Humanizing Tech: How Empathy-Driven Marketing Generated 15,000+ Leads for a Major IT Multinational Company

The Challenge

Major companies pour millions into marketing efforts to reach the right customers and advertise their offerings. But even the most expensive campaigns can flop if not executed right. This is exactly what happened to a leading IT company on the cusp of a big expansion. Their usual marketing tactics, while reliable in the past, failed to deliver the desired results for this new growth push targeting Small and Medium Enterprises (SMEs), exposing a critical gap in their existing strategy. 

The linchpin of the issue was a messaging disconnect. Powerful marketing language doesn’t just push a product, it speaks directly to the audience’s pain points, positioning your brand as a trusted partner. 

In this case, the messaging failed to establish an emotional connection with SMEs. Their marketing, designed for large corporations, wasn’t resonating with SMEs. These smaller businesses have distinct priorities and struggles compared to big companies. The standard marketing tactics didn’t address the specific challenges and ambitions that drive SMEs.

Our Strategy

Objective:

Our mission was to transform our client into the go-to growth partner for ambitious SMEs. To achieve
this, we conducted a deep dive into the SME customer journey. We needed to understand their unique
"why" – their motivations, challenges, and aspirations. This intel was crucial for crafting a sustainable and
scalable content strategy.

Moving beyond a product-centric approach and by developing high-value, thought-leadership content that
directly addressed SME pain points and growth objectives, we aimed to showcase our client's genuine
empathy and expertise, positioning them as a strategic ally, invested in the success of every SME they
serve.

 

Key considerations:

 

  • What content formats will resonate most effectively with SMEs (e.g., blog posts, case studies,
  • webinars)?
  • What are the core challenges and pain points faced by SMEs in today’s business landscape?
  • How can content be strategically tailored to showcase the IT company’s expertise in addressing
  • these challenges?
  • What metrics will be used to measure the success of the content marketing program in fostering
  • deeper engagement with SMEs?

Process:

To maximize the reach of our client’s offerings, we crafted a comprehensive strategy. This involved deep research into the target audience of small businesses, specifically focusing on their content consumption habits and needs. Leveraging data-driven insights, we designed a powerful blend of digital and offline engagement strategies. 

We developed a video marketing strategy to maximize the impact at each stage of the sales funnel and deliver the right content to the target audience at the right time. This approach helped us optimize the customer journey and enhance the overall conversion performance.

  • Created a microsite for the campaign featuring visuals, content, and promotion across various social media platforms.
  • Launched a LinkedIn campaign to initiate discussions across multiple communities and sub- communities, fostering engagement and awareness. 
  • Implemented a diverse video marketing strategy comprising panel discussions, and high- quality thought leadership content across a range of formats, including FAQs, product demos, case studies, and infographics, for a sustained digital strategy. 
  • Employed event coverage videos to educate the audience about the campaign and foster engagement. 
  • Utilized proprietary media assets for promoting the campaign, thereby maximizing visibility and expanding reach. 
  • Organized an offline event spanning 13 cities in India, tailored to engage the target audience within the SME sector.
  • Improve post-event engagement by crafting diverse video content formats suitable for post-event lead nurturing and conversion purposes. We extend beyond merely showcasing event highlights, equipping clients with video resources such as case studies, product demos, explainer videos, pricing guides, and FAQs, all geared toward converting Marketing Qualified Leads (MQL) into Sales Qualified Leads (SQL).

The Impact

● Boosted campaign traffic and awareness.

● Enhanced the market presence of the client's products and services.

● 15,000+ organic enquiries raised, contributing to increased conversions.

Brand identity withheld under a non-disclosure agreement

We aim to be the preferred partner for B2B video production thanks to our creative storytelling, seamless delivery, and data-driven marketing capabilities.

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