Iris > Case Studies > Innovation Everywhere: A B2B Marketing Strategy Case Study

Innovation Everywhere: A B2B Marketing Strategy Case Study

Technology Category

Analytics & Modeling - Big Data Analytics
Robots - Wheeled Robots

Applicable Industries

Telecommunications

Applicable Functions

Product Research & Development
Sales & Marketing

Services

Cloud Planning, Design & Implementation Services
Data Science Services

About The Customer

The customers in this case study are the CIOs of various businesses. These are individuals who are responsible for the IT strategy and computer systems required to support an organization's unique objectives and goals. They are the decision-makers when it comes to implementing new technologies and are always looking for ways to innovate within their businesses. In this case, the CIOs were given the opportunity to become the architects of a new world, enabled by Cloud, Social, Mobile and Big Data technologies.

The Challenge

The challenge was to engage CIOs in a new way, leveraging the potential of Cloud, Social, Mobile and Big Data technologies. The goal was to enable these CIOs to become the architects of innovation within their businesses. The strategy needed to be comprehensive, encompassing digital display, out-of-home advertising, press, content creation, and strategic partnerships. The ultimate goal was to initiate new sales conversations with Europe's most senior IT professionals and generate significant pipeline revenue.

The Solution

The solution was the creation of The Innovation Compass, an online benchmarking tool that allowed CIOs to compare their readiness for innovation in Cloud, Social, Mobile and Big Data against their peers. This tool was promoted through targeted digital display, out-of-home advertising, press, and a partnership with Wired Magazine. After the initial launch, the campaign was nurtured through email follow-up, unique content, and targeted LinkedIn campaigns. Additionally, the campaign was deployed through toolkits tailored for local markets to ensure maximum reach and engagement.

Operational Impact

The operational results of this campaign were significant. The Innovation Compass tool was successful in engaging CIOs and initiating new sales conversations. The targeted digital display, out-of-home advertising, press, and partnership with Wired Magazine effectively promoted the tool and the follow-up strategies ensured continued engagement. The campaign was also successfully deployed in local markets through tailored toolkits. Overall, the campaign was successful in placing the innovation in the hands of the CIOs and enabling them to become the architects of this new world.

Quantitative Benefit