Iris > Case Studies > Unlocking Potential Through Customization: Samsung Knox's Targeted Approach

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

The targeted and customized approach adopted by Samsung Knox resulted in significant operational results. The collaboration with state-of-the-art content syndication and ABM providers globally, along with the partnership with a top-tier global telemarketing agency, effectively took the burden of lead qualification off the Samsung sales teams. This allowed them to focus on the hottest leads only, improving their efficiency and productivity. Furthermore, the success of the pilot campaign in one key vertical and market has paved the way for its replication in four additional core markets, with more regions and verticals to come. This strategic approach has not only raised awareness about Knox's versatility within key verticals but also positioned Samsung as a proactive and innovative player in the market.

Quantitative Benefit

Enabled 15 sales conversations with Director+ level decision makers of the UK’s largest publishing houses.
7 out of 9 of the UK’s largest publishing groups and 5 out of 10 of the UK’s biggest news titles led into sales talks with Samsung.
Generated over 150 MQLs of senior decision makers in the UK's largest publishers.