ProjectsB2B Mid-Market Campaign
Aruba engaged bbd in November 2018.
Under pressure to hit some aggressive EMEA FY19-20 marketing pipeline targets, they were looking for an
agency partner to deliver an end-to-end demand-generation campaign.
Campaign Objective: Successfully extend the Aruba Enterprise Networking proposition into the mid-size
business segment, driving awareness and active brand preference for Aruba
Business Objective: Generate generate $150m in direct sourced pipeline in the volume market.
•$75M generated through direct marketing channels
•$75M generated through indirect channel marketing
The Brief
1. Audience and Messaging
Move Aruba away from product and feature-led copy into solution-selling. Create messaging that is
grounded in audience pain points and shows an understanding of the challenges & opportunities faced by IT
Decision-makers and Network Generalists.
2. Creative
Produce a striking creative look, tone, and feel that can communicate complex pain points and Aruba
network benefits with simplicity, clarity and speed.
3. Deployment & Sales Enablement
Develop a fully-integrated demand-generation campaign that provides a seamless narrative from need
identification, to solution research, to sale; one that can create demand generation throughout the decision
cycle and align with the Aruba sales plays.
The Solution
Over the course of three months, we planned and produced a fully integrated campaign, including; messaging, go-to-market creative, a digital deployment strategy, and a campaign briefing deck for internal campaign enablement and adoption.
Strategic Planning
Our early planning identified that the core issue for midsize businesses:
A need for a network that was easy to deploy and maintain with limited resources, but one that offered the same sophisticated features and scalability of an enterprise network solution.
This informed our core market proposition –
“networking without sacrifice.”
Audience-First Messaging
Interviews with Aruba’s Inside Sales Reps (ISR’s) enabled us understand the most influential paint points, needs, and motivations that customers were citing during the sales process.
These pain points were used to inform a comprehensive set of pain-point-led messaging and ad copy designed to resonate with IT Decision-makers.
Stand out Creative
Our proposition informed a striking and highly-differentiated creative look and feel that utilised symbolism and iconography to communicate a dynamic feature set in a visual and simple way.
This vibrant creative really stood out in social and display advertising placements, whilst our succinct pain-point-led ad copy created relevance with our audience and drove click-through-rates.
Save Time
Improve the Customer Experience
Limited Resources
Choosing the Right Network
Capability Today & Tomorrow
Tightening IT Budgets
An end-to-end Marketing Funnel
Finally, we produced a digital activation strategy comprising paid advertising, content syndication, an immersive content up and a 7-step email nurture program designed to nurture prospects to the point of sale.
The Results
Digital Performance:
A 2-3% increase in click-though-rates over previous campaigns
Lead Generation:
A 5-10% increase in the top of funnel responses year-on-year
Brand Preference:
“We’ve seen a marked increase in preference rate while we’ve been executing the campaign.
The preference rate has increased by several points.” -
Audience Relevance:
“The campaign output absolutely resonated with the audience. We very much put the customer at the heart
of this campaign and I think that landed very well”
“I would absolutely recommend Bright Blue Day to other colleagues.
bbd listens absorb and recommend, rather than taking things at face value. It leads to robust conversations, it’s very rewarding and the outcomes are very strong.
If you’re struggling to get your planning off the ground then run a couple of workshops with bbd, it’ll get you to a really good place.”
- Sarah Dunn, Director of EMEA Marketing at Aruba Networks
And a Very Happy Client
