Smart recruitment:
How Ingram Micro added new channels in LATAM
Starting Point:
Ingram Micro, one of the world’s largest technology distributors, needed to expand its reseller network in Mexico, Colombia, and Chile for one of its most recognized enterprise hardware brands. Although they already had an established partner base in the region, this category required a different type of partner: businesses capable of selling high-value solutions focused on productivity, design, and premium enterprise experience.
The goal was clear: recruit new qualified channels with a solid value proposition, an agile onboarding and enablement process, and effective regional communication.
Challenge in Action:
Having a large partner base doesn’t always mean being ready for an effective recruitment campaign. Ingram Micro wasn’t just looking for more resellers but rather identifying the right partners: those with the profile to sell premium hardware and the vision to see this brand as a real growth opportunity.
The challenge also lay in how to communicate that opportunity. Many of these partners were still unfamiliar with the program’s benefits. The goal was to capture their attention, convey the value of joining, and guide them through a clear, straightforward, and frictionless onboarding and enablement process.
Our
Approach
At ISM, we designed and implemented an outbound recruitment strategy focused on identifying, activating, and connecting the ideal partners, primarily in Mexico, before expanding the campaign regionally to include Colombia and Chile. The approach was clear: speak directly to those who could grow with this opportunity and facilitate the onboarding and enablement process to convert them into active partners.
From database to real allies
- We updated and refined the existing partner database, classifying them by their technical and commercial profiles to identify the most suitable candidates for this hardware category.
Direct and smart connections
- We assigned a dedicated team of Inside Sales Representatives to make direct contact, update data, and provide personalized follow-up. No bots or cold templates, just real people building trust from the first interaction.
Multichannel activation with effective Follow-Up
- The outbound strategy combined email marketing, webinars, and direct prospecting with ongoing support. Every contact had a real follow-up to resolve doubts, facilitate onboarding and enablement, and eliminate friction in the process.
Simple onboarding, no excuses for support
- We designed a clear, barrier-free registration flow for resellers. Additionally, we provided personalized follow-up to ensure a smooth onboarding experience, building trust and loyalty from the very first contact.
Content that educates, webinars that convert
- We created an informative landing page and organized regional webinars to introduce the product, explain the program's benefits, and train partners on how to sell it. Every piece of content was designed around the partners’ real needs.
Final Impact:
The recruitment campaign not only expanded the channel network in Mexico but also, thanks to the successful results, was extended to Colombia and Chile. This allowed Ingram Micro to achieve broader regional coverage, with a network of better-prepared and more loyal partners from the very first contact.
The multi-channel approach, the human connection, and the optimized onboarding process facilitated the conversion of interest into action and reduced friction. More than just a volume of registrations, a community of new, informed, and motivated resellers, ready to represent the brand with knowledge and confidence from the start.
new partners
added to the program.
effective conversion
of new channels.
channels recruited
in the first 6 months.
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