How to close the quarterly sales plan in just 3 days with digital-only tools?

Back in 2008 I was an employee of Parallels, we were competing with VMware with our famous Parallels Desktop against VMware Fusion. This was a very interesting market situation with only 2 products having the same feature set and equal in price of $79,99.

I was responsible for affiliate marketing and revenue-driving promotions. The end of the quarter was very slow in sales, we needed to drive $300K revenue in the upcoming 5 days to meet the sales targets. Additionally, I was not allowed to make any significant discounts available to the general website audience, I need to prevent cannibalizing channel sales and I had no advertising money.

Screenshot of the MU Bundle from 2008

Well, I had at least one asset — 5,000 affiliates. Among them there were many, incl. popular websites like MacUpdate or MacHeist. We came up with an innovative concept of promotion — MacUpdate Bundle. This bundle offered 10 Mac utilities for a single price of $64,99 instead of $265,78. Each vendor from the bundle made the corresponding discount. The bundle was hosted on MacUpdate, these guys kindly automated the key issue process for clients and helped me to negotiate with all the other vendors.

The good thing about the bundle was that it was promoted only for MacUpdate audience, we didn’t cannibalize resellers and distributors and didn’t pay for the ads. The result was significant — sales plan closed in just 3 days. The overall bundle sales were bigger that the whole channel sales for the current quarter. For me it was even better — I got a chance to meet with CEO Serguei Beloussov, he gave me an opportunity to visit Parallels US office and meet with my future boss Corey Thomas. I learned a lot from Corey before he left the company and became the CEO of Rapid7.

This practice was so effective that Parallels were running these bundle promotions from time to time up to 2018, never seen promotions running for 10 years.

Andrei Iunisov

Andrei Iunisov is an independent lead generation and SEO expert with 15 years of worldwide experience. Since 2006 Andrei has been involved in digital marketing for the rapidly growing software company Parallels in the USA. In 2009 he co-founded one of the first Google-certified web analytics agencies in CIS. His client list included many well-known technology companies in the region. In 2014 the business was sold to the hugest independent digital marketing group in Russia - iConText Group. Since 2016 Andrei has provided individual digital marketing services to various technology companies worldwide. His deep industry expertise allows to start generating leads immediately with a predicted cost-per-lead without time-consuming experiments and rapidly increases the SEO traffic with minimum budgets.

Clutch recognizes Andrei Iunisov as a digital marketing expert and industry leader.

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How to close the quarterly sales plan in just 3 days with digital-only tools? Back in 2008 I was an employee of Parallels, we were competing with VMware with our famous Parallels Desktop against VMware Fusion. This was a very interesting market situation with only 2 products having the same feature set and equal in price of $79,99. I was responsible for affiliate marketing and revenue-driving promotions. The end of...
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