Intel makes complex cloud migration simple with everyday metaphors
Metaphor-led creative and separate guides for developers and finance leaders, promoted to targeted enterprise accounts
Thousands of choices, one complex message
Before a company can run AI applications, it needs to be running in the cloud. For each workload migrated, companies face thousands of choices, so many that they make educated guesses rather than data-driven decisions. Intel Cloud Optimizer answers that, though the solution itself is complex and expensive.
Earlier campaigns for Intel Cloud Optimizer had failed, and it came down to a simple insight. The message was just too complex. A clearer message was not enough, so the audience targeting needed pinpoint precision. Firmographic data like revenue and employee size was set aside for a list of companies with specific cloud infrastructure needs, showing intent signals for cloud migration and cost optimization. Two very distinct audiences had to be won at once. Developers prioritize performance from cloud applications, while finance leaders focus on cost efficiency.
Landing the message with metaphors
Intel had learned the hard way that in marketing, complexity is the enemy, so the message was landed with metaphors. The creative featured everyday scenarios illustrating the perils of choosing the wrong tool for the job, such as eating soup with a fork or hammering a nail with a screwdriver.
Painting the picture with GenAI
A text-to-image platform trained on licensed images produced high-impact creative depicting the scenarios. That meant less time photoshopping and more time crafting intelligent customer journeys that drove revenue.
Separate guides for each audience
Separate e-Guides were produced as hero assets for the DevOps and FinOps audiences, speaking to their specific pain points and how Intel could solve them. Third-party audience data promoted them to targeted accounts through LinkedIn Ads and content syndication.
A nurture series built by role
Customers who downloaded the assets were entered into a personalized email nurture series based on their role. Through the series they received guides, videos, reports, customer stories and solution briefs to nurture them along the buying journey.
Making sales easy with automation
Based on engagement with the content, sales reps were triggered to follow up using email templates created for them. This smart, automated journey ensured that qualified leads were actioned on in real time.
Simplicity stood out
Beyond the business impact, the sales team said the one thing marketers never hear. “These leads are really high quality!” The campaign became the benchmark for building an ABM engine across Intel Americas marketing.
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