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Softcat Cyber Security

Campaign Strategy Rethink

Unifying sales and marketing

As one of its core solutions and service pillars, Softcat wanted to rethink how it approached its cyber security campaign activity. The objective was to create a compelling campaign strategy that would keep audience realities front of mind without being hindered by internal priorities.

Revere’s external perspective uncovered customer insights through a range of discovery workshops with the Technology Solutions team. These insights offered clarification on the target audience persona and the wider business and sales strategy – ensuring that marketing activity would stay as closely aligned with the GTM strategy, unifying the sales and marketing teams as one.

The core themes identified at the discovery stage were deepened with competitor analysis and desk-based research. In turn, this shaped the campaign proposition, creative concept and messaging hierarchy that would provide the foundations for 12–18 months of activity.

Reaching the audience

Revere’s strategic plan provided content recommendations for both internal sales enablement and external demand generation activities. Working in collaboration with the client, Revere helped to focus each phase’s available budget on the areas that would deliver the most impact.

Alongside this, strategic recommendations were used to drive ideation for the sales team’s activities, as well as lead the topics and focus for virtual and in-person customer events.

The hero item for the campaign was a bespoke digital self-assessment tool. It helped put the audience in the driving seat by initiating a review into their current position on hybrid working. The results would generate focus-area recommendations that could help boost their business’ protection.