Using ABM to position BT as the Managed Security Services partner of choice.
Challenge
BT have strong security credentials, over 70 years of experience and are a global leader in Managed Security Services. With ambition to become as famous for security in the UK as they are for phones and connectivity – and with 82% of businesses rating cyber security as one of their highest priorities – the opportunity was clear. In a highly competitive market, with smaller niche players and end to end competitors making it hard to cut through and difficult for customers to identify the right approach, BT needed a high impact, forensically-focused campaign to drive awareness and consideration of its industry-leading cyber security proposition across a mixed audience base from SMB to Enterprise and MNCs.
Solution
To position BT as the Managed Security Services Partner of choice, JPC designed a fully integrated, blended campaign. Harnessing both a broader awareness and thought leadership-led content syndication programme, underpinned by an always-on demand generation ABM engine, the focus was on nurturing leads, and targeting and converting decision makers in BT’s key accounts to drive maximum ROI. Using tailored tactics to engage IT security buyers and committees with precision, the campaign was based on the security megatrends affecting their businesses today, with the aim of demonstrating exactly how BT’s Managed Security Services could set them free to innovate and grow.
LeadGen landing page
Whitepaper
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.
Digital streethub advertising
Interactive infographic
Targeted display ads
Webinar
Interactive sales tool
Targeted LinkedIn
Outcomes
Bringing together innovation, technology and BT’s own advisory capabilities, our integrated awareness and ABM campaign generated 100% of target leads for BT. Successful response was well ahead of schedule and BT achieved 4.5x the industry average click-through rate on digital display ads, and almost 400 leads were generated via content syndication alone, over a six week period.
Phase 2 of the campaign is currently in planning, and we’re well-placed to leverage insights from targeted campaign activity and personalised customer conversations to refine the next phase, supporting BT’s ambition to become the industry voice and UK leader in Managed Security Services.
Services provided
Campaign consultancy and strategy
ABM programme planning and management
Value proposition development
Content strategy, development and production
Design and production
Video and app development
Email nurture
Core marketing and sales enablement tools
Campaign activation, management and measurement