Context

• Intros

• The challenge we faced

• Overcoming the challenges

• A walkthrough the campaign itself

• The results

• 5 top tips to take away

Setting the scene

Who is Kaspersky Lab?

4th largest IT security company in the world, and fastest growing

Only large ‘non-US’ company

Reputation in the IT community for robust expertise “These guys really love tackling the bad stuff”

Setting the scene

The challenge

Major new global product launch “We’re betting the farm on this”

Repositioning – from ‘just AV’ to broader solutions partner

Growing recognition internally: B2B is a strategic priority

Plus:Loads of leads please!

Ps:Very quickly.

Why does most Global B2B Marketing fail?

‘Global’ imposing campaigns on local regions

Lowest common denominator approach

Not globally fit for purpose

Get push back from regions. ‘Not invented here’. Global turf war.

‘Don’t offend anyone’ – leads to Brand camouflage

Quite simply, an epic fail.

Overcoming the challenges

Internal engagement

(not just internal comms)

Leverage a universal

behavioural need

Military planning

Internal engagement

Board level endorsement

• Link to strategic business objectives

• Aligned to brand direction• Show the money, not the pictures

Internal engagement: meet Jeroen

A team of 1

Handling consumer and business

Some local agency support

Used to DIY

Tactically focused

What did we do?

Make it easy for him: simple re-usable campaign assets

Change his mind Help him out Keep talking

Involvement from the start: inputs requested

Feedback requested throughout the dev

processReadiness toolkit

Budget planner – helping maximise local

execution impact

Sales enablement & training, including

partners

Weekly cross-region campaign calls

Regional roadshows and ‘townhalls’

Sharing success – bi-weekly global reporting

Spend marketing budget on execution, NOT coming up with

new campaigns

In other words:

come up with a good idea

Leverage a universal

behavioural need

What does our audience care about?

ControlPower

KnowledgeSuperiority

And World of Warcraft (probably)

www.earnest-agency.com

“Losses hurt more than gains feel good”

• We feel losses twice as much as comparable gains

• So if we can visualise a potential loss, then are more inclined to act

(Source: Prospect Theory, Kahnemann and Tversky)

S ce n a r i o A S ce n a r i o B

43

61

57

39

Gamble No Gamble

You have £100Scenario A:- Keep £60-50/50 chance keep/lose £100

Scenario B- Lose £40- 50/50 chance

keep/lose all £100

Leverage a universal behavioural need

Bring this together

Personal need:

CONTROL

Business need:

LOSS AVERSION+

Leverage a universal behavioural need

It all starts with a great brief

What does one look like? This….?

Brief 1: Please paint the ceiling

Brief 2: Please paint the ceiling using red, yellow and green

Brief 3: We’ve got terrible problems with cracks in the ceiling. Could you please cover it up for us?Brief 4: Please paint biblical scenes on the ceiling, incorporating some or all of the following: God, Adam, Cupid, devils and saints

What does one look like? This….?

Brief Please paint our ceiling for the greater glory of God – as an inspiration and a lesson to his people. Let it be something that inspires awe and humility. Let it be something that is remembered by everyone that casts eyes on it.

Not this

But this

• 3 day immersion workshop on the messaging

• Detailed brief – with do’s and do not’s

• Delivered well in advance + face to face briefing and Q&A

• Almost daily comms around WIP, thoughts, questions etc

Military planning

•Resourcing plan – headcount, finances (creation vs rollout)

•Reverse timeline (global)

•Individual regional timelines

•Daily calls

Reverse timeline

Daily activity plan with RAG status

Global and regional bill of materials

Campaign walkthrough

Campaign walkthrough: quarterly themes

1 2 3 4

Global delivery

Regional delivery

Nov 2012

Jan 2013

Feb 2013

April 2013

April 2013

July 2013

July 2013

Oct 2013

Overall structure

Campaign quarterly themes

Content

Premium content

Supporting campaign

content

Product marketing

content

Outreach

Advertising (on and offline)

Direct marketing Events Social mediaPlu

s partn

er

enable

men

t =

ever

ythin

g x 2

Mapping content against the buying cycle

Levels of contentP

rem

ium

Su

pp

ort

ing

Pro

du

ct

Content repurposing

Content landmarks

• Live broadcast thought leadership event – unique in the sector

• Major ‘stake in the ground’ for Kaspersky – shows intent

Content landmarks

• Hugely popular across regions

• Proved our assumption – that many small businesses are still at ‘security 1st base’…

• Big lead generator

And then it took off…

Thailand launch

Indonesia

Singapore

Outreach: engaging the channel

• Channel toolkit

And, a bit of fun…

Measurement and results

The numbers:

• Successful delivery – 40 countries, 18 languages. ON TIME.

• 27,170 BANT qualified leads• 3,000 sales opportunities• $42m pipeline in 1st 12 months

Plus:

Top 5 tips

• Plan. Plan. Plan.

• Messaging – it’s the anchor. And make sure

the right people are involved.

• The brief. Think Sistine Chapel.

• Internal engagement has to be face to face

• Plan. (Just in case you missed the point.)