B2B Marketplace Platform

Transforming Partner Ecosystems

by Fernando Godoy

Project Overview

The Intel Solutions Marketplace, later rebranded as "Intel Partner Showcase," was a pivotal Business-to-Business (B2B) platform designed to promote Intel's vast partner ecosystem. This platform created an end-to-end showcase for a diverse range of partners, from Hardware Manufacturers (ODMs) to Service Providers, Solution Providers, System Integrators, Cloud Providers, Software Developers, and Software Vendors.

It served as a centralized hub where partners could create their own homepages to feature their solutions, benefiting from Intel's extensive marketing initiatives during product launches, editorials, training, and partner-to-partner promotions. This effort required close alignment across Intel's Marketing, Business Unit Marketing, Account Managers, and Partner Marketing teams.

The Problem Before

Prior to the Intel Solutions Marketplace, Intel's partner promotion efforts were fragmented and inefficient. The landscape was characterized by:

  • Disparate "Walls of Logos": More than 10 different, unintegrated "walls of logos" existed across various platforms.
  • Lack of Integration and Flexibility: These existing solutions offered no integration with each other and lacked the flexibility needed to truly showcase partners' diverse solutions.
  • No Data or Analytics: There was a significant absence of data and analytics, making it impossible to track performance, measure engagement, or understand partner and customer behavior.
  • Poor Content Update Mechanism: Updating content was cumbersome and inconsistent, leading to outdated or irrelevant information.
  • No Integrated Lead Generation: Critically, there was no integrated lead generation mechanism, meaning potential customer leads were not captured or delivered directly to partners.

This fragmented approach hindered Intel's ability to effectively promote its ecosystem and provide tangible value to its partners and end-customers.

Growth Metrics: Partners & Leads

The B2B Marketplace Platform demonstrated significant growth, rapidly expanding its partner base and generating a substantial number of qualified leads over a five-year period.

Number of Partners on Platform

Number of Qualified Leads Generated

+2M

Annual Page Views

(across the Marketplace platform)

Platform Main Purpose

The primary objective of the Intel Solutions Marketplace was to establish a dedicated, dynamic space where Intel's diverse partners could actively promote their solutions. This involved:

  • Partner Homepage Submission: Empowering partners to create and manage their own detailed homepages, showcasing their specific solutions and expertise.
  • Intel Marketing Promotion: Leveraging Intel's extensive marketing channels to amplify partner visibility through:
    • Product launches
    • Editorial content
    • Training initiatives
    • Partner-to-partner promotion
  • Cross-Team Alignment: Ensuring seamless collaboration and strategic alignment between Intel Marketing, Business Unit Marketing, Account Managers, and Partner Marketing teams to maximize promotional impact.

Ultimately, the platform aimed to create a robust, integrated ecosystem that drove mutual growth and innovation.

Key Events & Initiatives Developed

Throughout the platform's lifecycle, several high-impact events and initiatives were developed to drive engagement and generate significant results:

Digital Signage Ecosystem Promotion (Asia)

A targeted promotional campaign focusing on the Digital Signage ecosystem in the Asian market, which successfully generated 200 qualified leads during the promotion period.

Digital+Local Event for Cloud Solutions (China)

An innovative hybrid event designed to promote Cloud solutions in China, resulting in 300 qualified leads during its active promotion.

Partner Traction Initiative

A strategic initiative focused on increasing partner engagement with the platform, leading to a notable 20% growth in active partners.

IoT Partners Editorial Promotion

Ongoing editorial promotions for IoT partners, highlighting approximately 20 partners per quarter, each generating an average of more than 20 leads.

These events underscore the extensive collaboration required between Intel's marketing teams and various partner marketing and regional partner manager teams to achieve significant market impact.

My Role & Impact

My responsibilities spanned across strategic oversight, technical implementation, and user experience enhancement, ensuring the platform's success and continuous improvement.

  • Strategy & Program Oversight: Responsible for overseeing the overall strategy of the platform, including close alignment with the Program Manager from 2019 to 2022.
  • IT Implementation Liaison: Worked closely with IT teams to guide and oversee the technical implementation of the platform.
  • Regional Business Development Support: Collaborated with regional business developers to implement local activities and promotional campaigns on the platform.
  • UX Program Management: Had a dedicated assignment to cover UX program management, leading efforts to improve user experience based on direct partner feedback. This included working with an external agency and IT for the implementation of a new homepage and solutions template for partners.
  • Analytics Implementation & Dashboard Creation: Led the implementation of Adobe Analytics for the platform. Created comprehensive Analytics Dashboards for various stakeholders (executives, partners, internal teams) to provide insights into website health, lead generation funnels, and user experience.

My role was instrumental in transforming a fragmented approach into a cohesive, data-driven B2B marketplace that delivered measurable value to Intel and its partners.