Challenge: Kratos’ developed a network management product, NeuarlStar Service Quality Management (SQM) to help satellite service providers manage customer services and SLAs. Although, this type of product was well known in the IT and telecomm industry, it was new to the satellite industry. The challenge was to introduce the capability and its value to service providers in the satellite industry.
Solution: An integrated marketing campaign was created to generate awareness and leads for the NeuralStar SQM product. The core element of the campaign was a webinar entitled “5 Ways to Improve QoS for Customers – Faster & Smarter”. The key messages for the webinar came from a white paper with the same title. As a member of the World Teleport Association (WTA), Kratos was able to co-market the webinar to not only its own customers and prospects, but also to the WTA membership. A multitude of emails were sent out from Kratos and the WTA to promote the webinar and telemarketing was also used to promote the webinar and confirm attendance. Beyond generating leads using the webinar, an article entitled “Transforming the Management Of Network Ops To Support Rapid Services Growth” was written and featured in Satellite Magazine to increase awareness in the market. In addition, a 2 minute explainer video was also developed to explain the value proposition of NeuralStar SQM.
Results: With no dollars spent on marketing the webinar, over 136 contacts registered for the event. Over 95% of attendees responding to the post event survey indicated they felt the webinar content was “very good”/”good”. In addition, 50% of survey respondents requested a demo of the NeuralStar SQM product now or in the future.
