Extreme Networks
Promote the MeshConnex technology solution to large enterprises in a new market
Challenge
The client needed to quickly identify several customers for pilot projects and successful case studies among large industrial companies with their own geographically dispersed extraction and production points. The company was relatively unknown in the regional market, although the manufacturer had many similar cases in other regions.
Solution
The client opted not to use account-based marketing, so given the limited 6-week campaign timeframe, it was decided to target potential customers with an acute need for wireless Internet connectivity at one of their remote sites. This involved using omnichannel engagement with trigger messages in the creative. The main focus was on the client's case studies, highlighting the problems typical of the new market, and a practical (non-promotional) webinar with technical analysis and a demonstration of a specific case.
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Implementation
During the preparatory phase, a value matrix was created in collaboration with the client, taking into account the typical problems and pain points of all the decision-makers at the site (often regional companies or separate divisions), rather than at the head office. Based on this matrix, the client's materials (success stories, technical descriptions, case studies) were adapted or completely redesigned, and advertising creative was created. In addition, several general articles about the client's solution were written for trade media. The main advertising channels chosen were social networks (broad reach targeting, retargeting and lookalike audiences), specialized Telegram channels and cold email campaigns to existing databases of IT directors and key IT staff.
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