A complex B2B mobility-management solution with no formed demand: the audience wasn’t searching for the product, target search queries barely existed, and the product needed explaining through scenarios and value — otherwise conversion would stay weak.
Technology & Gaming
Kaspersky — Creating Demand for a B2B Product
Launching Kaspersky Secure Mobility Management into a market with zero formed demand — 5.5M reach and qualified enterprise leads.
5.47M
Audience reach
47,415
Landing page visits
55
Qualified B2B leads
70%
Readers continuing to site
The challenge
The approach
A two-loop funnel: first create demand — content marketing on promo-pages and professional media with pain-point scenarios, seeding in specialized IT Telegram channels, message testing with winners promoted to performance creatives; then capture it — campaigns on informational queries, search and network retargeting via audience pixel segments (opened / read / visited), with offers matched to funnel stage. 70% of promo-article readers clicked through to the site.
The results
A working demand-generation system for a product nobody was searching for, with transparent per-channel economics.
