How Integrated Marketing Drove Partner Acquisition Success For An AI Hiring Platform

Introduction

Building a trusted network of channel partners can be a game changer, expanding market reach and driving sales. This case study explores how Channel Technologies helped India’s leading AI-driven recruitment platform scale its partner acquisition strategy using a full-funnel, hyper-localized, and integrated marketing approach.

Client Overview

The client is India’s top AI-driven recruitment platform helping top companies like Uber, Zomato, Swiggy, Flipkart, and Rapido scale their blue-collar workforce. They approached us to strengthen their partner acquisition efforts and build a robust network of channel partners across Tier-2 cities in India.

Campaign Objective

The goal was to design and execute a full-funnel campaign that would:

• Identify potential partners
• Educate them about the platform and its earning model
• Inspire trust and participation
• Drive qualified leads and successful partner onboarding

Key Challenges in Partner Acquisition

1. Diverse Audience Profiles:

The campaign needed to engage a wide spectrum of audience:

• BPO owners and employees
• Freelancers and placement consultants
• Small business owners
• MBA colleges
• Employment exchanges

Each group had its own interests and preferred way of communicating, which required tailored messaging and channels.

2. Geographic Complexity:

As part of a pan-India strategy, we strategically focused on four Tier-2 cities—Ludhiana, Surat, Vizag, and Jaipur. These locations offered the right balance of industrial activity, talent pools, and lower saturation. However, since each city had different languages and media habits, the targeting was complex.

3. Perception Barriers toward Blue-collar Recruitment:

Many potential partners weren’t sure if blue-collar hiring was worth their time. Some believed it involved too much work or low earnings. Overcoming this perception required careful messaging and strong social proof.

4. Trust & Platform Familiarity:

Many prospects were unfamiliar with our client and their tech model and were unsure about trusting a new platform that paid for referrals. We had to build that trust.

Solution – Our Integrated Marketing Strategy

1. Comprehensive Marketing Approach for Diverse Segments:

• Webinars: Four pan-India webinars were hosted with the client’s leadership team. These sessions were designed to educate potential partners and address FAQs.
• Physical Events: On-ground events were executed in Ludhiana, Surat, Vizag, and Jaipur. Our teams were present on-site in each city with the client’s leadership team to engage prospects face-to-face.
• Tele-calling: We called BPO owners, placement teams, and small business owners to personally explain the opportunity and invite them to our events.
• Email Marketing: Targeted emails were sent to generate awareness about the partnership opportunity and drive attendance for events. Messaging was tailored to different partner segments.
• Digital Ads: Hyper-local digital campaigns were run across platforms like LinkedIn, Facebook, and Google to drive registrations for our events.
• Newspaper Ads: To reach people who aren’t very active online, we advertised in popular local newspapers in all four cities. These helped increase footfall for our physical events.
• Employment Exchange and Universities Outreach: Our team visited employment exchanges with formal letters and sent emails to management colleges to seek their support in spreading the word about this opportunity.
• WhatsApp Campaigns: We sent short messages via WhatsApp to amplify our message.

2. Regional Customization for Local Impact:

A multilingual landing page was built to capture leads and explain the partner opportunity. Every touchpoint—from ads to event invites—was localized for maximum relatability and trust.

Digital and print ads were customized in local languages and styles for better impact. We picked newspapers based on their local reach:

• Ludhiana: Punjabi ad in Jagbani, Hindi ad in Punjab Kesari
• Surat: Gujarati ads in Gujarat Samachar and Divya Bhaskar
• Vizag: Telugu ad in Eenadu
• Jaipur: Hindi ad in Rajasthan Patrika

3. Addressing Apprehension with Proof & Clarity:

• Focused messaging on high earnings potential with minimal effort involved in blue collar recruitment.
• Featured success stories during webinars and live events.

4. Building Trust in our Client:

• Face-to-face conversations with the client leadership at physical events helped people feel more confident and ask their questions directly.
• During webinars and physical events, attendees saw live demos of the client’s platform and discovered how simple the referral process was and how payouts were tracked.
• In all our communications, we highlighted client’s partnerships with Uber, Zomato, Swiggy, Flipkart, and Rapido, to build indirect trust.

5. Lead Nurturing & Conversion Strategy:

• During our events, we ran poll and feedbacks to gauge interest and those interested prospects were later followed up with personalized WhatsApp messages, calls, and emails.
• For high-potential leads, we arranged 1-on-1 meetings with the client.

Results & Outcomes

• 550+ event attendees across 4 cities
• 300 qualified leads generated
• Multiple partners signed up

The campaign successfully positioned the client as a trusted, scalable platform for blue-collar recruitment—built on trust, technology, and reach.

Conclusion

With face-to-face credibility as well as digital outreach, along with regional marketing collateral, Channel Technologies helped the client expand their channel network. This case study proves that integrated, multi-channel campaigns—when personalized and localized, can drive partner acquisition success even in low-trust, fragmented markets.