See it. Control it. Protect it. The inside story of how it happened.
description
Transcript of See it. Control it. Protect it. The inside story of how it happened.
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
processReadiness 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
In other words:
come up with a good idea
Leverage a universal
behavioural need
What does our audience care about?
ControlPower
KnowledgeSuperiority
And World of Warcraft (probably)
www.earnest-agency.com
“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)
S ce n a r i o A S ce n a r i o B
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61
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Gamble No Gamble
You have £100Scenario 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
Bring this together
Personal need:
CONTROL
Business need:
LOSS AVERSION+
Leverage a universal behavioural need
It all starts with a great brief
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.
Not this
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
Reverse timeline
Daily activity plan with RAG status
Global and regional bill of materials
Campaign walkthrough
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 mediaPlu
s partn
er
enable
men
t =
ever
ythin
g x 2
Mapping content against the buying cycle
Levels of contentP
rem
ium
Su
pp
ort
ing
Pro
du
ct
Content repurposing
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
And then it took off…
Thailand launch
Indonesia
Singapore
Outreach: engaging the channel
• Channel toolkit
And, a bit of fun…
Measurement and results
The numbers:
• Successful delivery – 40 countries, 18 languages. ON TIME.
• 27,170 BANT qualified leads• 3,000 sales opportunities• $42m pipeline in 1st 12 months
Plus:
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.)