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Scaling Channel Enablement and Demand Generation for Zebra Technologies Across LATAM

Zebra-La Ruta de la Zebra-1

Industry

Technology

Challenge

Zebra Technologies faced the complex task of effectively enabling and engaging over 10,000 reseller channels distributed across multiple countries in Latin America. The high turnover of sales staff, inconsistent product knowledge among partners, and limited B2B marketing resources at the channel level made it difficult to deliver unified messaging and drive commercial growth. Addressing this required a comprehensive solution capable of supporting diverse partner needs and ensuring consistent, measurable impact throughout the sales ecosystem.

Results

MarketLogic's comprehensive solution produced outstanding results for Zebra Technologies: more than 80 use case videos and over 500 interview hours supported robust knowledge transfer, while over 10,000 sales channels were reached and 8,000 collaborators received specialized training. The initiative spanned 58 countries, issued over 100 certifications, and drove 135,000 unique visits to the B2B e-commerce platform, resulting in more than 500 quote checkouts and over 5,000 content downloads, demonstrating significant engagement and commercial acceleration.

Key Product

Product one

mymarketlogic.us/
$5.4M+
Manage Spend
100+
Deals Completed
7.6x
ROI
$2M
Cost Savings

"If we ever need to raise the bar again, we trust MarketLogic without hesitation. I know they can deliver something different, backed by the expertise they have across the region."

María Camila García

Channel and Field Marketing Manager @ Zebra Technologies

picture of an office, with a few people working at desks

About Zebra

Zebra Technologies is a U.S.-based mobile computing company specializing in real-time data capture, analytics, and operational technology solutions. Their portfolio includes mobile computers, tablets, thermal printers, barcode labelers, software, fixed antennas, and more, supporting mission-critical processes across industries.

The Challenge

Zebra Technologies, a leader in mobile computing and real-time data capture, needed to unify and scale its partner enablement efforts across a highly distributed and diverse channel network in Latin America. The company grappled with high sales force turnover, varying levels of product expertise, and limited B2B marketing infrastructure at the channel level. These factors hindered effective engagement, knowledge sharing, and commercial growth, making it essential to implement a solution that could bridge capability gaps and localize impact across an extensive partner ecosystem.

The Solution

To meet these challenges, Zebra Technologies collaborated with MarketLogic to design and execute a multi-faceted enablement program. The initiative integrated a success story video series, the Zebra Academy -La Ruta de la Zebra- gamified sales enablement platform, and a B2B e-commerce demand generation campaign. Leveraging audiovisual production, gamification-based training, omnichannel demand generation (S-M-A-S-H methodology), marketing automation, contact center activation, and paid media, MarketLogic delivered a cohesive platform that unified messaging, improved channel partner capability, and expanded commercial reach. The solution was tailored to Zebra's unique partner ecosystem, ensuring both scalability and adaptability across more than six countries.

The Results

The partnership resulted in significant, measurable outcomes for Zebra Technologies.

  • Over 80 use case videos were developed, supported by 500+ interview hours, enhancing knowledge transfer and partner engagement.

  • More than 10,000 sales channels were reached and 8,000 collaborators trained, with coverage extending to 58 countries.

  • The program issued over 100 certifications, generated 135,000 unique visits to the B2B e-commerce platform, facilitated 500+ quote checkouts, and enabled the download of over 5,000 content assets.

These achievements reflect tangible improvements in channel enablement, demand generation, and commercial performance for Zebra Technologies throughout Latin America.

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