Vertical Campaigns-in-a-Box for Equinix: Manufacturing and Retail Banking
OneGTM enabled Equinix to target the manufacturing and retail banking verticals with comprehensive, insight-led campaign toolkits.
Equinix is the world’s digital infrastructure company. Equinix’s network of 220+ interconnected data centres in 60+ markets on 5 continents connect enterprises and services providers across the globe. Via Platform Equinix businesses can connect to a dynamic ecosystem, including 2,900+ cloud and IT and 1,800 network providers.
Equinix wanted to increase penetration of key verticals and improve marketing efficiency by developing focused campaigns that could be rolled out by the in-country marketing teams. In EMEA there were different levels of market maturity and some countries had already started targeting certain sectors, however there was a lack of consistency in the messages being delivered across the region. In addition, the individual regional teams were duplicating effort by spending time on creating campaign assets for their own individual markets.
We focused on two sectors to begin with - manufacturing and retail banking - providing Equinix with a comprehensive campaign toolkit for each vertical, including a range of assets that facilitate campaign delivery whilst also allowing flexibility in content and approach for each region.
Each campaign was designed to have broad relevance to businesses within in each vertical. Through an initial discovery & insight stage consisting of external desk-based research alongside interviews with internal subject matter experts, we identified the key trends and business challenges in each vertical and outlined how Equinix is best placed to solve them. Our initial recommendations were validated and refined in a planning workshop with key Equinix stakeholders and based on the outputs we developed a full campaign plan and narrative.
This process was followed by the creation of the campaign toolkit including a variety of content, communications and sales enablement assets such as eGuides, infographics, a webinar deck, email series, social media kits, call-out guides/conversion maps and sales playbooks. This has reduced the effort required by the regional teams to develop campaigns and has allowed them to focus on executing and driving leads instead.
The initial two vertical CiaBs have been rolled out in EMEA by the regional Equinix field teams. They have been so successful that they are now being partnerised both in EMEA and in other regions, leveraging the flexibility that they offer. The manufacturing campaign has since been extended and expanded to include more assets.
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