Cyber Recovery Campaign
SEC DATACOM is 100% Danish-owned and stands behind Denmark’s leading IT resellers and consultancy firms—both as a centre for skills development and training, and as a distributor of a wide range of the world’s leading IT brands within IT security, storage, and communications.
Breaking through in the IT market is challenging—even when you are talking about cybersecurity, which really ought to interest most people. Generating leads and communicating a complex topic in a simple way that actually makes the target audience stop and want more is something else entirely.
But that was exactly what we wanted. And it’s exactly what we got. There is no doubt that b2b.agency has a special understanding of the market, of complex solutions, and of how to communicate a difficult message in a clear, accessible way to a target group that is notoriously hard to reach. The results speak for themselves—the campaign was a great success.
Objectives and Target Audience
Cyber Recovery
As an IT distributor, SEC DATACOM sells exclusively through resellers—for example, Dell Authorized Partners. This means SEC DATACOM naturally has no direct control over which campaigns and sales initiatives or solutions their partners choose to prioritise. But they can always inspire, educate, and give them a little push—and, as in this case, develop and launch campaigns that generate leads for the partners and make it easy for them to run a campaign themselves.
Dell EMC Cyber Recovery was a new solution area focusing on a somewhat overlooked aspect of a company’s IT security: backup. Of course, backup is absolutely critical for any business. If the building burns down, there’s water damage, a system outage—or, naturally, a hacker attack—then it’s good to have a backup. But what if that backup is already infected by hackers? Perhaps from long ago, with the attackers just waiting for the right moment to strike? In that case, all your backups are rolled back to a point in time where everything is already infected, and you can’t restore your systems and data. That’s where Cyber Recovery comes in.
Objectives:
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Educate end customers about the need for Cyber Recovery
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Get partners to “adopt” the campaign so they can market the solution under their own brand
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Generate leads for the partners
The Solution
More than 33% Sales Qualified Leads
Quickguide: Cyber Recovery
The campaign was structured as an Inbound Marketing initiative with content at its core. The goal was both to educate the market and, very much, to generate as many leads for the resellers as possible—for example, by enabling them to reuse the campaign elements in their own Inbound Marketing campaigns.
The primary content assets were:
- A Quickguide
- A Landing page
The campaign ran in both Denmark and Norway, so content and landing pages were developed in both languages.
Quickguide
Designed as top-of-funnel content, the quick guide offered a fast introduction to the topic and a clear overview. That made it attractive for a target audience who might not yet know whether the topic is worth their limited time. It worked—and generated a lot of leads.
Landing page
For those who were interested—or became interested as a result of the campaign—a landing page was developed with detailed information about the solutions and how they work, plus additional content that provided a deeper understanding of the problem and why it represents such a serious threat to the business.
The Campaign
The messaging cut straight to the point: “The hacker may already be in your backup!” A line that is instantly understood—and that naturally creates both a small shock effect and a desire to understand the threat better. The classic image of a hooded hacker underlined the point perfectly.
Campaign Elements:
The campaign ran on LinkedIn, as banner advertising, and on Computerworld—the latter turned out to be surprisingly effective. The activity drove strong demand for the quick guide, and the goal was to generate a high volume of leads among IT managers, which it absolutely did. In addition, an email was sent to SEC DATACOM’s own prospect database.
Norsk Kampagne Landingpage
Results
Solutions like DELL EMC Cyber Recovery have a very long sales cycle, so new results are still coming in—but so far, the campaign has delivered:
- More than 130 leads
- 76 meetings with new clients
- 6 partners ran the campaign
- Additional closed cases
