INTRODUCTION Project Overview

Irdeto implements a buyer-centric content strategy, powered by marketing automation (and lead management programs)

Introduction

It’s tough for sales teams in the B2B sphere.

Customer preferences are increasingly shifting from in-person sales interactions to digital ones – a trend that has only been accelerated by COVID-19.

It’s a sudden shift that has led to a mismatch between how buyers buy and how sellers sell; buyers expect more while sellers scramble to keep up.

For prospects to develop more confidence and trust in a brand (and ultimately lead them to purchase), vendors need to interact at just the right moments, with just the right content.

Technologies such as Marketing Automation Platforms can help streamline and scale those communications, acting as a bridge between your buyers and your brand.

Vendors need to interact at just the right moments, with just the right content

Project Overview

Irdeto implements a buyer-centric content strategy, powered by marketing automation (and lead management programs)

Irdeto is a market-leading company specializing in digital platform security for various industries.

Realizing that a new age of B2B buying (and therefore selling) was upon them, they decided they needed to adapt and improve their marketing and sales processes to better meet their buyers’ needs.

Specifically, Irdeto sought to develop a more robust lead management system in their Marketing Automation Platform (MAP) Pardot for two sectors: Healthcare and Gaming.

For each sector, Irdeto and LeadFabric collaborated on two intertwined projects that took place over six months.

Project I was about deepening audience understanding (via personas and journeys) and refining each sector’s content strategy, while Project II was about aligning on lead funnel stage definitions, developing lead scoring and nurture programs with Marketing Automation, and implementing buyer-centric content strategies.

Read on to find out what each Project’s deliverables were and how they contribute value to both Irdeto and its customers.