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

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.

ISSUE

A Fortune 100 IT company was facing a cloud service adoption challenge. The company had no visibility to the mid-market segment sales channel, lead times, conversion & retention rates, and most importantly, key sales blockers. Before the company was able to put together resources to launch a global marketing and sales plan, they need to better understand its target customers’ behaviors and provide proactive guidance to its field sales force.

ACTION

The client partnered with MarketScape to help define program KPIs, operational metrics, and establish & execute a reporting rhythm. Once defined, program objectives and field sales processes were reviewed to identify pilot subsidiary data capture practices in order to ensure data collection, as well as process consistencies. Data sources were then analyzed from multiple data warehouses to rationalize quality, set up extraction requirements, and report out rhythm. Finally, data was compiled to create a baseline and pilot program deltas, forecast, and trending. The reports were continuously modified with pipeline adjustments and quantitative data to provide additional contextual insights. These analytics were then continually leveraged to adjust budget, focus efforts across specific sales cycle deliverables, communicate with executive teams, and create best practices for a global launch.

RESULT

Through the pilot program, the client realized an impact of +190% in seats, 97% in revenue growth, and 56% in accounts over the baseline. Due to its success, the client received incremental funding and received commitments from the segment teams to launch a global marketing and sales program in the next fiscal year.