How B2B Expert has worked in practice
Punch Pro has been live for some time and seen some early success with Brands2Life clients. These may trigger some inspiration!
Gemalto: connecting the IoT of today CHALLENGE We were challenged to help Gemalto amplify the opportunity for its PLS62-W 4G wireless connectivity module for global IOT implementations, and deposition rivals offering more niche next-gen technologies with limited global reach. The engineers working with this product are hard to reach and impossible to survey – it is a universe in the single-digit thousands worldwide. So we needed a different approach.
APPROACH We worked with influencers identified through Punch Pro, which allowed Gemalto to find influencers based on criteria of authority, reach, impact and audience. Key potential advocates were identified and approached to contribute to a long-form thought piece on the development of global IOT devices and the likely impact (if any) of global network rollout of next generation connectivity. The net conclusion strongly favoured the adoption of Gemalto’s modules for any projects launched in the next two years, before network rollout was completed.
IMPACT The influencers who contributed to the report provided real, credible, front-line insight into the problem Gemalto was trying to tackle. They supported with the organic amplification of the campaign assets and added to its credibility when used in both on- and off-line contexts. A very small amount of paid media amplification in the UK only drew on targeting based around, amongst other things, the network of our Punch Pro selected influencers, drove over a dozen high value leads to engage with the content and got the message in front of tens of thousands of IoT engineers. The report has consolidated Gemalto’s reputation as a provider in the space, driven direct interest and engagement in the relevant Gemalto products and modules, and is a key vehicle for driving sales and marketing activation worldwide.
Diffblue: engaging the Java unit testing community
CHALLENGE Diffblue provides a testing platform for Java Developers, powered by AI. They wanted to grow their brand profile and presence whilst engaging the Java community in the newly launched freeware version of their application, called Diffblue Playground. But there are few media focussed on software development, and few material news-hooks for the brand.
APPROACH In this context – with a small media community but an active end-user one engaging in discussions on social media - we recommended an influencer-centric campaign. A crowdchat focused on the future of software engineering was scheduled and we helped structure the narrative. Using Punch Pro, we identified and refined a community of over 100 influencers that had the authority, relevance, authenticity and impact we needed to support Diffblue mission, whittled down from a list of over 700 influencers talking about Java development and unit testing worldwide.
IMPACT Careful outreach helped us secure three influencers to help lead a panel ‘crowdchat,’ with a combined following of over 40,000 people. Over 40 members of the Java community joined for the live discussion, delivering a further reach of 110 thousand as the community cross-posted their posts to Twitter and LinkedIn – over 140 posts were shared in the 60 minute live chat spanning issues across the spectrum of Java development and Diffblue’s proposition. The crowdchat resulted in a 300% increase of traffic to the Diffblue Playground product page and in a five-fold increase in dwell time on the website. The influencers are engaged and supporting with further discussion and evaluation of Diffblue’s proposition and will help spread the message of the company’s offer further still.
