Launching a new cloud offering with channel partners

Lateral thinking & creative execution drove attendance & engagement with the vital issue of cloud visibility within large enterprises

The Brief

Gigamon needed a creative solution to maximise thought leadership content created for its user conference ‘Visualyze’.

As the industry’s first ever cloud visibility conference, sharing the message that organisations need to prioritise a clear view into all data & applications that are stored within the cloud was essential.

Solution

Working with Gigamon’s local partner, Exclusive Networks, Say identified the target companies based on their cloud providers and developed an ABM LinkedIn campaign.

To develop the right messaging for campaign content & to drive high levels of engagement, we determined the specific pain points impacting users of specific cloud environments, using them as hooks in the ads. An eBook offered as the gated content addressed those pain points with user cases & learnings from the providers.

Say created dynamic graphics & launched 4 ads across LinkedIn over the space of a month. The ads with quotes from providers drove significant engagement, confirming the importance of having third party endorsements when launching new products.

The Results Are In…

46K Impressions for targeted professionals
50% Penetration of the target audience:
7% 1 in 2 professionals now aware of Gigamon cloud solution

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