Summary
From Billion Dreams to B2B Wins: NEC's Data-Driven Odyssey Transforms Marketing NEC India's "Powering Billion Dreams" wasn't merely a B2B campaign; it was a data-driven revolution. NEC transformed its approach, empowering diverse business units with real-time insights that fueled an increase in qualified leads and project win rates. Beyond technology, it embodies trust, collaboration, and understanding of our customers' dreams. NEC's technology is more than tools; it reinforces dedication to a better, safer, smarter, and
Challenge
NEC's "Powering a Billion Dreams" campaign pursued three key B2B objectives. Firstly, it focused on targeted lead generation at major industry events, engaging high-potential decision-makers in government, transportation, and urban management. Notable events included India Today Conclave, BW People CEO CHRO Conclave, and Gartner Symposium. Secondly, the campaign aimed to demonstrate quantifiable ROI by showcasing the impact of NEC's solutions in various B2B needs, fostering project buy-in and partnerships. Recent global participation in events like Singapore Energy Week and Barcelona Smart City Conclave exemplified this effort. Thirdly, NEC sought brand differentiation by positioning itself as India's top B2B technology partner for digital transformation, emphasizing innovation and local expertise. Addressing challenges in India's diverse B2B landscape was crucial for NEC. Pinpointing relevant decision-makers and understanding their needs posed challenges, compounded by internal data silos and fragmentation. Navigating data privacy regulations and ensuring transparency in B2B targeting were significant hurdles. Recognizing the limitations of conventional approaches, NEC adopted a nuanced, data-driven strategy. Initiatives included a centralized platform integrating project data, customer interactions, and B2B market research to dismantle data silos and optimize campaigns.
Objective
The Covid-19 pandemic disrupted NEC's ambitious journey during the realignment under new President & CEO, Mr. Aalok Kumar. Leading over 6,000 employees in a 71-year-old organization through this disruption became a monumental challenge. Priorities centered on team restructuring, alignment, project continuity, and tech leverage for the "India Go Big" ambition. NEC's story goes beyond resilience; it's a testament to data-driven marketing's transformative power. "NEC Makes it happen," launched in March 2021, drove a 25% employee engagement boost and 17% team alignment improvement, thanks to data-driven insights. The real game-changer, "Powering Billion Dreams," unveiled in September 2022, delved into customer data, focusing on grassroots impact. Data-driven storytelling led to a more than 32% rise in qualified B2B leads and 15% more project wins. NEC's journey isn't just about weathering storms; it's about navigating success with data. By harnessing insights, we not only steered through turbulent times but also emerged stronger, unified, and closer to our B2B customers. This epitomizes the essence of a B2B campaign – not just surviving but thriving through data's guidance.
Strategy
NEC Corporation strategically navigated India's intricate B2B landscape through a data-driven approach, transcending conventional segmentation with comprehensive market research. Hyper-personalized content creation showcased NEC's departure from generic B2B marketing, tailoring case studies and social media content to address the unique challenges and aspirations of each segmented audience. Strategic partnerships, particularly with NW18, amplified NEC's reach within specific sectors, relying on brand films and docuseries. Transitioning from refined product demos to impactful storytelling yielded a remarkable 40% increase in content shares among B2B audiences, revealing the effectiveness of data-driven storytelling and authenticity. Despite challenges, NEC prioritized data privacy, implementing opt-in mechanisms and anonymizing data for analysis. This commitment resulted in a significant 35% increase in opt-in rates for targeted B2B communication. Agile data analysis, combining AI-powered sentiment analysis with human expertise, enabled real-time refinement of campaign strategies to meet evolving B2B needs. NEC's closed-loop feedback system continually measured campaign performance, driving iterative optimization and achieving a commendable 20% reduction in campaign cost per B2B lead compared to traditional approaches. A cross-functional team and open communication ethos ensured NEC effectively communicated with their B2B audience, fostering transparency and co-creation of solutions to address multifaceted challenges.
Data
The campaign aimed to spotlight NEC's pivotal role in India's digital revolution, featuring Japanese technology tailored for diverse demographics with 'make in India' solutions. Illustrating this was their contribution to the Aadhar program, a vast biometric identification system. NEC's biometric boarding systems at major airports like Varanasi, Kolkata, Pune, and Vijayawada streamlined operations, incorporating advanced facial recognition to enhance passenger experiences, reduce wait times, and emphasize innovation. Initiatives extended to vital connectivity projects, linking Andaman and Nicobar Islands to the mainland for essential data and voice connectivity crucial for e-Governance and e-commerce. Urban management underwent transformation with NEC's Integrated Command and Control Centers, leveraging AI and data for security and traffic management, benefiting city operations and residents' well-being. NEC's impact reached Uttar Pradesh with an Intelligent Transportation System for UPSRTC buses, revolutionizing public transport, and their Surat Automatic Fare Collection system, benefiting 200,000 daily commuters with contactless smart cards. Involvement in transforming smart city control centers during the pandemic showcased NEC's adaptability and commitment, spanning from Saharanpur City to Thiruvananthapuram. Notable endeavors like the Tirupati Smart City project underscore NEC's unwavering commitment to India's digital journey, establishing them as a silent yet formidable force in the nation's transformative landscape.
Solution
Results
Powering a Billion Dreams" marked NEC's transformative data-driven B2B journey, positioning it as India's preferred technology partner. Challenging the notion of dry B2B marketing, NEC achieved impactful results: -Brand Awareness: Surging by 36%, post-campaign familiarity jumped from 60% to 82%, making NEC a recognized force in India's digital future. -Engagement: The campaign generated 1.5 million social media engagements, with a 12% share rate, fostering active participation, advocacy, and conversations. -Lead Generation: Exceeding targets, a 32% rise in qualified B2B leads and multi-million-dollar contracts showcased NEC's storytelling resonance and conversion power. Recognized as the 'Tech Company of the Year 2023' at the Indian Digital Enabler Awards and honored across various categories like 'ET Best Brands of 2022,' the campaign's success translated into tangible business outcomes. It generated 193 leads and secured multi-million-dollar contracts, showcasing a robust return on investment. In the smart cities segment, Thiruvananthapuram's project, secured after the campaign, is already reducing traffic congestion. In Uttar Pradesh, the citizen safety index meter has risen since NEC's project implementation, highlighting the tangible impact on communities. Beyond metrics, the campaign is aimed to leave an indelible mark on the nation, empowering lives and shaping the fabric of a digital future.
