Challenge
Inevidesk previously exclusively sold directly to the architecture, engineering and construction (AEC) sectors since its launch in 2020. However, in June 2024 the VDI challenger expanded its sales strategy and entered the channel alongside its first strategic partner Scan, giving MSPs and resellers an alternative to the big tech vendors.
To support this shift in strategy, Inevidesk asked The Flywheelers to refresh its messaging for this new audience, amplify the news of the launch of its channel partner programme, and showcase its expertise in the channel to attract more partners alongside end-user customers.
Approach
The Flywheelers worked with Inevidesk to reposition its direct sales messaging to highlight the value of its platform to resellers and MSPs and communicate why they should consider Inevidesk over other players in the VDI space.
We then worked closely with Inevidesk’s co-founders to develop a comms strategy that would bring these new messages to life and raise awareness of Inevidesk’s presence in the channel. This included:
- Media relations: Built a pipeline of news to demonstrate the momentum behind Inevidesk’s new offering. This started with the launch of the channel programme with its first strategic partner Scan, a momentum news piece announcing three new partners (Totality Services, Logicle IT and WIT), and news of the expansion of its product suite. For each news item, we reconnected with channel journalists to demonstrate Inevidesk’s momentum and growth in the channel.
- Thought leadership: Developed compelling thought leadership angles and secured profile interviews for Inevidesk’s co-founder, Tim Whiteley, to highlight the pain points its solution would help channel partners solve for their customers, from how to work seamlessly across different locations, to the limitations of large, expensive cloud vendors.
- Organic social: Adjusted Inevidesk’s voice on LinkedIn with a greater focus on content that aligned with the channel and how it works with partners. This included posting a regular cadence of content that promoted Inevidesk’s USPs compared to other big tech players in the market, plus commentary on other vendors in the market.
Impact
The Flywheelers generated awareness for Inevidesk’s channel offering in some of the largest UK channel publications including CRN, Technology Reseller, ChannelLife UK and Comms Business. Interviews with MSP Channel Insights and CRN gave a deep dive into the programme’s goal of challenging established vendors including VMware, Citrix, AWS and Azure.
We further solidified Inevidesk’s new channel positioning through thought leadership demonstrating the co-founder’s expertise on channel trends and topics including public cloud in Intelligent Tech Channels and Channel Pro, and the shortfalls of public cloud in PCR.
The organic social programme drove a 10% increase in LinkedIn followers between June 2024 and December 2024.
