Persona-focused experiences to drive engagement and convey Digitate’s impressive value proposition
Digitate, a subsidiary of Tata Consulting, sought to make an impact on IT decision-makers responsible for assessing and purchasing new software. Digitate’s IT operations software helps automate IT operations via AI, uniquely serving both operational users by providing efficiency and risk avoidance, and senior-level IT executives responsible for digital transformation by offering visibility into the entire infrastructure, aiding in planning for AI innovation. Despite its strong foundation, Digitate had little brand recognition in the market and needed to stand out from competitors. Yeager Marketing was brought on board to create a campaign that would differentiate Digitate and communicate its value to these diverse personas.
Digitate faced three core challenges:
The campaign was designed to:
The go-to-market strategy focused on engaging both persona types—Builders and Runners—by tailoring the messaging to their distinct concerns. The strategy targeted these personas through personalized messaging, which highlighted the specific benefits of Digitate’s solutions for each group.
These individuals focus on the future of the IT environment, digital transformation, and AI innovation. Yeager crafted a strategy that emphasized how Digitate provides the visibility necessary to lead infrastructure modernization and AI planning.
This persona is focused on day-to-day operational efficiency and uptime. Messaging emphasized how Digitate’s AI-powered automation could reduce risk, improve efficiency, and simplify routine IT operations.
Yeager’s creative execution centered on building distinct digital experiences for Builders and Runners. Both experiences directed users to persona-focused landing pages with welcome videos and additional information about Digitate’s value proposition. These personalized experiences ensured that the right message was delivered to each audience, driving engagement and deeper exploration of the product.
A Magic 8 Ball-inspired digital quiz allowed Builders to assess their organization’s readiness for digital transformation. The quiz aligned with their key concerns around AI innovation and positioned Digitate as essential to their transformation journey.
An interactive savings calculator demonstrated potential time and cost savings for Runners who implemented Digitate’s solution. This tactical tool provided concrete data, aligning with the operational focus of this persona.
The demand generation strategy focused on converting interest into qualified leads across digital channels. Targeted ads on LinkedIn and StackAdapt directed Builders and Runners to their respective digital experiences, while additional promotion through email marketing and social media kept the campaign in front of key decision-makers.
Though brand awareness was the primary goal, Yeager also implemented a nurturing campaign to capture in-market buyers. High-value content such as white papers, analyst reports, and customer case studies was used to educate prospects and guide them through the buyer’s journey, converting them into sales-qualified leads (SQLs). Real-time analytics enabled continuous optimization to improve lead generation and engagement.
The campaign has been running for over a year and has generated impressive results.
505 Leads, with 185 of those currently marked as MQLs
15,840+ Impressions
Over 2,200,000 LinkedIn Impressions and 13,930 Clicks
Additionally, the persona-driven messaging has been so well-received that Digitate’s sales team adopted it into their sales strategies and pitches. The campaign successfully established Digitate’s brand in a crowded market, drove awareness, and created a pipeline of engaged prospects.
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