Building a super relevant 
Industry Marketing 
program with ROI of 1:86

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The challenge:

A technology organisation wanted to become more relevant to its customers. An industry approach was deemed strategically the most effective way to achieve this – but how to go about it?

 

Approach:

A dual approach focussed on industry needs and industry associations/media.

Research into industry needs draw out their key pain points, their goals and the benefits sought from technology. The deep-dive into current sponsorships highlighted a sporadic and financially inefficient approach. 

 

Solution:

The new marketing program focussed on positioning and messaging relevant to each industry. Key industry bodies and media were identified and best partnering opportunities were integrated into the campaign plan – these included events, sponsorships, advertising, co-branding on whitepapers and dedicated offers. Sales enablement tools (needs and related products) and training was carried out to ensure the sales teams were equipped to carry out relevant conversations for customers in each industry. Lastly, a guide was produced for the ongoing rationalisation and management of sponsorship requests.

 

Results:

The new Industry Program delivered a financial return on investment of 1:86