Unleashing the power of Human-Centric Marketing: transforming from within

In my recent article, I delve into the transformative power of human2human marketing and how it shifted the paradigm by making emotive connections a primary focus rather than an afterthought. I share my own experiences and insights, highlighting the importance of a new mindset, innovative work approaches, and a shift in narrative that propelled CAE to prioritise connections and foster long-lasting professional relationships.

In the fast-paced world of technology, it's easy to get caught up in technical specifications and features, forgetting the fundamental truth that drives IT buyers and decision makers: emotion. We know deep down that people buy based on how something makes them feel, and then they justify their choices with facts.

This realisation sparked a revolutionary security campaign within CAE, aptly named More Good Days. I set out on a mission to shift the conversation away from the technical speeds and feeds, and rekindle the human connection, embracing a "Human2Human" approach. It was my absolute pleasure to present this approach and the campaign at the recent Cisco Partner Marketing Velocity event, presenting the closing keynote with Hendrik Blokhuis , Director & CTO, Cisco Partner Organisation, EMEA. Read on to hear more. ?

Better Outcomes from Better Experiences

We didn't embark on this campaign blindly; we were armed with insights from a comprehensive study we commissioned - the "enjoyment index" for IT leaders and professionals. The findings were eye-opening: a shocking 21% of those surveyed considered stressful days as nothing out of the ordinary. Armed with this knowledge, we dove deeper into the pain points, challenges, and communication preferences of our specific target audience.

It was clear that to truly resonate with IT professionals, we needed to tap into their emotions and aspirations. We decided to turn the tables and place people and their experiences front and centre. Instead of bombarding them with technical jargon, we painted a vivid picture of what a "Good Day" in IT security looked like and, conversely, the impact of a bad day and how to avoid it.

Our campaign was rooted in the wealth of research we had gathered. We carefully distilled the most thought-provoking statements from our findings and transformed them into various content streams and digital activations. Our strategy encompassed physical immersive events, engaging webinars, collaborative user groups, and an amplified presence across earned media platforms.

But the More Good Days - Security campaign wasn't just about external communications; it was about fostering unity within our organisation; bringing together our technical strategy team, marketing, sales, and vendor teams, ensuring everyone shared a common vision. This collaborative effort ensured that our campaign message resonated cohesively across every touchpoint.

What truly set this campaign apart within the technology industry was our unique and innovative approach. We understood that to drive change, we had to shift the conversation from technology to people. By leveraging customer segmentation and persona mapping, we discovered the untapped power of human connection. We put individuals and their experiences at the forefront, subtly intertwining their needs with our products and solutions that could pave the way for more good days in IT security.

Our research provided valuable insights into the specific challenges faced by IT Professionals in the realm of IT security. We recognised the struggle they faced in managing multiple disjointed products, leading to vendor sprawl and limited value. In response, we showcased CAE's distinctive approach — an end-to-end perspective that offered complete integration and visibility across the entire IT infrastructure. Through intelligent insights and automation, we empowered IT professionals to be proactive, extracting maximum value from their investments while reducing costs.

It was during customer interviews and internal persona mapping workshops that the true essence of the campaign crystallised. I uncovered a consistent theme: CAE gave people better days by delivering technology solutions that simply worked; we call this technology on point. We aligned this sentiment with the overarching challenge faced by customers in various industries, with a particular emphasis on security—a perfect match for Cisco's objectives.

We delved into what constituted a good day for IT security professionals and, conversely, the impact of a bad day. We channeled emotions, weaving a narrative that transformed negative experiences into positive ones.

Throughout the implementation phase, we conducted A/B testing and launched impactful events and activities. Notably, our Security sessions at Cisco Live EMEA brought together experts, fostering collaborative knowledge-sharing. Regular updates with Cisco's security teams ensured our alignment with the "all-in on Security" message.

In conclusion, the More Good Days - Security campaign shattered boundaries and united our teams under a seamless vision. Our ultimate goal was simple yet profound: to give IT professionals more good days in security.

Our campaign achieved several remarkable "firsts” for CAE, and the feedback we received from our customers has been nothing short of phenomenal!

Our research findings shed light on concerning realities within the industry, emphasising the urgency for action. The statistics are sobering: 21% of professionals consider a stressful day at the office as routine, a number that climbs to 27% among IT leaders. Stress levels and security concerns are on the rise, with 53% of IT leaders reporting increased stress related to security matters. This escalation can be attributed to various factors, such as remote work, global tensions, increased cloud usage, and the growing sophistication of hackers. In response, IT professionals are seeking smarter, automated security tools to alleviate monotonous tasks and allow them to focus on proactive and strategic aspects. At CAE, we are at the forefront of this transition, delivering intelligent technology that transforms user experiences.

Our unwavering goal is to deliver more good days by embracing this paradigm shift towards smarter security solutions. By putting our purpose at the heart of everything we do, we continue to revolutionise the industry. We empower organisations and professionals to thrive in an increasingly complex digital landscape, ensuring that they not only stay secure but also experience the joy of more good days along the way.

Thank you for helping me share this Stela Maricic , Celine Mallet , Germaine Page ??