ISSUE

A global software company was faced with an opportunity to drive awareness, adoption and ultimately sales of a new product launch. The company was looking for opportunities to upsell product SKUs, as well as optimize existing OEM and retail sales channels, to accelerate conversions for the global small and medium business segments. In order to address this challenge, the client needed to design and execute an integrated marketing campaign that would compel & accelerate target customers to move through the marketing & sales lifecycle more quickly.

ACTION

MarketScape was asked to partner with the client to define the integrated marketing plan and to help articulate investment and strategy areas. As part of the planning phase, MarketScape reviewed the historical sales data, positioning & messaging frameworks, segment profile research, channel attach sales motions, and existing segment marketing & sales engines to create a compelling integrated marketing plan. The plan, which was socialized across executives and field leadership teams, included strategy areas in: digital properties, online media campaign, offline events, social media, and online inbound & outbound marketing programs.

After budget for the 8-month plan was approved, the client then partnered with MarketScape to execute against it, as well as provide internal and field communications, monitor and track program metrics and ROI, and recommend and execute course corrections.

RESULT

At the end of the campaign, the program reached 6.4M small and medium businesses through both offline and digital channels, had 338K deep engagements on social media channels, a 20% lift to likelihood to recommend, a 13% lift for purchase intent, and achieved a rate of 60% web traffic that arrived with a purchase intent.

ISSUE

The virtual instructor-led training (VILT) team for a global software company was faced with management requirements to create an always-on strategy for the following fiscal year. The entire company was facing across-the-board budget cuts and management was strongly considering the cancellation of the program in order to divert more resources to other training programs within the group.

ACTION

A seasoned consultant at MarketScape partnered with the client to develop a business case, which detailed a ‘by-the-numbers’ historical success of the program, demonstrated its cost efficacy against similar classroom trainings, and revealed that there was a recognized broader shift in the industry toward an increase in virtual training. Three strategic options were presented to management for consideration, with supporting data that contained the benefits, challenges, strategic company alignment, and estimated cost of each option. In addition, a complex cost allocation model was developed, including a sensitivity analysis of all cost categories, which allowed the group’s leadership team to understand firsthand the value and scalability of the program. In addition, since the program was based on an online training program, further strategies were developed to increase virtual training modalities (such as professional skills trainings) within the program, as well as “next generation” training concepts to leverage the platform / training environment.

RESULT

The client realized a 50% budget increase for the following fiscal year to roll-out increased training deliveries, and the program is currently serving as a best practices model for similar trainings within the company.

ISSUE

A premier IT company had planned to launch an internal portal to encourage the use of Windows 8, Windows Surface, and Windows Phone 8 for business scenarios. In order to drive awareness and adoption, the plan was to deploy engaging line of business applications and encourage ‘bring your own device’ scenarios. To achieve these objectives, the client needed to drive awareness on a company scale, proactively manage user readiness, deliver communications across various channels to generate excitement, and create / land compelling usage scenarios to help drive the adoption process.

ACTION

MarketScape worked with the client to develop a roadmap of marketing activities to help drive the investment. Due to limitations of timeline, budget, and scope, the roadmap was split into 3 phases, including: awareness and enrollment, application, and community, and a scaled rollout. For the initial phase, MarketScape created an integrated marketing strategy, including: internal readiness, channel identification, editorial calendars, social media, and internal events. MarketScape was also charged to create the readiness marketing BOM, which included posters, flyers, event handouts, sticker, among other collateral. Since the value proposition was centered not on the portal, but rather on the line of business applications and the flexibility to bring and connect personal devices, a creative brief was written to highlight and target these benefits. This brief was socialized and ultimately approved for production.

RESULTS

The readiness and marketing BOM generated excitement, awareness and broadened scale traction, especially at company events. In order to maintain the momentum, additional work is currently underway to execute grass roots events around the corporate campus.