In 2016, F-Secure had the challenge of marketing one of their flagship security solutions, Protection Service for Business (PSB), massively in all their key growth areas. The target groups were existing and new end users as well as existing and new resellers. The objective was to increase the sales of PSB and to get existing partners to upgrade to a new, improved management portal to facilitate sales.
A campaign based on marketing automation was launched in 20 countries across the globe, in 14 different languages. ID BBN was responsible for campaign planning, visual design and content, as well as the campaign flows and all marketing automation platform implementation. The campaign made use of buyer persona specific emails directed to landing pages with different test apps and surveys for each target group. It also included several webinars held in different languages and the option of signing up for a free software trial, complete with a marketing automation program to support the trial phase messaging. The campaign messages emphasized a blend of form and function, as well as a new, improved user experience.
By the end of 2016, nearly 100% of existing partners had upgraded to the new management portal. The campaign messages reached their targets effectively, with great email open rates and click through rates for both resellers and end users. The number of active resellers grew nearly 14% from the previous year. All, in all, PSB sales increased 25% in 2016. This can be attributed to efficient use of marketing automation.
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