Creating solid foundations for ambitious growth.
Sumo Logic Inc. is the pioneer in continuous intelligence, a new category of software, which enables organizations of all sizes to address the data challenges and opportunities presented by digital transformation, modern applications, and cloud computing
Recognising a need to grow their Japan business Sumo Logic engaged Mountainview Creative to create and deliver a comprehensive go to market strategy that would fuel their future growth.
SERVICES
Strategy
Translation
PR
Demand Gen including campaign design & delivery
Partner Marketing
DELIVERABLES
Sumo Logic Japan marketing strategy and implementation FY20 & FY21
The Brief
In order to meet aggressive growth goals Sumo Logic Japan’s go to market strategy needed to address dual priorities of market share acquisition and pipeline generation.
An initial discovery workshop highlighted that Sumo Logic Japan’s awareness and lead gen goals were traditionally underpinned by a single tactic - Live Events - which ceased summarily with the advent of Covid 19.
Additionally, all existing web, digital and printed content was delivered in English - a critical issue in a country where the language barrier is almost absolute.
The Solution
Working with the Japanese and Global leadership teams we proposed a marketing strategy that brought together the critical components of PR, Digital, Demand Generation, Inside Sales and Sales.
The resulting plan covered the full spectrum of the lead life cycle from contact acquisition, MQL creation, progression through to close ensuring that we were not only connecting the dots between activities but ensuring clarity of understanding and action around each handoff point.
At the same time, we initiated an extensive translation project encompassing content delivered through the ABM program, website, digital ads, campaigns, nurture streams, and SDR outreach sequences ensuring Sumo’s voice was heard and understood.
The Results
The impact of breaking down the language barrier and delivering local language content was immediate, with significant pipeline uplifts via the AMB, Digital and Demand Generation programs.
Marketing nurtures and SDR outreach saw similar levels of engagement and outcomes as we made the switch to local language content and follow up.
The engagement of a local PR company together with a solid local language social strategy helped address the overarching awareness issues with a steady stream of pick up by local media.
