As the business world reacted to COVID-19 in early 2020, remote working became the de facto standard. As workforces shifted to remote work, the IT resources they depend on also went remote. Business and IT leaders needed to ensure that the same strong security policies and practices happening behind the firewall went remote as well.
Fujitsu and Microsoft are global partners providing secure workplace solutions to enterprise customers. As their customers raced to support remote work models, security was top of mind. IT leaders were clamoring for proven advice and technical know-how they could implement immediately. Time was of the essence. Fujitsu and Microsoft had the field proven expertise and insight businesses were asking for, but they needed a way reach their market.
With the pressure to implement secure remote working solutions as fast as possible, customers needed fact, not theory. Merit Mile used a combination of real-world experience plus technical insights from Fujitsu and Microsoft security solutions experts as the most credible way to position Fujitsu as an industry thought leader on secure remote work. The integrated marketing campaign became founded on a for experts, from experts point of view, where IT customers could cut through the noise and get right to the relevant information they asked for.
Within weeks, Merit Mile developed an integrated content marketing and demand generation campaign. First, Fujitsu and Microsoft security experts were interviewed by Merit Mile, collecting the source of technical information that was needed. Next, the findings were transposed into marketing content including an eBook, an interview brief with a Fujitsu security leader, blogs, and social content. To drive demand, a series of social media snack size videos and an email nurture series were launched.
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