Security Sales & Integration June 2021 - 41

pertinent to end customers. The program
included a number of external stakeholders
and audiences; at times, the company
worked alongside its competitors whenever
it proved most helpful for end customers.
▶ Webinars: A new webinar program centered
on providing additional thought leadership
and resources to key industries. The program
reimagined an in-person event series and
offered an engaging virtual platform to share
insights and connect with customers. These
efforts resulted in the generation of 2,100+
new leads that had never engaged with
STANLEY previously.
Cost-Effectiveness and Value
While many companies within the security
industry experienced significant declines in
lead-generation activity and other relevant
NEWSLETTER OR CONTENT MARKETING
STANLEY Security
All Hail to the Thought Leaders
One of the most critical components
of STANLEY Security's
2020 marketing strategy
was a comprehensive content
marketing plan that could flex
with the evolving environment,
serve organizations in
their time of need and drive
organic lead generation.
Centered around the
customer, the content marketing
strategy was fueled by
several thought leadership
campaigns, which culminated
in the development and
launch of STANLEY Security's
2021 Industry Trends Report.
Available as a digital PDF,
the report features STANLEY's
updated and modern
branding, with original photography
taking center stage.
Nearly every image used in
the report was an original
photograph, all of which
feature a diverse workforce
representative of the diverse
security consumers the integrator
serves.
" The report includes
exclusive survey data of
more than 2,400 business
decision-makers across the
globe, as well as insights from
global security leaders across
STANLEY, " says Laura Rose,
global marketing director.
" The report in its entirety
paints a picture of the state
of the industry, and what
organizations need to know
to prepare for the future. "
The executive summary by
Global President of Electronic
Security Matthew Kushner
and the 10 trends featured
in the report are packed with
insights that provide readers
with both a high-level
overview of changes on the
A content marketing strategy leveraged multiple thought leadership
campaigns, which resulted in STANLEY Security's 2021
Industry Trends Report.
horizon, as well as a veritable
checklist of what to consider
when evaluating their security
program.The report includes
insights from STANLEY Security
leaders based in Denmark,
Finland, France, Netherlands,
Norway, Sweden, United Kingdom
and United States.
The report was available to
download via a landing page
that included an overview
of the report, as well as an
excerpt from the executive
summary. The integrator
shared the link to download
the report on social media
and designed custom
graphics that reflected the
overall style and design of the
report. In addition, the report
was emailed to end customers
and prospects, with the
opportunity to register for a
free webinar for organizations
to learn more about the
security trends, challenges
and opportunities ahead.
metrics, STANLEY Security proclaims a different
experience.
" Our customer-first strategy and our new
marketing channels and content led to an
increased interest in our services - all accomplished
with little to no paid strategy. As such,
we've achieved a very significant return on
investment, " says Rose.
She cites the thought leadership PR efforts,
which generated more than 23 million potential
impressions, increased the company's
share of voice for enterprise security by 23%
and for small business security by 17% yearover-year.
" Marketing
in 2020 wasn't simply about
generating leads; it was about providing
superior value to the market. And with
executive buy-in as well as support from our
Influencer Program, we were able to do just
that, " Rose says.
securitysales.com
JUNE 2021 Security Sales & Integration
41
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Security Sales & Integration June 2021

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