Sophos needed to generate leads for their education sales team, for a complex networking and security product, UTM. We were asked to devised a multi-channel lead generation programme to target IT decision makers in education.
Brief to Junction
Sophos were looking to run a multi-channel to end-users in the education sector that delivered a 1:10 return on investment and found creative ways to target and engage this hard-to-reach audience.
Campaign strategy
Using a combination of engaging creative, backed up by rock solid audience data insight, well thought-through marketing automation work flows and a unique lead nurturing and scoring process we created a Multi-channel on and offline push campaign involving email, high-impact direct marketing, video and a dedicated campaign microsite.
This campaign delivered $1.2m of pipeline for their sales team directly.
- A qualified sales pipeline of $1.2m where they have to-date converted $550k with another $250k anticipated to close by end of the first three months.
- Giving an ROI of 1245% (including the data budget) against the specified 10:1 return on spend.
- Sophos’ brand awareness has vastly increased across this market where they were not a top three consideration beforehand.
- This campaign has subsequently been converted into a channel partner campaign and due to its success has been rolled out in the USA and Australia regions, something that is unprecedented at Sophos.
