Absolute: Partner Marketing Video Campaign

Absolute: Partner Marketing Video Campaign

Dialog Case Study

Absolute Partner Marketing Video Campaign

Elevating Partner Marketing with Explainer Videos

Client Overview

Absolute is a global cybersecurity company providing innovative software and services across over 600 million endpoints. It is the world’s only firmware-embedded endpoint visibility and control platform.

Situation

Absolute called on Dialog to help develop a video-centric email nurture campaign as a joint Absolute and Lenovo partner marketing initiative.

With a focus on K-12 education, the joint value proposition and messaging were tailored to address the needs of IT decision-makers for schools across the U.S and Canada. The campaign included a series of regularly published e-mails which directed prospects to watch a short explainer video.

Insights, Action, and Creative Strategy

Dialog was asked to design and produce the video series. This included the following activities:

  • Work with Absolute and Lenovo subject matter experts to develop a content strategy across the series.
  • Research and synthesize content and SME input to develop compelling video scripts.
  • Develop the e-mail copy including catchy subject line options for A/B testing.
  • Deliver full-stack video production including script development, voiceover, music, and custom motion graphics to help explain and demonstrate cybersecurity topics.

Results

  • Some of the email messages in the series reached very high open rates, above 15%.

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2 + 7 =

Thomson Reuters Value Proposition and Messaging Development to Campaign Delivery

Thomson Reuters Value Proposition and Messaging Development to Campaign Delivery

Dialog Case Study

Value Proposition and Messaging Development to Campaign Delivery

Thomson Reuters Tax & Accounting Professionals

Client Overview

Thomson Reuters Corporation is a Canadian multinational media conglomerate that provides a suite of Enterprise software and services to help professionals make confident decisions and run better businesses. Their customers operate in complex arenas that move society forward — law, tax, compliance, government, and media – and face increasing complexity as regulation and technology disrupts every industry.

Situation

The Thomson Reuters Tax Professionals Business had a need for an integrated campaign consisting of messaging to resonate with accounting firms and elements to activate and engage the audience to meet their awareness and demand generation goals. It was important that the messaging and campaign be developed in a customer centric approach addressing key customer issues and the customer life cycle.

Insights, Action, and Creative Strategy

Dialog delivered the following:

  • Campaign strategy development and media planning.
  • Value Proposition development at the business unit level.
  • Campaign messaging architecture development.
  • Creating of in-market campaigns including campaign strategy, campaign theme, and campaign creative.
  • Customer facing assets to support the customer buying life cycle.
  • Sales enablement to help the Thomson Reuters sellers effectively deliver the value proposition.
  • Campaign reporting and optimization.

Results

Client surpassed yearly MQL goals by over 120% of plan

“This campaign continues to be one of the largest and most impactful marketing programs the customer segment is running.”

Thomson Reuters
Tax & Accounting Client

Decision Time Campaign: Theme and Creative Strategy

THOUGHT LEADERSHIP / TOP OF FUNNEL

Decision Time

CONTINUE THE CONVERSATION WITH ULTRATAX CS FEATURES AND PROOF POINTS

Simplify

Automation

Data Mining

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5 + 2 =

Intel:  Joint Value Proposition Design that establishes real advantage

Intel: Joint Value Proposition Design that establishes real advantage

Dialog Case Study

Joint Value Proposition Design that establishes real advantage

HP and Intel

Client Overview

Intel is the world’s largest semiconductor chip manufacturer based on annual revenue

Situation

Intel was firmly established as a leading brand in healthcare technology but struggled to align their messaging around a new partnership with global technology leader HP Rather than just saying Intel and HP, how could they articulate what their partnership brought to the market? And in a way that resonated with small providers and large systems alike?

