With historical success within the Cloud & Service Providers (C&SP) segment, Schneider Electric's Secure Power division came to us with a question: How do we increase penetration and account coverage outside of C&SPs across international zones?

2021 brought a new year and a new set of challenges that forced us to rethink how we identify and interact with prospects and customers. To continue growth, we needed to expand relationships with key decision-makers outside of C&SPs in Asia, India, the Pacific, South America and MEA.

That meant using data and insights to align Sales and Marketing to focus on the right accounts, finding new ways to communicate through personalisation at scale, and driving pipeline.

But first, we had to break them away from the familiar and towards a more customer-centric approach that put the right message in front of the right person at the right time.

We had to be ambitious.

We placed a highly personalised content production initiative named 'Trapper' at the centre of the program – enabling the creation of individually personalised reports.

Built from CDP data, these reports were then distributed to target personas in accounts through a customer journey optimised for account penetration, engagement, and conversion – allowing for over 136,000 potential content/sequence combinations.

We personalised each report and messaging to the account's industry (BFSI, Public Sector, Manufacturing, Retail, and a Generic Industry Variation), solution category (Data Centre or Edge), and data signal (Intent and Install) and the personality archetype of recipients. The reports also included industry and Zone-specific customer case studies delivered through a social selling program for 27 Sales representatives.

Furthermore, we supported the personalised outbound activation with a comprehensive media programme aimed at building awareness and lead generation across LinkedIn and content syndication platforms targeting best-fit accounts and personas across Zones.

Once we’d identified segments and accounts, we needed to look at the core stakeholders within them. More specifically, we wanted to understand the people behind the personas.

To do this, we used AI to construct DISC based personality profiles across each Zone to uncover the key traits and behavioural responses of our target personas at an International and Zone level. This enabled us to enrich our persona profiles further by understanding their wants, needs, and interests on a function-by-function basis, and optimise content for engagement.

Coupled with signals and insights from the CDP was a messaging, content and engagement framework we could use to engage and spur action at a human level. And with our foundations set, we were able to deliver an end-to-end, multi-channel programme covering acquisition to qualification.

By embracing change and taking a customer-led approach to engagement, Secure Power now knows more about its customers than ever before. And with the programme in its final quarter for 2021, the scale and impact of the project can be felt across the business.

Over the course of the programme, we engaged 98% of accounts outside of C&SPs, enjoyed a Pipeline to Spend ROI of 34:1, and increased our average opportunity size by 40%.

Aligned to Secure Power's core and commercial marketing challenges, we’ve engaged over 3,600 accounts outside of C&SPs, over 9,000 key contacts, and contributed to over €13.7 million in pipeline.