Summary
SIMPLIFY your Digital Transformation Journey With the emergence of new tech and continuous innovation, today's market realities are changing at the speed of light, if not more. So, a CIO, looking to make their organization more efficient by transforming the digital landscape with the help of a cost-efficient service partner, is confused and facing the ‘problem of many'. With SIMPLIFY, we enable you with one solution, that can be customized and scalable to your requirement.
Challenge
Enterprises have realized that legacy applications cannot cope up with today's digital ecosystem. The journey of digitization has many vertices to it and enterprises face an overwhelming spectrum of digital solutions. Many players are offering to help these Enterprises with their advisory and IT services. It has created a "problem of many" as the selection of vendors has become extremely complex. We recognized this gap of a comprehensive digital solution and saw an opportunity to reduce the complexity. We proposed to do it by bringing all the new age technologies namely; Cloud, Blockchain, AI, DA, and ESRM under one framework and called this seamless journey, SIMPLIFY. The philosophy of SIMPLIFY is to make digitization straightforward, uncomplicated, and unambiguous. SIMPLIFY covers all aspects of data, security and AI operations under a unified framework, minimizing the extra noise.
Objective
The intent was to increase brand awareness among the existing clients and to increase market share globally. The idea was also to make the sales journey simplified through sales enablement workshops and take deep dives into solutions/offerings and joint capabilities from the alliance partner ecosystem. We had defined our KPIs on 2 levels: short-term & long-term indicators. For the short-term, we would measure our KPIs on the attendance, the engagement levels with the proposed solution, and the feedback we receive. From our social media campaigns, we set out to create good impressions with an engagement rate and CTR ranging 2-3%. For the long-term, we would look at leads that were generated by the nominated accounts and if those accounts were entered into the CRM.
Strategy
We segmented the accounts into 3 kind different cohorts: Existing Accounts, Large Deal Accounts, and New Accounts. For the Existing Accounts, we have a detailed understanding of their buying processes, hence we took a granular approach to solve their specific problems. Large Deal Accounts are traditionally those accounts that invest a substantial amount of their revenue in their IT infrastructure. We targeted them by taking a differentiation approach where we focused on our solutions and projecting why we are better than their existing IT vendors. The cohort of New Accounts is those businesses that have taken birth in the digital ecosystem. We followed an integrated mode of marketing here that starts from assessing their business, providing tech advisory services, and eventually implementing them. Once we have categorized our leads, we started reaching out to them through different channels. For the existing accounts, workshops were conducted where our competency heads collaborated with them to figure out problems, grievances, and solutions. We took the help of social media and targeted our audience based on the subset of their position, function, and job title. After positioning the framework, we reached our Large Deals and New Accounts audience through focused email campaigns and outbound calling. This approach not only helped us with the specifics of the business needs of a particular company but also gave us a broader view of the industry. We followed an educating and nurturing approach where we helped our target audience understand the complexity of the digitization journey and demonstrated how our framework would be a single pitstop for all their digital needs.
Data
According to a Business Wire report, 76% of Enterprises think that it will be impossible to manage digital performance as IT complexity skyrockets. The report further states that IT complexity has seen exponential growth where a single web interaction would take an average of 35 different technology components to execute as compared to 22 just a few years back. According to the report, 72% of Enterprises are frustrated as their IT teams are spending more time setting up and monitoring new systems. One of the major wins for Enterprises in the 21st century is being able to support an office with a ‘work from home' infrastructure. The trend has become extremely popular but to make it a viable way of working, Enterprises needed substantial changes in their existing IT infrastructure. According to a Gartner report, 64% of employees were able to work from home while 52% of them are expecting an increase in work from home in 2021. To facilitate this trend enterprises invested tremendously in a cloud-based data infrastructure. However, migrating into a cloud is a difficult task, right from configuring applications correctly to conforming to data protection compliances to taking care of cyber security. It is seen that for an in-house IT team taking care of all these aspects can be a tedious task. Our idea was to bring in all aspects of digitization as a part of one framework where Enterprises can pick and choose and form their basket of services that suits their requirements. Our strategy is simple yet effective; to internally collaborate and work for the framework SIMPLIFY as we already have professionals licensed to work on the hyperscalers and also have leaders having tremendous experience in the verticals of Cloud, Blockchain, AI, DA, and ESRM.
Solution
The positioning of SIMPLIFY started by telling a story! It talks about how SIMPLIFY as an idea came into the picture. We delivered the story to our audience through blogs. The settings of our blogs are established in a day-to-day construct. For e.g., an airport, where one of our business leaders eavesdrops into a conversation of his colleagues. The story/blog started with the vastness of an airport representing the broad arena of technology, we could notice the airport ambience through the narrator's eyes which was referred to as ‘chirpy' representing the agility by which new age technologies are being developed daily. To connect with our audience on an emotional front, the content revolved around seemingly trivial problems of our surroundings and extrapolating it to a cutting-edge IT problem. One of our blogs is set-up inside a home where our business leader's nephew loses all his virtual coins due to a phishing attack. Being a cybersecurity expert, he could relate this apparent insignificant issue of his nephew to some of the major cyber attacks on enterprise infrastructures. Social media campaigns were designed to give a comprehensive view of our solution offerings, we have carefully crafted posts that take a combat mode on the tangled mess of technology. Tailor made videos of our competency leaders talking about the future of IT delivery were put forward to tell the digitizing world about SIMPLIFY. We measured impressions through these blogs and social media posts and could also gauge people, companies and industries who are interested in our service. Themed webinars were organized keeping these factors in mind where we enticed our sales folks to take the solutions to their existing and new clients, thereby leading to a formation of a greater sales pipeline.
Results
Our narrative – SIMPLIFY YOUR DIGITAL TRANSFORMATION JOURNEY was ratified by top analysts like Gartner and Forrester. We saw 67,205 impressions at an engagement rate of 1.91%. Our click-through rate stands at 1.80. On our INNOVATION DAY: ESRM Chapter we saw 8 start-ups participating to co-create and co-innovate cutting-edge and sustainable cybersecurity solutions. We also saw the unveiling of a Whitepaper by WeSecure App: What defines a robust vulnerability risk management strategy followed by a Press Release on collaboration with Cybersecurity Centre of Excellence, DSCI. Our Farm to Rise: ABM Drive witnessed a nomination of 68 accounts, 15 first-level workshops, 5 second-level deep dives, $670+ Mn TCV of nominated accounts, 12 active pursuits, and 9 core verticals impacted. Our Sales Enablement Drives, RevUp & Momentum were successes too, from RevUp, 58 leads were generated with $2 Mn TCV opportunity in CRM and $5 Mn TCV opportunity in the pipeline. For Momentum, 8 alliances onboarded with us, and 12 partner deep dives were done. SIMPLIFY amplified our Social Media presence with 1,69,088 Impressions, a 2.03% Engagement Rate, and 1.97 CTR. During this campaign, we developed some great assets as well with 20 brochures, 18 battle cards, 7 whitepapers, 10 videos, 13 case studies, and 22 mini brochures.
