INTEL // DEVICE AS A SERVICE

BUSINESS PROBLEM

Device as a Service (DaaS) is a PC subscription model offered by technology providers. Leading chip processor manufacturer, Intel, sought to position their brand in this emerging space; however, they had yet to determine a firm go-to-market strategy. They approached our agency for product positioning and an accompanying 360 campaign for this new offering: “Device as a Service featuring the Intel vPro® platform.” The messaging needed to ensure Intel’s partners, industry influencers, and target customers understood the value of the Intel vPro platform for DaaS deployments across businesses of all sizes. And because the solution was net new for Intel, their sales and marketing teams required sales enablement collateral to educate and foster productive customer conversations and future campaigns. In a nutshell, Intel needed to ramp up internal teams, and then build awareness externally and drive demand for Intel vPro-based PCs bundled within DaaS subscriptions.

SOLUTION & Approach

To better understand Intel’s role within the DaaS model, the value of the vPro platform, and audience nuances, I conducted research through a series of ten interviews with product managers, engineers, sales reps, and marketing leads. Armed with the transcripts, a Forrester study on vPro, and additional market and competitive research, I rolled up my sleeves to extract the human insights, define the Intel advantage, and craft a fresh narrative and messaging strategy. I distilled the vPro benefits into three main categories—better user experience, optimized IT resources, and simplified cost and deployment—each addressing priorities of the end user, the IT operator, and the ROI-hungry business decision maker.

With a messaging framework in place, I then identified campaign tactics that would bring the story to life and accommodate the client’s limited budget. As lead strategist on the initiative, I handled the entire content strategy and development and ensured our creative team was supported every step of the way. After an unbelievable amount of hard work and dedication, our team pulled together an impressive set of deliverables that helped launch Intel into the wild world of DaaS:

• Campaign style guide and playbook

• Internal training guide for Intel teams

• External sales presentation deck to facilitate a full-funnel customer journey, from elevator pitch to purchase conversations

• ADA-compliant, digital and print-ready brochures for industry events and sales meetings

• Quick-reference sales guide with product benefits, conversation starters, and qualifying questions

• Digital infographic highlighting platform features and proof points

• SEO-optimized landing page on Intel.com

• Display ads

• (5) full-length videos: (1) solution overview video, (3) benefit-focused videos, and (1) SMB-targeted video

• Video cut-downs for social

• Social posts and engagement strategy for LinkedIn, Twitter, and Facebook

And my favorite piece of praise from our head Intel stakeholder, Jeff: “That DaaS work you guys did... was HEAVEN. Thank you so much. You’re an amazing partner.”