Objectives & Marketing Strategy

Expand the existing Pilixo marketing campaign targeting MSPs to include enterprise level end users in a variety of compliance related verticals to generate more lead volume and create awareness for the Pilixo brand among prospects.

Marketing Strategy:

To date, relatively small audience size combined with low engagement means the marketing campaigns are simply not generating enough quality leads to drive adequate growth.

MSP Issue
Green Dot suggests a contributing factor is the single-minded focus on MSPs. While MSP have the potential to drive volume through their vast network of end-points, Pilixo does not control the sales process. MSPs control how much they focus on selling Pilixo products to their users, and since Bodi is only relevant to select clients, some MSPs may lose focus if they encounter resistance or get off to a slow start once they sign on with Pilixo, resulting in low sales volume even though the MSP agreed to a partnership.

In addition, we suggest that MSPs require training and sales support materials in order to effectively sell Bodi. This is not so much the case for Remo – however, this product faces established and entrenched competition, as most MSPs are already subscribed to competing services.

Enterprise End Users
Green Dot suggests expanding the campaigns to include corporate end users, specifically for Bodi. Targeting enterprise and corporate level prospects who have compliance requirements directly will significantly expand the audience size, allow for search marketing which generates additional leads, some of which are ready to buy now, and gives Pilixo end-to-end control over the sales process.

Two-Prong Approach
Running two distinct campaigns simultaneously for distinct target audiences will not only generate more lead volume, it also generates brand awareness for Pilixo among end users, resulting in demand MSPs will notice among their clients.

New MSP Lists
The new lists supplied by Pilixo will be helpful in regards to running a more effective and comprehensive campaign targeting MSPs. Green Dot suggests approaching this new target audience in a staged manner – first introducing Pilixo, then building a value proposition, and then asking for the sale. We recommend against engaging these new targets with introductory offers and discounts at the outset.

Suggested Tactics
Green Dot recommends scaling the marketing to include the following tactics:

1. Facebook Page Management – 2 audiences
2. Facebook Ads – 2 audiences
3. Like Campaign
4. Video Ads – Testimonial videos & multimedia product movies
5. Adwords for Corporate Targets
6. Retargeting Ads – 2 audiences
7. Content downloads / Blog Posts – 2 audiences
8. Email Drip campaign – 2 audiences
9. Webinars & Group Demos – 2 audiences (administered & delivered by Pilixo staff)