vCloudPoint / Zero Client
Lead generation in a highly competitive market
Task
The customer became a regional partner of vCloudPoint, a manufacturer of zero client solutions. The objective was to identify and convert potential customers in a highly competitive market. A demonstration stand was available to showcase the capabilities of the solution.
Solution
There is a prevailing belief in the market that virtualization with zero clients is complex and expensive. Competitors hold a dominant market position, and the market largely relies on the traditional approach to organizing workstations and using PCs. In this context, two sequential tasks needed to be completed: first, inform the target audience about the alternative solution and its technical features that differentiate it from competitors’ solutions (beyond price); second, convince them to agree to a pilot project. The situation was further complicated by the fact that three languages were used equally in the region. Given these conditions, the optimal approach was to use content marketing and personalized interactions customized by industry and role. Automation of lead engagement was planned only after manual optimization of all processes and removal of unnecessary steps and actions.
Implementation
In collaboration with the customer’s sales department, we identified target industries, compiled an ISP and non-linear CMJs, and put forward several hypotheses regarding existing pain points and triggers. Based on these hypotheses, we segmented the target audience and created engaging content. Unique content and landing pages were created for each interaction scenario with the segments. Engagement took place in two stages.
In Stage One, a broad reach was achieved through targeted advertising with creatives tailored as triggers for specific segments. During this stage, companies (along with key employees) that showed interest in problems or recognized needs related to virtualization and zero clients were identified. Based on this information, a list of similar companies was compiled using parameters such as industry, organizational structure, business processes, and revenue.
Stage Two involved precise engagement with the identified companies and decision-makers. Interactions were carried out through retargeting ads on social networks and trigger-based email campaigns dependent on previous actions.
Results
The active phase of the campaign lasted four months. During this time, more than 130 qualified marketing leads were generated. Eleven deals were closed, and over 20 additional deals were in negotiation. Afterward, the lead nurturing process was automated and synchronized with the customer’s CRM using trigger-based email campaigns based on user behavior on the landing pages. This reduced the sales department’s workload by automating routine actions in the early stages of the sales funnel. Additionally, an optimal strategy for promoting the solution to different types of target clients was identified and formalized.
