Driving Growth for TIMG and Veeam with a High-Impact Partner Marketing Campaign

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TIMG backup recovery | TIMG

In an era where data security is a non-negotiable priority, The Information Management Group (TIMG) partnered with data protection leader Veeam to bring their Backup & Recovery solutions to market in Australia. To maximize impact, they needed a strategic and well-executed partner marketing campaign.

Filament collaborated with TIMG and Veeam to develop a content-led, multi-channel Go-to-Market (GTM) strategy that elevated awareness, engaged existing customers, and attracted new business opportunities. The result was a high-performing campaign that positioned TIMG as a trusted data protection specialist.

About TIMG: A Trusted Leader in Information Management

TIMG has been serving businesses across Australia for over two decades, offering a comprehensive suite of data management solutions. As part of Freightways Ltd, TIMG has grown through strategic acquisitions and now delivers end-to-end solutions for businesses looking to securely store, manage, and retrieve data.

With a strong focus on security and compliance, TIMG provides offsite storage, cloud backup, IT disaster recovery, and advanced document management solutions. As the digital landscape evolves, TIMG is committed to empowering organizations with cutting-edge, cloud-based data protection solutions.

TIMG logo | Filament

Industry:Building Automation
Type: Hardware, Software and Technology Services Provider
Offering: Building software, products and services
Target Market: Commercial buildings, airports, data centres, education, Government, Healthcare, Hospitality
Vendor Channels: Veeam
 Filament Services Used:

The Challenge:

Establishing TIMG as a Data Protection Authority

Despite its extensive experience in data management, TIMG faced the challenge of repositioning itself as a data protection specialist. Many customers were unaware of TIMG’s complete suite of Backup & Recovery solutions, powered by Veeam, leaving a gap in market perception.

Additionally, TIMG needed to engage new audiences beyond its existing customer base. The company aimed to reach highly regulated industries—such as legal, healthcare, finance, and government—where compliance requirements drive the need for robust data protection.

Lastly, the campaign needed to support both customer retention and business growth. TIMG wanted to reinforce its value to current customers while attracting net-new opportunities through an Account-Based Marketing (ABM) approach.

TIMG service | Filament

The Engagement:

How TIMG and Veeam partnered with Filament for this GTM

Recognizing the need for an expert-led GTM campaign, TIMG approached Filament to design and execute a results-driven marketing strategy. With Filament’s proven track record in B2B technology marketing and experience with partner campaigns, TIMG saw a clear opportunity to accelerate growth.

From the outset, Filament worked closely with TIMG and Veeam to align messaging, identify target personas, and define key success metrics. The engagement focused on creating a campaign that would not only generate awareness but also drive tangible business outcomes through high-impact content and precise audience targeting.

TIMG valued Filament’s strategic approach and ability to move swiftly, ensuring the campaign was launched efficiently and effectively.

The Solution:

A Data-Driven, Multi-Channel Go-to-Market Strategy

Filament designed and deployed a comprehensive GTM campaign that leveraged multiple marketing channels to reach the right audiences. The campaign included:

  • Content Marketing: Development of high-value assets such as whitepapers, case studies, and solution briefs tailored to compliance-driven industries.
  • Account-Based Marketing (ABM): Targeted LinkedIn advertising campaigns to reach decision-makers in legal, finance, government, and healthcare sectors.
  • Customer Engagement Initiatives: Personalized email marketing to TIMG’s existing database, highlighting the value of their Backup & Recovery solutions.
  • Website Enhancements: Refreshing solution pages to articulate TIMG’s expertise, differentiation, and the strength of its partnership with Veeam.
  • Sales Enablement Materials: Equipping TIMG’s sales team with compelling collateral to drive conversations and conversions.
TIMG solutions | Filament
TIMG offers | Filament

The Benefit:

Strengthening TIMG’s Position in Data Protection

Through this campaign, TIMG successfully positioned itself as a trusted authority in data backup and recovery. Key benefits included:

  • Enhanced Market Awareness: Customers and prospects gained a deeper understanding of TIMG’s capabilities and Veeam-powered solutions.
  • Increased Engagement: The campaign drove meaningful interactions with new and existing customers, fostering stronger relationships.
  • Differentiated Positioning: TIMG’s ability to provide secure, compliant, and seamless data protection solutions was clearly communicated, setting it apart from competitors.

The Result:

Driving Business Growth & Expanding Market Reach

The TIMG and Veeam campaign delivered measurable success, achieving:

  • Expanded Reach: Significant increase in engagement from highly regulated industries.
  • New Business Opportunities: High-value leads generated through ABM efforts and LinkedIn advertising.
  • Stronger Customer Retention: Existing customers gained greater confidence in TIMG’s data protection expertise, leading to upsell and cross-sell opportunities.
  • A Foundation for Future Growth: With refreshed solution pages and a strategic content library, TIMG is well-positioned to continue driving data protection awareness and sales.
TIMG data backup | Filament

Ready to Elevate Your Partner Marketing Strategy?

Filament specialises in executing high-impact Go-to-Market campaigns for B2B technology companies. Whether you need to launch a new offering, refine your positioning, or reach new audiences, we’re here to help.

Let’s talk. Reach out today to discuss how Filament can drive results for your business.