Motorola—Field Mobility

Brand | Cool was engaged to position and introduce a new strategic focus for the Enterprise Mobility business division of Motorola—Field Mobility. This horizontal, cross-industry solution made up of mobile devices and applications required a demand generation program to a sophisticated audience of both IT professionals and line of business directors and management. We deployed a systematic cadence of communications that resulted in a flow of qualified leads for the sales team and supported top of mind awareness to ensure Motorola solutions were in the consideration set.

The direct campaign included email marketing and print, and was supported with online advertising and webinar development and execution. Over 6,000 inquiries were generated for sales follow up with 750 highly qualified leads assigned to Motorola field team. The remaining inquiries were entered into the CRM database for lead nurturing and future conversion.

Field Service Lead Gen Email and Landing Page

Personalized emails linking to a customized landing page, offer, and contact form, supported the demand generation program. We motivated prospects with compelling messaging and developed a white paper, which along with industry briefs, became effective offers to prospects willing to share their contact information.

Launch of Enterprise Activator Tool

The launch of an innovative and unparalleled online benchmarking tool was the basis for a lead generation campaign that enticed specific targeted titles of line of business and IT professionals to log into a survey tool that immediately fed back results and offered a customized downloadable report, segmented for the prospects specific area of interest. Email and print direct mail as well as banner and text ads on vertical industry sites were the main components of the campaign, with support on the Motorola web site for additional exposure.

Online Advertising

Strategic media planning helped identify the most highly qualified and relevant target audiences and target titles along and media outlets. Leading vertical industry web sites such as VertMarkets, Field Technologies Online, Wireless Workforce Online and Information Week were identified. A mix of banner ads, text ads, gated assets in resource libraries, e-Newsletters and third party email blasts as part of a guaranteed lead program, met our targeted click-through and lead capture results.

Custom Reports Generated for Activator

Relevant and educational assets are key to a solid lead generation program, and Brand | Cool helped Motorola develop resources to entice prospects into the sales funnel with informative and value-added product and solution information. We wrote and designed the downloadable 10-page report for a robust interactive survey tool that provides assessment scores, technology tips and insights, allowing site visitors to engage their mobile field workforce to turn their Enterprise ON. Four report variations were segmented by a prospects specific functional area and line of business.

TCO White Paper | Lead Gen Asset

Brand | Cool wrote a highly technical white paper for the Field Mobility group titled: “Looking Beyond Acquisition: Total Cost of Ownership and the Role of Enterprise-Class Devices”. The team worked with a Motorola senior industry expert to ensure accuracy and relevance and pulled in industry data and research to support the claims and Motorola value proposition. The white paper was very well received both internally and with customer prospects looking to learn more from the thought leadership and industry expertise Motorola brings.

Event Marketing

Motorola hosted an event for customer and prospect CIOs, featuring a Gartner analyst and senior Motorola directors in wireless and security, to educate and influence decision making related to wireless investments. Invitees were drawn from large companies such as Texas Instruments, Michael’s, 7-Eleven, Pepsico/FritoLay, and Interstate Batteries. Brand | Cool helped name the event, “The CIO Exchange” and then designed a bold set of print materials: a ‘save the date’ oversize postcard and a formal invitation, which also doubled as an event brochure/agenda. Pearlescent paper matched with black linen envelopes trumpeted the high stature of the event. The event was very successful and anecdotal feedback on the approach, messaging, design, and unusual metallic paper, were extremely well received.