marketwave
Data Center Systems
Enterprise Technology
Sales Enablement
Data Center SystemsData Center Systems
Data Center SystemsData Center Systems
Data Center SystemsData Center Systems
Data Center SystemsData Center Systems
Data Center SystemsData Center Systems
Data Center SystemsData Center Systems
Data Center SystemsData Center Systems
Data Center SystemsData Center Systems
Data Center SystemsData Center Systems
Data Center SystemsData Center Systems
A server room filled with a rack of servers
three book covers featuring a blue background

Key Highlights

  • Boosted brand visibility and leadership position of DCS in the data center connectivity space
  • Created lead generation campaign with Account Based Marketing (ABM) strategy that netted 3 Fortune 500 sales meetings with key accounts that were previously “cold accounts” with no response
  • Broke through digital noise with direct mail piece delivered via Fedex to select accounts

Services

Branding, Brand Strategy, Email Newsletter, Event Support, Lead Generation, Print Collateral, Sales Enablement, Website Design, Website Development

An open book with detailed instructions on setting up a router
A tablet displaying a blank website page
A folded brochure on a blue background
a brochure with a red and blue design

Challenge

  • CIOs and network administrators, especially in Fortune 500 companies, are hard to reach
  • Data center cabling not high profile or high priority but vital to overall network efficiency
  • Executive audience inundated with digital ads so needed a pattern interruption to reach them
a red and black box on a white table, perfect for storing your itemsA display case showcasing two paddles and a single paddle inside
a pair of wireless headphones resting on a sleek black box
A tablet with a red cover on a blue background

Solution

Break through digital noise – and do the unexpected. Instead of reaching techies with tech and putting one more digital ad in their Inboxes, instead reached decision makers with something more personal (golf putter) that tied to their interests.

  • Applied Account-Based Marketing (ABM) best practices
  • Targeted Top 10 large accounts that had gone “cold”
  • Research and identified golfers in our audience (based on past golf events sponsored by DCS)
  • Use “pattern interrupt” technique and humor to get noticed.
a set of three displays with a table and chairs
A series of brochures showcasing the latest electronic gadgetsA close up of a brochure on a blue background
A blue and white brochure against a white background

Results

Landed meetings with GM, Verizon & Fidelity because of interrupting the usual digital pattern and sending something physical to key contact’s desks. Planted seeds for a future golf event touchpoint.