# Engaging a complex audience with a multi-channel lead generation campaign

### Engaging a complex audience with a multi-channel lead generation campaign

Content Creation, Lead Generation, Copywriting, Multichannel Marketing

### The challenge

Many of Sophos’ customers and prospects buy through resellers, so not much was known about them. And then there’s the added problem that IT security products have become as complex as the networks they’re trying to secure. Sophos wanted to target school and college IT network managers, but had limited insight into current markets, drivers and challenges.

They did know they were targeting a disparate target audience with different needs, from budgeting issues and multi-campuses to existing contracts. They also lacked any structured communication programme for existing customers.

### The approach

We created a whimsical campaign with legs that covered DM, eDM, guides and infographics to support lead generation. The ‘gated’ value-added assets we developed also helped target follow up content based on what we learned from the campaign. We then created a toolkit so that partners could adapt and use the campaign too.

By using a core theme for both customers and prospects, we maximised budget efficiencies. The click-through rate and consumption of value-added content exceeded the target. The campaign also gave Sophos an enhanced window to their customers and prospects. With enquiry targets surpassed, Sophos experienced strong sales leads with higher-than-anticipated sales.

## The Results

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#### Enquiry targets smashed.

Sophos experienced strong sales leads with higher-than-anticipated sales.

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Source: https://h2o-creative.com/case-studies/sophos-lead-generation-campaign
Publisher: h2o creative (https://h2o-creative.com)
Description: How h2o creative ran a multichannel lead generation campaign for Sophos aimed at school and college IT network managers, beating enquiry targets on a tight budget.

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