At the recent CRN Sales & Marketing Awards, MTI Technology, a global provider of IT and IT security services and solutions, walked away triumphant, with its ‘Secure HCI Campaign’ winning the award for Best Marketing Campaign.
The CRN Awards recognise and reward the achievements of the individuals and organisations responsible for helping make the UK IT channel truly great. Sales and marketing teams are often at the epicentre of many successful channel businesses and the awards are there to recognise their efforts. Six months ago, MTI had no marketing function in the UK, but thanks to a new management team headed up by CEO Scott Haddow and CSMO Angelo Di Ventura, marketing was pushed to the heart of a wider transformation strategy for the organisation.
Focusing on one of the hottest topics in business technology, HCI or ‘Hyper-converged infrastructure’, is a revolutionary new approach to transforming the data centre, in the same way the electric car is revolutionising the car industry.
However, cyber and data security is still paramount to all organisations, so MTI saw an opportunity to combine the two topics into a sophisticated solution and marketing campaign. This ambitious multi-channel, multi-stage, persona-driven and personalised campaign, in conjunction with DellEMC, ran from September 2017 until early Q1. Using automatic profiling, tailored content hooks, lead nurturing, lead tracking and a unique approach to sales and marketing collaboration.
A well-deserved award, this campaign has been a watershed moment for MTI, clearly demonstrating the power of modern marketing.