Extreme Networks
Promotion of a solution based on MeshConnex technology among large enterprises in a new market
Task
The customer needed to quickly identify several clients with geographically distributed extraction and production sites for pilot projects and successful case studies. Although the manufacturer had many similar cases in other regions, the company was relatively unknown in the regional market.
Solution
The client chose not to use account-based marketing. Due to the short six-week timeframe of the campaign, the decision was made to target potential clients with an urgent need to provide wireless internet to one of their remote sites. An omnichannel engagement approach was planned using trigger-based messages in advertising creatives. The main engagement points were the customer’s existing client case studies, which highlighted problems that were typical of the new market. There was also a practical (non-promotional, non-sales) webinar that featured a technical breakdown and demonstration of a specific case.
Implementation
During the preparation stage, we developed a value matrix with the customer, considering the typical problems and pain points of decision-makers at regional companies or separate divisions, rather than at the central office. Based on this matrix, we adapted or completely redesigned the customer’s materials (success stories, technical descriptions, and case studies), and created advertising creatives. Several general articles about the customer’s solution were also written for specialized media. The main advertising channels chosen were social networks for broad-reach targeting, retargeting, and look-alike audiences; specialized Telegram channels; and cold email campaigns to existing databases of IT directors and key IT staff.
After launching the campaign, we used gamification to boost initial engagement with a lighthearted quiz about wireless networks and a prize drawing.
This approach allowed for the rapid identification of user groups with urgent demand, such as mid-level IT managers of large holdings and IT directors of regional companies and separate divisions with their own budgets for pilot projects, without the need for a formal tender process.
Results
During the campaign, one holding company signed a deal for a pilot project spanning four of its sites. Additionally, eight MQL leads were generated among industrial companies. Due to the broad audience targeted, leads were also generated from non-industrial sectors, including banking, logistics, and retail. These additional leads totaled over 20 MQLs and SQLs, which the customer accepted for follow-up. Over the following two years, SellPromo conducted several more similar campaigns for the customer, though none were as intensive as this one.
