Digital strategy for a public cloud product
We built the go-to-market plan and lead flow for a new B2B cloud product. The goal was to reach technical decision makers and give the sales team quality leads.
- Role
- Head of Digital Marketing
- Year
- 2023
- Company
- AzInTelecom
- Model
- B2B
A complex product, a long sales cycle
CTOs and IT leaders choose cloud services, and the decision takes weeks or months. What was needed were leads the sales team could talk to, not ad clicks.
Goals
- Go-to-market message and positioning
- A flow of quality B2B leads
- Measurement from lead to deal
How we did it
Positioning
Local cloud advantages: data stays in the country, local support.
Landing pages and forms
Pages per segment and short forms.
Channels
LinkedIn, search and events.
Handover to sales
Lead quality criteria and a CRM flow.
Results in %
- +[X]%B2B leads
- +[X]%lead-to-meeting rate
- -[X]%cost per lead
In B2B what matters is not the number of leads but the number the sales team follows up.