107 leads refused to lose to IT criminals
The IT Forum Group brings over 30 years of experience providing IT solutions to Danish companies of all sizes. Their core focus areas include IT outsourcing, Hosting, and Cloud services — and specifically IT security, which was the primary focus of this campaign.
The IT sector is a challenging market where target audiences can be notoriously difficult to engage. We were eager to see the results of the IT security campaign b2b.agency developed for us.
The agency possesses a unique depth of insight and experience in this field, excelling at creating high-impact content and campaign concepts that cut through the noise with clear, immediate communication.
We were certainly not disappointed; the campaign performed exceptionally well and delivered a significant volume of actionable leads.
Goals and Target Audience
Cyber Recovery
IT Forum Group identifies IT outsourcing as a critical business area, primarily targeting small and medium-sized enterprises (SMEs). These companies often lack a large in-house IT department and the necessary resources to manage a complete digital transformation independently.
In these organizations, the IT lead typically reports directly to the CFO or Finance Manager. As these decision-makers are generally not technical specialists and have many other priorities, the communication must be clear and business-focused.
IT Security as the Foot in the Door
The universal need for IT security is something that resonates with everyone, regardless of technical expertise. Most business leaders harbor concerns about whether their organization is sufficiently protected, especially when lacking internal competencies.
The communication strategy leveraged this concern by positioning IT outsourcing as the definitive solution. By outsourcing, a company hands its IT operations to specialists with full control over security.
Objectives:
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Present IT outsourcing as the simple solution to these challenges
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Establish IT Forum Gruppen as a leading expert in the field
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Generate high-quality leads for the sales team to process
The Solution
Animated Lead Ad targeting CFO’s
How do you talk about IT security to an audience that isn’t particularly technical—or necessarily understands the details? By using a metaphor that makes the CFO look forward-thinking and proactive. Someone you can’t just run rings around—and someone who doesn’t want to lose. Especially not to an IT criminal. The potential costs are simply far too high.
The CFO wants to be able to anticipate the hacker’s next move, so we chose a metaphor: CHESS.
The message therefore became: Don’t lose to the cyber criminals. A toppled pawn chess piece illustrated, very effectively, what would happen if the hackers win the game.
Content: Checklist
So how does the CFO anticipate the hacker’s next move? He or she had to download our checklist to find out.
The campaign was a classic inbound marketing campaign, where we offered knowledge, inspiration—and hopefully a moment of reflection—in the form of a checklist. The CFO could go through the checklist to see just how much needs to be in order to stand strong against IT criminals. For most, it will quickly become obvious that expert capabilities are needed—ideally from IT Forum Group.
IT Forum Group’s core areas include IT outsourcing, hosting & cloud, and IT security.
The Campaign
LinkedIn Lead Ads
The campaigns were set up on LinkedIn as Lead Ads, with a wide range of ad variations—both animated and static creatives, and multiple copy versions. To access the Checklist, the target audience clicked the ad and submitted their contact details. They were then directed to IT Forum Gruppen’s website, where they could download the Checklist.
Lead nurturing in ActiveCampaign
All leads were captured and sent directly into the marketing automation platform ActiveCampaign, with the aim of further nurturing and qualifying them. IT Forum Gruppen had prepared a longer sequence of around 10 emails that continued the story and offered additional, relevant content.
The Checklist
Results
Solutions like DELL EMC Cyber Recovery come with a long sales cycle, so new results are still coming in—but so far, the campaign has delivered:
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More than 130 leads
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76 customer meetings
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6 partners ran the campaign
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Several closed deals
