Introducing a new concierge program for partners

April 24, 2023
3 minute read

Red Hat® is dedicated to building business solutions together with partners like you in order to create meaningful relationships and achieve impactful business outcomes. In an effort to support your alignment with Red Hat messaging, while also enabling you to drive pipeline with co-branded demand generation campaigns, we have launched our partner concierge program with a designated Red Hat marketing agency!  

With this new program, Red Hat partners can choose from a wide selection of modular marketing resource guides designed to generate and accelerate pipeline opportunities more efficiently or have the option to create a customized, net new campaign. This preferred vendor will provide support to Red Hat partners including comprehensive campaign creation, vendor management, campaign reporting, creative services, and more. 


What are modular marketing resource guides? 

Modular marketing resource guides are a self-service resource that can be used to run multitouch, omnichannel demand generation campaigns with your own marketing team.

Each guide correlates to our partner sales plays and includes a high-level campaign message, personas, challenges and solutions, proof points, digital ad components, modular copy, suggested emails, content directories, and additional resources for sellers and marketers. 

The partner marketing resource guides currently available for concierge services are:

  • Application development: Communicates the value of Red Hat OpenShift® cloud services for accelerating new application delivery.
  • Automate the enterprise: Shares how Red Hat Ansible® Automation Platform delivers business value for a variety of use cases.
  • Platform simplification: Describes the benefits of Red Hat Enterprise Linux® as a consistent and stable platform across a variety of use cases.
  • Ready, set, cloud: Speaks to how the Red Hat portfolio can help customers on their journey to adopting or expanding a hybrid cloud environment.

What if I want a custom campaign? 


As a part of our concierge program, we have partnered with a preferred vendor designated to provide support and help you execute existing marketing campaigns or create a custom campaign. You can access the concierge services from our page on the Red Hat Content Center here

Once requested, you will be assigned a dedicated campaign manager who will serve as the single point of contact for all joint activities. Your campaign manager will coordinate onboarding and execution of all activities across our agency stakeholders, including:

  • A customized campaign developed to deliver against goals and needs 
  • End-to-end campaign production (strategy, design, content, development, etc.), execution, and management
  • Complete campaign reporting, lead-pass notifications and performance metrics
  • End-of-campaign report and analysis

What are the program benefits?

  • Allows you to better align with Red Hat’s core messaging and solutions
  • More easily enables you to drive additional pipeline and co-branded demand generation programs for Red Hat

For more information, contact Lauren Erikson on the Global Ecosystem Marketing team with any questions. We’re looking forward to growing the success of our partners.



lauren E
Lauren Erikson
Senior Manager, Global Partner Programs, Red Hat
Over the last 15 years, Lauren has worked with enterprise organizations to develop demand generation and partner programs across the ecosystem. She spent 13 years at SAP driving marketing efforts through channel partners and across various industries including Healthcare, State and Local Government, as well as for SAP SuccessFactors. Lauren joined Red Hat in 2020 to lead the SAP global marketing strategy and execution and drive bottom-line success through partner marketing initiatives that deliver revenue growth and market penetration. Lauren holds a BA from Colgate University and an MBA from Drucker School of Management.