Insights, Action, and Creative Strategy

Dialog built a compelling narrative that explained how both partners combined into a unique and more powerful solution than either on their own or paired with other manufacturers. The narrative conveyed how 1+1=11 and articulated all the ways each partner acted as a force multiplier on the other-due to all of the points of ecosystem integration:

  • Conducted interviews with stakeholders across the Intel and HP ecosystem
  • Identified opportunities for brand alignment
  • Built a breakthrough messaging platform that demonstrated the value of two leaders working together . by describing all the ways their joint roadmaps and expertise allowed for unique optimization of healthcare workloads
  • Created alignment and orchestration within and across the teams in each organization

Results

Created alignment and orchestration within and across the teams in each organization

The new brand and messaging platform strongly positioned Intel as a leader in healthcare and provided indisputable proof points to support each messaging pillar.

All sales reps were trained on the messaging, and marketing was provided with a messaging architecture that translated easily into copy for all vehicles.

Sales and other key partners were enrolled in the messaging because they helped to create it

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7 + 4 =

Ingram:  Winning Mindshare & Market Share in Vertical Markets

Ingram: Winning Mindshare & Market Share in Vertical Markets

Dialog Case Study

Winning Mindshare & Market Share in Vertical Markets

Channel engagement

Client Overview

Ingram Micro is a global leader in the distribution of information technology products and services.

Situation

Recognizing the huge opportunity in Healthcare, Ingram increased focus on growing their Healthcare solution portfolio. They needed to build the internal infrastructure for key verticals including healthcare, deliver a clear Value Proposition to their channel partners, and fully enable their ecosystem to sell Ingram solutions.

Insights, Action, and Creative Strategy

Ingram engaged Dialog to help them build a healthcare infrastructure, refocus, and redeploy company-wide focus on the healthcare ecosystem. This included:

  • Developing cohesive internal vertical focus and infrastructure
  • Developing a healthcare go-to-market strategy
  • Creation of healthcare a Value
  • Proposition, messaging and branding
  • Creation healthcare channel content, training, and sales enablement

Results

Ingram’s centralized a team of healthcare-focused experts within the company. 

New branding, messaging, and a clearly articulated healthcare ecosystem enabled Ingram to significantly grow its number of healthcare-focused partners, products, solutions, and revenues.

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15 + 13 =

Dell Technologies Services Messaging and Global Validation

Dell Technologies Services Messaging and Global Validation

Dialog Case Study

Dell Technologies Services Messaging and Global Validation

Embracing a new IT services future

Client Overview

Dell Technologies Services provides a broad range of endpoint and infrastructure services for customers around the world, including IT consulting, device deployment, cloud design and migration, and security.

Situation

Dell sales teams were challenged to articulate the overall services story as it increasingly came to include an astonishingly broad array of services that had grown to include a layer of smart connectivity that gave IT access to a new universe of real-time information about their assets and environments.

The challenge was twofold: how to simplify the overall services story and how to differentiate the new generation of information-based services from other OEMs offering.

Solution

Positioning, naming, market validation, creative expression

Developed a succinct, impactful way to talk about this new services capability that articulated the ways in which it was unrivalled because of the depth and breadth of dell’s product portfolio, customer base and corresponding data lake

  • After a discovery research and discorvery process that included stakeholder workshops, Dialog built a new messaging architecture based on how top sellers spoke to the aspects of Dell’s ecosystem and how introduced the services conversation as the thread that ties everything together
  • Dialog conducted a global validation study in eight markets that two approaches for branding the new technology
  • Tested across eight global markets
  • Tested with participants from SMB, Enterprise Commercial Enterprise Products customers
  • Measured how messaging resonated with current and potential customers
  • Captured which value proposition performed better in combination with messaging
  • The winning Value Proposition, which subsequently was translated into customer-facing assets including a sales presentation and customer-facing videos

“We finally have a way to talk about a lot of complicated layers of technology in a way that resonates with sellers and customers.”

VP, Services Marketing

Results

81% of respondents said they would take a meeting based on hearing The Winning Value Proposition.

Dell Services had a new way to talk about the ongoing evolution of their services portfolio.

Gave the brand a powerful bridge for transitioning to the new Dell Apex “everything as a service” delivery model

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