Google Cloud India
This Involved:Account-Based Marketing, Lead Generation and Nurturing, Campaign Strategy, Content Syndication, Measurement Optimization, Media Planning, UI/UX Strategy, Creative, Web, Content, Paid Outreach, Martech, Project Management
Google Cloud is among the leading cloud platforms in India. But when the campaign started, Google trailed in both adoption and market share. It had introduced an in-country datacenter later than competition (2017). It was a far third to AWS and Microsoft Azure-and was often thought of as a fourth-position player to IBM.
The cloud computing market in India is worth $7.1 billion, and is one of the fastest-growing cloud computing markets in the world, which made it imperative for Google Cloud to mark its mark in the country.
Google Cloud India approached GetIT to help tackle its challenges. Its strategy was to break into the Indian enterprise market was to focus its energies on 6,000 key accounts. It needed GetIT to identify decision-makers and influencers within those accounts, drive up engagement with 25,000+ prospects, and create bridges to its sales arms, including its channel partners.
GetIT drove a 360-degree outreach and engagement engine that centers around an agnostic, personalized content hub. This includes digital content, direct marketing, offline events, and social media platforms, among others.
As a first step, it delved deep into the 6,000 accounts deciding, in conjunction with Google Cloud India, which personas should be targetted.
The campaign started out targeting 6 personas and over time added more. Today it reaches out to 14 personas.
An awareness-, consideration- and evaluation-focused content framework was built along five (soon to be six) key product and solutions areas. GetIT then built a personalized content hub (BuildWhatsNext.com) to host 350-plus pieces of content.
The hub enable prospects to engage directly with Google Cloud India’s accounts managers assigned to them, request for meeting and free trials.
Not all the 14 personas could be sold all the 5 product/solution lines.
GetIT’s propriety Content APE Solution (Content Advanced Personalization Engine) helped. With Content APE, GetIT was able to ensure that each of the 25,000+ prospects received content that was appropriate to their persona, solution pillar, industry, and buying stage.
Content APE also ensures that headlines, body copy, and website elements are all personalized to a prospect’s role, industry and company.
GetIT leveraged intent and technographic data from multiple sources to improve content targeting accuracy. It also used social media and programmatic solutions as outreach mechanisms and drive a multi-channel strategy.
Primary outreach to prospects utilized nurturing newsletters. These newsletters were algorithmically programmed to match the pace and the pillar of each prospect, essentially ensuring prospects drove their own content consumption.
GetIT and Google Cloud India co-created a lead scoring framework to ensure accurate lead measurement and optimal pipeline acceleration. The scoring framework gives different weightages to different personas and different classes of content. The scoring framework is tweaked on a regular basis for greater lead accuracy, and sales effectiveness.
GetIT built a propriety performance platform and reporting dashboard. This offers a 360-view of engagement, and provides all the details on the accounts, personas, content engagement, lead score, meeting requests. This platform is accessible to Google Cloud India sales and pre-sales personnel allowing them to uncover which of their accounts are showing interest, what content they have engaged in, and what their intent score is.
GetIT also ensures that prospects who reach a lead threshold score or who request for meetings with Google Cloud India are automatically and immediately reported to sales account managers, by the site, for speedy activation.
To follow leads further into the sales channel, GetIT build a partner portal. Prospects and accounts from a segment of audiences, which pass the threshold score, are BANT-validated (by a third-party agency) and passed on to Google Cloud India partners via the portal.
As a result of these concerted efforts, engagement levels have risen, generating ever higher numbers of marketing qualified and sales qualified leads. At the time of writing, the campaign had generated:
- Prospects Identified: 26,473
- Prospects Engaged: 2,534
- Prospects Converted into Marketing Ready Leads: 2,330
- Prospects Converted into Sales Ready Leads: 204
- Engaged Accounts: 1,311
- Marketing-Ready Accounts: 1,150
- Sales-Ready Accounts: 161