Unlocking Potential Through Customization: Samsung Knox's Targeted Approach
Applicable Industries
- Education
- Telecommunications
Applicable Functions
- Sales & Marketing
About The Customer
The customer in this case study is Samsung, a multinational conglomerate known for its wide range of electronic devices and solutions. One of their products, Samsung Knox, has been a leading mobile security solution for over a decade. However, Samsung wanted to raise awareness about Knox's versatility within their key verticals, including media publishers, education, frontline, and telecommunications. These verticals are dominated by a few significant players, making it challenging for Samsung to penetrate and make an impact. Therefore, they needed a highly targeted and customized approach to reach these key players and generate high-quality leads.
The Challenge
Samsung Knox, a leading mobile security solution, has evolved into an all-in-one enterprise mobility management solution over the past decade. However, Samsung faced the challenge of raising awareness about Knox's versatility within their key verticals, including media publishers, education, frontline, and telecommunications. These verticals are dominated by a few significant players, making it difficult for Samsung to penetrate and make an impact. The challenge was to design a highly targeted and customized B2B account-based experience (ABX) program that would effectively reach these key players and generate high-quality leads.
The Solution
Samsung Knox adopted a targeted approach by designing a highly customized B2B account-based experience (ABX) program. They initiated a pilot campaign for one key vertical in one market, customizing all campaign assets, such as social ads, display ads, landing pages, and nurture emails, to the five largest target accounts. To ensure high-quality leads, Samsung collaborated with state-of-the-art content syndication and ABM providers globally. They also partnered with a top-tier global telemarketing agency to take the burden of lead qualification off the Samsung sales teams, enabling them to focus on the hottest leads only. This pilot served as a blueprint and has since shown success in four additional core markets, with more regions and verticals to come.
Operational Impact
Quantitative Benefit
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