In-depth industry knowledge
Throughout her 18 years in the IT industry, Iben Søgaard, Marketing Manager for Denmark and Norway at Citrix, has collaborated and developed campaigns with several agencies, both Danish and large international ones.
– It is my experience that many agencies often come up with an advanced plan that does not hold up in reality. They lack industry knowledge and understanding of both partners, distributors and the large vendors such as Microsoft. It is an experience that means a lot and is completely unique to Gammelbys.
Lead generation requires broad and deep understanding and experience
Several of the employees at Gammelbys come from the IT industry. Here they’ve been responsible for communication and marketing tasks and responsibilities with both manufacturers, distributors and partners and have been part of the development the industry has gone through.
– Gammelbys’ industry insight makes all the difference for our campaign results. We are dealing with complex, high tech products with a very narrow target group. You have to understand the pains of the target group and their business benefits by choosing Citrix, and connect it to what is happening in the industry. It is difficult to market and generate leads if you do not have both a broad and deep understanding and have tried these things before, Iben elaborates.
At Gammelbys, they prefer to spend the time on local adaptation of campaigns and content instead of choosing the easy and slightly cheaper solution of simply reusing, for example, American content. That has proven time and again to provide better results for us.
The critical questions make the campaign targeted and focused
Iben gives an example from a campaign that Citrix developed together with one of its distributors who wanted to make the campaign available to its partners.
– Already from the initial meeting, Gammelbys worked in super detail and very thoroughly. We could clearly feel that they knew what they were doing. Before the meeting, we and our distributor had thought that we were ready with a campaign – but instead we got a lot of things to think about! The entire process to get started with the campaign turned out to be well spent in the end, states Iben.
– Gammelbys asks the specific and critical questions that make the campaign good because it is targeted and focused. They don’t just sweet talk us and give us the promotion we ask for. They know that a campaign must be to the point in relation to a specific target group in order to generate leads.
– At Gammelbys, they would rather spend the time on local adaptation of campaigns and content instead of choosing the easy and slightly cheaper solution of just reusing, for example, American content. This results in a much better result – both in relation to the campaign itself and in general, where Danish content that is targeted at the target group is also used by our sellers in other contexts, says Iben.
Results
Ongoing follow-up and optimization of the campaign
But is there a risk that you as a customer will be run over by Gammelbys when they come with so much experience?
– Our collaboration with Gammelbys is incredibly constructive and open. In the development and execution of campaigns, Gammelbys incorporates our experiences and the reality that the campaign must play into, e.g. the link with Sales. When the campaign is executed, they are also good at continuously following up and adjusting, so that we constantly optimize based on the experiences we gain along the way, says Iben.
The distributor was also so satisfied with the campaign and the collaboration that they themselves developed another campaign with Gammelbys, in continuation of the joint campaign with Citrix.
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