Raise brand awareness within target market verticals



Sumo Logic


The challenge

Sumo Logic, a cloud-native log and analytics platform, needed help driving more business within specific market verticals.

The thinking

Typically working closely with the Sumo Logic team in the US headquarters, the onebite team partnered with the local EMEA team to support them with this effort.

The EMEA marketing team devised a series of vertical targets, such as financial services and the gaming industry, as key audiences who would benefit most from Sumo Logic’s cloud-native analytics platform. The team ran highly targeted quarterly campaigns with the intention of generating new leads and produced sales enablement assets to help convert leads to sales.

The execution

The onebite team worked in collaboration and recognised that Sumo Logic held very little brand awareness within these target verticals, and so top of the funnel activity would be required to help build awareness before the audience would consider them. By targeting vertical-specific publications and developing pitch narratives around the value of continuous intelligence to the challenges of those verticals, this created one cohesive integrated campaign.

We worked closely with Sumo Logic to define who they wanted to reach within the target vertical sectors, leading to us focus specifically on FinTech organisations who are born in the cloud, as we knew this would give us the most fruitful opportunity to reach hot prospects who are a great fit for Sumo Logic.

The results

For the largest campaign targeting Financial Services, we secured over five pieces of contributed content, including an ongoing column with Finextra enabling us to continue to build brand presence over time.

This objective to drive more business within specific market verticals was a priority for the Sumo Logic executive team, so not only did this activity support the organisation’s wider strategic priorities, it also resulted in a renewed focus by the sales and marketing teams.

Sumo Logic – Integrated vertical campaigns
Sumo Logic – Integrated vertical campaigns

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