration demand, delivery bandwidth, talent availability, implementation support, and private-label growth models.
The campaign combined multi-touch email outreach with LinkedIn relationship-building. Email helped test message-market fit across SAP, AWS, Google Cloud, and Azure partner tracks, while LinkedIn supported warmer engagement through connection requests, profile activity, InMail, and persona-specific messaging.
The Smarketers created a broad set of campaign assets, including persona-specific decks, landing pages, email sequences, LinkedIn messages, eBooks, whitepapers, account research dossiers, competitor analysis, and campaign tracking infrastructure. These assets gave Globpar a stronger foundation for continued partner marketing beyond the initial campaign cycle.
Beyond execution, the campaign helped identify what needed to be strengthened for future scale. The strongest insights came from comparing engagement across partner segments, observing where conversion dropped, and identifying the infrastructure gaps limiting attribution and lead capture.
The campaign successfully established a structured ABM foundation for Globpar in the SAP partner ecosystem. It helped move the company from broad partner outreach into a more targeted, insight-led, and persona-specific campaign model.
