B2B SUMMIT 2014 - CASE STUDY: Award-winning global B2B marketing. How to make it happen – the inside story

2. Context
• Intros
• The challenge we faced
• Overcoming the challenges
• A walkthrough the campaign itself
• The results
• 5 top tips to take away

3. Setting the scene
Who is Kaspersky Lab?
4th largest IT security company in
the world, and fastest growing
Only large ‘non-US’ company
Reputation in the IT community
for robust expertise “These guys
really love tackling the bad stuff”

4. Setting the scene
The challenge
Major new global product launch “We’re betting the farm on this”
Repositioning – from ‘just AV’ to broader solutions partner
Growing recognition internally: B2B is a strategic priority
Plus:
Loads of leads please!
Ps:
Very quickly.

5. Why does most Global B2B Marketing fail?
‘Global’ imposing
campaigns on local
regions
Lowest common
denominator approach
Not globally fit for
purpose
Get push back from regions.
‘Not invented here’. Global
turf war.
‘Don’t offend anyone’ – leads
to Brand camouflage
Quite simply, an epic fail.

6. Overcoming the challenges
Internal
engagement
(not just
internal
comms)
Leverage a
universal
behavioural
need
Military
planning

7. Internal engagement
Board level endorsement
• Link to strategic business objectives
• Aligned to brand direction
• Show the money, not the pictures

8. Internal engagement: meet Jeroen
A team of 1
Handling consumer and
business
Some local agency
support
Used to DIY
Tactically focused

9. What did we do?
Make it easy for him:
simple re-usable campaign
assets
Change his mind Help him out Keep talking
Involvement from the
start: inputs requested
Feedback requested
throughout the dev
process
Readiness toolkit
Budget planner – helping
maximise local execution
impact
Sales enablement &
training, including
partners
Weekly cross-region
campaign calls
Regional roadshows and
‘townhalls’
Sharing success – bi-
weekly global reporting
Spend marketing budget
on execution, NOT coming
up with new campaigns

10. In other words:
come up with a
good idea
Leverage a
universal
behavioural
need

11. What does our audience care about?
Control
Power
Knowledge
Superiority
And World of Warcraft
(probably)

12. “Losses hurt more
than gains feel good”
• We feel losses twice as much as
comparable gains
• So if we can visualise a potential
loss, then are more inclined to act
(Source: Prospect Theory, Kahnemann and
Tversky)
www.earnest-agency.com
43
61
57
39
S CE NARIO A S CE NARIO B
Gamble No Gamble
You have £100
Scenario A:
- Keep £60
-50/50 chance
keep/lose £100
Scenario B
- Lose £40
- 50/50 chance
keep/lose all
£100
Leverage a universal behavioural need

13. Bring this together
Personal need:
CONTROL
Business need:
LOSS AVERSION
+

14. Leverage a universal behavioural need

15. It all starts with a great brief

16. What does one look like? This….?
Brief 1: Please paint the ceiling
Brief 2: Please paint the ceiling using red, yellow
and green
Brief 3: We’ve got terrible problems with cracks
in the ceiling. Could you please cover it up for us?
Brief 4: Please paint biblical scenes on the ceiling,
incorporating some or all of the following: God,
Adam, Cupid, devils and saints

17. What does one look like? This….?
Brief
Please paint our ceiling for the greater
glory of God – as an inspiration and a
lesson to his people. Let it be something
that inspires awe and humility. Let it be
something that is remembered by
everyone that casts eyes on it.

18. Not this

19. But this
• 3 day immersion workshop on the messaging
• Detailed brief – with do’s and do not’s
• Delivered well in advance + face to face briefing and Q&A
• Almost daily comms around WIP, thoughts, questions etc

20. Military planning
•Resourcing plan –
headcount, finances
(creation vs rollout)
•Reverse timeline
(global)
•Individual regional
timelines
•Daily calls

21. Reverse timeline

22. Daily activity plan with RAG status

23. Global and regional bill of materials

24. Campaign walkthrough

25. Campaign walkthrough: quarterly themes
1 2 3 4
Global delivery
Regional delivery
Nov 2012
Jan 2013
Feb 2013
April 2013
April 2013
July 2013
July 2013
Oct 2013

26. Overall structure
Campaign quarterly themes
Content
Premium
content
Supporting
campaign
content
Product
marketing
content
Outreach
Advertising (on
and offline)
Direct
marketing
Events Social media

27. Mapping content against the buying cycle

28. Levels of content
PremiumSupportingProduct

29. Content repurposing

30. Content landmarks
• Live broadcast
thought
leadership event –
unique in the
sector
• Major ‘stake in
the ground’ for
Kaspersky –
shows intent

31. Content landmarks
• Hugely popular
across regions
• Proved our
assumption – that
many small
businesses are still at
‘security 1st base’…
• Big lead generator

32. And then it took off…
Thailand launch
Indonesia
Singapore

33. Outreach: engaging the channel
• Channel toolkit

34. And, a bit of fun…

35. Measurement and results
The numbers:
• Successful delivery – 40 countries, 18 languages.
ON TIME.
• 11,000 BANT qualified leads
• 3,000 sales opportunities
• $13m pipeline in 1st 12 months
Plus:

36. Top 5 tips
• Plan. Plan. Plan.
• Messaging – it’s the anchor. And make sure
the right people are involved.
• The brief. Think Sistine Chapel.
• Internal engagement has to be face to face
• Plan. (Just in case you missed the point.)