Security Sales & Integration June 2021 - 40

Sales & Marketing
26
th
ANNUAL
OVERALL INTEGRATED MARKETING PROGRAM (LARGE COMPANY)
WINNERS
2021
STANLEY Security
Repositioning Marketing Strategies
in the Age of COVID
With end users facing uncertainty and myriad
questions amid the pandemic, STANLEY Security
repositioned its 2020 marketing strategies
and developed new marketing and content
channels to ensure its customers received the
support they needed and felt empowered in
protecting their organizations.
" Our strategies, content and tactics were
initially positioned with a focus on product and
sharing what those products could help our customers
achieve. However, the changing times
encouraged us to pivot - and do so quickly, "
explains Laura Rose, global marketing director.
The marketing team narrowed its focus to
solving one question: How can the company
help organizations in their time of need? The
answer: Provide them much-needed resources
and solutions straight from STANLEY Security's
own thought leaders, sales professionals and
security experts.
Early in the pandemic, the company directed
In 2020, the company shifted
its initial product-centric
marketing strategy to a solutions-based
approach due to
the pandemic.
its attention toward helping organizations
establish safer and healthier environments.
These eff orts centered on providing resources
on remote security environments and technologies
like human temperature screening devices,
visitor management platforms, identity
management and more.
As time went on and reopening strategies
were implemented, organizations' needs
shifted to improving effi ciencies and driving
cost savings - insights STANLEY Security
provided through its expanded resources and
the launch of a new solution ecosystem.
" After months of collecting voice of customer
data, we learned that organizations needed
tightly integrated solutions that could help
them proactively solve problems and drive
operational effi ciencies, " Rose explains. " In response,
we introduced UNA, our ecosystem of
advanced security, health and safety solutions. "
Unique Types of Marketing Collateral
Throughout the year, STANLEY Security
tailored an approach focused on education
and support. It led to the development of new
40
Security Sales & Integration JUNE 2021
resources and marketing collateral and created
an increased demand for its services while
using no additional marketing dollars in many
cases. Among the newly expanded marketing
materials and tactics:
▶ Increased blog production: The company
greatly expanded its STANLEY Infl uencer
Program, which features internal subject
matter experts who contribute blog content
and participate in marketing and PR opportunities.
When COVID-19 began impacting
organizations, the team of Infl uencers
produced content at three - sometimes
four - times the pace they were producing
in 2019. Their eff orts led to a 53% increase
in organic website sessions.
▶ White paper series: The demand for practical
advice and actionable insights led the
company to develop multiple white papers.
Topics were driven by customer needs and
included how security solutions would
adapt to health and safety concerns, the
functions of a remote security program, and
industry-specifi c topics like how to leverage
CARES Act funding. The white papers contributed
to a 67% increase in organic leads.
▶ Community Insights video series:
Internal infl uencers and experts involved
with the company recorded a new video
series wherein they shared their expertise
and experiences on a wide range of topics
securitysales.com
http://www.securitysales.com
Security Sales & Integration June 2021

Table of Contents for the Digital Edition of Security Sales & Integration June 2021
