Channeling the urgency of modern cyberthreats
It’s every IT worker’s nightmare: The dreaded 2 a.m. call that their company’s security protocols have failed and sensitive business or personal data has been accessed, stolen, or held hostage.
Avoiding this exact scenario goes beyond just IT departments. Business owners view cyberattacks as more threatening than any other kind of loss, including natural disasters.
To meet that kind of urgency head-on, HPE wanted to create a themed campaign for Cybersecurity Month (many of you may know it as October).
This campaign would go beyond the dreaded 2 a.m. scenario and show the wide-ranging ways that HPE builds security into every aspect of their servers, from design to production to distribution. This messaging not only builds their credibility, it helps assure potential customers that HPE takes security more seriously than its competitors.
HPE partnered with Extra Mile Marketing to create an eBook, infographic, and three-video series that defined the modern cybersecurity landscape for three of the company’s target industries: Financial services, healthcare, and the public sector.
Our team took a data-centric approach to these assets, weaving in statistics about the state of cybersecurity for each industry and illustrating the devastating cost of a breach.
Backing up your marketing claims with data is essential to building credibility with your audience, especially where advanced technology is concerned. In this case, it showed prospects that HPE understood the urgency of their problems and had a solution to back it up.
The campaign
The finished assets in this campaign balance the gravity of modern cyberthreats with HPE’s dedication to end-to-end protection that can help prevent them.
Our team created content that could be disseminated and consumed in different ways across a variety of channels.
The centerpiece of this campaign was an in-depth eBook that identified the specific security-focused pain points and corresponding solutions for HPE’s target industries. This eBook allows prospects to easily jump between sections to browse the content that’s most relevant to their role and translates the real-world benefits of complex technology.
To help this eBook reach the right audiences, our team devised an industry-focused social media video series. By creating three short videos, one for each industry, HPE could run targeted ads on LinkedIn to reach prospects and generate leads across sectors.
The final piece of this campaign was a data-focused infographic. This short, punchy resource details the modern cybersecurity threat landscape with impactful, easy-to-understand statistics and solution descriptions. This infographic can be used by HPE’s sales teams to show prospects a quick breakdown of the state of cybersecurity and how their technology helps stop attacks before they start.
The results
Using Cybersecurity Month as a jumping off point, HPE was able to create a timely campaign that also has staying power year-round.
And because they identified the industries where they were trying to expand their reach, they’re now able to speak directly to those prospects with specific messaging.
A targeted but diverse thought leadership campaign helps organizations reach prospects on different channels, and gives them a variety of ways to consume that content. It’s important to engage potential customers on a variety of mediums; the audience for a video is not necessarily the same for an infographic.
Just as HPE’s servers ensure robust protection at each stage of their lifecycle, now their teams have relevant content designed for their priority industries at every stage of the buying cycle.