Leading Global IT Infrastructure & Services Firm
At the time of the campaign, the customer was one of the world’s largest implementers of SAP HANA, and had the highest installed bases of HANA-certified hardware. It wanted to broaden its lead over its competitors, with a focus on the Indian market. The customer approached GetIT Comms because of its deep understanding of enterprise IT, and IT buyers.
SAP HANA was still a fairly new concept in India and had only a few implementations. The customer wanted to both understand the level of interest among Indian IT buyers in SAP HANA, and generate leads for sales. Given the customer’s small sales footprint for SAP HANA in the country, it was decided that leads would be defined as meetings that were set up between salespeople and IT decision makers.
The campaign reached out to prospects using LinkedIn and GetIT Intellibase, a proprietary insights tool. Prospects were then directed to either the survey or to download an eBook, which was created specifically for the campaign.
Prospects were then nurtured using a segmented, multi-touch drip campaign leveraging content that was generated specifically for the campaign. This content was structured to meet the needs of various buyers at different points of the buying cycle.
The content focused on the business and IT benefits of deploying SAP HANA–and why Indian enterprises should select the customer to implement it for them. It used multiple formats including articles, case studies, and whitepapers, among others.
Driven by its multi-pronged approach which was aligned to the needs of different buyers, the campaign was able to set up meetings between the customer and 96 prospects, an impressively high number of leads given the total addressable market and the short length of the campaign. The list of prospects had representation from some of the biggest Indian enterprises, potentially resulting in important logo wins.
The results of the campaign were also an impressive return on marketing investment given the high ticket size of the customer’s offerings. Finally, it demonstrated that the customer’s marketing department had the ability to think outside-the-box and attempt innovative new solutions, which result in financial benefits.