CASE STUDY: Award-winning global B2B marketing. How to make it happen – the inside story
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Transcript of CASE STUDY: Award-winning global B2B marketing. How to make it happen – the inside story
Context
• Intros
• The challenge we faced
• Overcoming the challenges
• A walkthrough the campaign itself
• The results
• 5 top tips to take away
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”
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.
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.
Overcoming the challenges
Internal engagement
(not just internal comms)
Leverage a universal
behavioural need
Military planning
Internal engagement
Board level endorsement
• Link to strategic business objectives • Aligned to brand direction • Show the money, not the pictures
Internal engagement: meet Jeroen
A team of 1 Handling consumer and business Some local agency support Used to DIY Tactically focused
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
What does our audience care about?
Control Power
Knowledge Superiority
And World of Warcraft
(probably)
“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
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S C E N A R I O A S C E N A R I O 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
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
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.
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
Military planning
•Resourcing plan – headcount, finances (creation vs rollout)
•Reverse timeline (global)
•Individual regional timelines
•Daily calls
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
Overall structure
Campaign quarterly themes
Content
Premium content
Supporting campaign
content
Product marketing
content
Outreach
Advertising (on and offline)
Direct marketing
Events Social media
Content landmarks
• Live broadcast thought leadership event – unique in the sector
• Major ‘stake in the ground’ for Kaspersky – shows intent
Content landmarks
• Hugely popular across regions
• Proved our assumption – that many small businesses are still at ‘security 1st base’…
• Big lead generator
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: