Using a live example this month we’re highlighting the complexity of the B2B buyer journey, and how correct engagement generates quality leads & sales.
Our goal was to deliver valuable, timely insights to help Gigamon’s prospects benchmark their IT & security strategies, whilst informing them on the role that deep observability across hybrid cloud environments can play in achieving a stronger security posture.
Defining leadership in a new category
As a hybrid cloud visibility company, Gigamon pioneered the ‘deep observability’ market, but was keen to underscore the role of this relatively new genre in securing IT environments.
Objectives
- Highlight the modern need for deep observability among industry security leaders
- Solidify Gigamon’s position as a market leader in the space.
Strategy
To create a campaign targeting key decision-makers responsible for cloud or information security. To capture their attention, we ideated a global research campaign to reveal perceived confidence in the security of hybrid cloud environments vs the reality of data breaches & blind spots in IT infrastructure.
Perception vs reality
The theme of the survey was to understand the current perceptions of hybrid cloud security & paint a clearer picture of the security challenges, conducted across 6 regions in North America, EMEA & APAC. Guided by Social Listening, questions revealed the understanding of “cloud visibility” & “zero trust”, with the goal of highlighting the discrepancy between security leaders’ perceptions of their hybrid cloud security & reality.
The answers demonstrated the lack of awareness that IT & Security leaders have for hybrid cloud security & clarified the use cases for Gigamon’s deep observability offerings.
Spreading the word
Using the research insights, we designed a multichannel campaign to saturate the cloud security market with issue-driven thought leadership & media relations & creating rich-media assets like thought leadership videos, infographics, & engaging social media carousels. Using influencer engagement, we kickstarted word-of-mouth online for Gigamon’s deep observability solution with a readily engaged audience.
Results
The campaign exceeded expectations in every KPI metric. 58 pieces of media coverage, collectively reached over 1 million unique readers, leading to PR results that were 65% above target. Thanks to this coverage, Gigamon quickly climbed to the 3rd most talked-about company for “cloud” & “observability” within 5 months.
On social media, a combination of infographics, thought leadership videos, & coverage posts allowed us to surpass our target for impressions by 20%. Website traffic & leads also outperformed goals, with landing page views climbing to over 1,100. This generated over 150 leads – a 34% increase on our projected figures.
This brief mirrors the B2B challenges SAY navigates for its clients daily – building awareness & establishing market leadership in a complex & non-linear media landscape.
