Aruba / Network as a Service
Promote the new market service Network as a Service
Challenge
The company launched a new managed service, Network as a Service, based on Aruba equipment. The market potential is huge and several pilots have been completed. The challenge was to create a marketing campaign to attract customers.
Solution
Potential customers may not understand the long-term benefits of the solution and may prefer to purchase equipment. Different industries have different challenges, and the vendor's marketing materials do not always effectively address these needs. In addition, there are no materials to help sales departments convince key decision makers such as IT specialists, management and finance departments. The solution was to segment the audience in detail, create a set of personalized content for each segment, and write case studies and how-to materials for each target industry. The initial engagement of the target audience would be done through targeted advertising on LinkedIn and Facebook, and would be done through automated delivery of personalized content. Criteria for passing a lead to sales for further work included
- Download of specific content during the campaign (for each segment)
- Response to CTA (e.g. consultation, cost savings calculation, remote radio scheduling based on office plans, etc.)
Implementation
Together with the client's sales department, target industries were identified to focus on: startups, hotels, coworking spaces, business centers, and retail. Decision makers in each industry who could potentially be involved in negotiations and influence decisions were identified, and lists of needs and pain points for each segment were compiled. As a result, 28 segments were identified (based on position, professional pain points, and industry).
