Situation: Government mandates spread from three countries to 40, as countries pushed for real-time transaction data. Compliance was turning into an IT problem, and the IT leader was a buyer we hadn't engaged.
Task: Establish the company as the leader of an emerging category, and engage the IT leader persona to grow the pipeline of large deals.
Action:
Partnered with analysts and subject matter experts to shape the structure of IDC MarketScape reports and establish company-created terminology for emerging markets.
Built campaign messaging framework around one question for IT leaders: governments will be your new data partners; are you ready?
Ran integrated campaign in collaboration with demand generation team: first- and third-party data targeting; display, social, and native ads; big-rock and bite-sized content for each buying stage; and PR, analyst relations, social, and email.
Result: The company earned leader positioning in three IDC MarketScape reports, using terminology it had introduced.