For a Global IT Distributor, We Launched a New Service Model and Generated 300+ Inquiries

A leading global IT distributor was preparing to launch an innovative Hardware as a Service (HaaS) model. The offering was designed to help businesses shift their IT spending from a traditional capital expense (CAPEX) to a more flexible operating expense (OPEX). The challenge wasn't just to announce a new product, but to educate the market on a fundamentally different way of managing IT infrastructure.

About client

A global IT distributor and solutions provider enabling businesses to procure, finance, and manage technology, with services spanning cloud, devices, logistics, and innovative consumption models like Hardware as a Service.

Industry

IT Services and IT Consulting

The Challenge: Building a Market, Not Just a Campaign

The client needed to build awareness and drive adoption for HaaS among IT decision-makers, many of whom were accustomed to the traditional hardware purchasing model.

This presented several core business problems:

  • Low Awareness: The concept of HaaS was not widely understood in the target markets.
  • Overcoming Inertia: Businesses needed a compelling reason to shift from the familiar CAPEX model.
  • Complex Value Proposition: The financial and operational benefits of HaaS needed to be communicated clearly and simply.

Our Approach: A Multi-Channel Education and Acquisition Strategy

We developed a targeted strategy to build awareness, educate potential customers, and drive qualified inquiries.

  1. Drive Discovery with SEO We conducted extensive keyword research around terms related to IT efficiency and cost-effective hardware solutions. By optimizing the HaaS landing page and related content, we ensured the client was visible to businesses actively searching for a solution to their IT challenges.
  2. Build Awareness with PPC and Display Ads We launched targeted advertising campaigns aimed at key sectors like education, healthcare, and finance. The ads were designed to introduce the HaaS concept and drive traffic to the educational content on the landing page. We also used retargeting to stay in front of users who showed initial interest.
  3. Educate and Convince with Content Marketing We developed clear, benefit-oriented content that explained the advantages of the OPEX-based HaaS model. Through blog posts, case studies, and explainer videos, we built a strong business case for HaaS, showing how it could solve specific IT and financial challenges.

The Impact: Successful Launch and a Strong Sales Pipeline

Our integrated strategy successfully launched the HaaS offering, driving significant traffic and generating a strong pipeline of qualified leads.

  • The HaaS landing page attracted over 14,000 unique visitors.
  • The campaign generated over 300 inquiries and sign-ups.
  • High user engagement was demonstrated by a 3-minute average session duration.