Magirus set to drive profits with Treadmill

Lead-generation programme Treadmill making inroads for Magirus

Distributor Magirus is powering its way further into the EMC space with the launch of an initiative it hopes will generate £5m of new EMC revenue within its first 12 months.
The marketing scheme, called Treadmill, is a lead-generation programme based on EMC's backup, recovery and archiving offerings, according to Denise Bryant, EMC distribution manager at Magirus. "We found that resellers get motivated with educational and training programmes, but then hit stumbling blocks because they don't have any decent prospects.
"EMC has been doing its own marketing programmes at the high end, but we wanted to get the EMC message to the SME customers on behalf of our resellers. Through Treadmill we will generate very tight-fitting leads."
She explained that the scheme is called Treadmill because the leads will be continuous. "Our telemarketing agency will chase every lead from our 4,000-strong contact database and continually contact end-users."
Resellers can offer a free File System Analysis to potential customers, which allows them to analyse an end-user's live data, tell them how much they have, where it is stored and how much is duplicated. "Resellers are not just going to potential clients with storage chat, they are able to do a return-on-investment analysis using the clients' live data," said Bryant.
The programme has been piloting for the past three months with eight resellers, including Transam, Kelway, Logicalis and Morse.
Peter Dickinson, EMC business development manager at Transam, said the pilot has been a success. "We have had quality leads and because we did the training programme with Magirus beforehand, we have the skills to implement the technology.
"The leads are focused, unlike other vendor lead-generation programmes. They are targeted with a specific message about ILM."
Magirus sets sights on European expansion