JPC developed the GTM proposition strategy and in collaboration with BT developed the hot topics and mega-trends that would underpin the content syndication and support each touchpoint of the campaign journey. We also closed the loop with sales enablement materials/tools designed to drive a more strategic customer conversation, enabling sales people to penetrate accounts at different levels, beyond the core IT decision maker. With relatable content and consistent messaging aligned to key customer drivers, the campaign was underpinned by a standout creative suite of activation activities – through the line – to give BT initial market ‘splash’. Fronted by BT’s hero asset, a whitepaper on ‘Embedding a cyber conscious culture’, the campaign was underpinned by a bespoke Marketo landing page hosting the whitepaper, a supporting infographic guide, an interactive diagnostic tool (to help users map and prioritise their security journey) and a webinar exploring the key pillar of Zero Trust. It also included a suite of digital assets and a vision video, and email nurture tracks were developed to support prospect nurture and generate highly qualified leads for sales.