Cyance kensington case study presented at tfm feb 2012
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Cyance kensington case study presented at tfm feb 2012
- 1. Go Get Growth! How to power your business expansion with international marketing that works Shane Redding
- 6. IT Channel Marketing Case Study
- 8. The First Step? Research the markets Found that global laptop loss was dramatically increasing not only damaging brands, destroying share value but huge compliance risk as well as impact on bottom line Now we understood the NEED and the pain so we could get the messaging right But we also found that we needed to target the boardroom not just the IT buyer
- 9. The Answer Cyance 360 developed and delivered a highly successful, multi-channel market awareness and lead generation campaign across UK, France, Germany and Benelux. We used email, social media, web & telemarketing channels to raise awareness, increase demand, generate & nurture leads on behalf of all channel partners across Europe. We created all campaign content and delivered multi-channel lead nurturing campaigns, exceeding year 1 targets by month 4
- 10. Lead Generation Process Localized for each Geo
- 12. Nurturing in line with buying stage Not aware of risk/impact
Editor's Notes
- Local marketing tailoring – diff approach for France due to the culture less receptive to stats and white papers more receptive to brand/image and f2f needed more sales assets Germany more receptive to risk message, Benelux and UK most receptive but also most difficult to reach due to the fact in the uk key DM are saturated with sales messages/more barriers/cluttered Data quality variable and volumes on email varied across Europe
- Thought leadership – this is the early stage to warm up at beginning of journey to educate as trying change mind set