Data centre

Investigating the journey into public cloud: A thought leadership campaign

Asanti

Public cloud Asanti infographic

Objective

  • Position Asanti as an authority on the data centre industry, colocation and cloud migration strategies.
  • Nudge public and private sector to reconsider ‘Cloud First’ – the practice of defaulting to public cloud for IT applications.
  • Generate media attention around Asanti and the challenges of Cloud First strategy – a story journalists had shown interested in, but were reluctant to cover without evidence.
  • Generate data on Cloud First problems, enabling evidence-based recommendations to clients, and providing a unique position to take in speaking opportunities.
  • Create engaging content for both top-of-funnel and lead gen marketing.
Asanti public cloud report

Approach

  • Worked with Asanti’s experts to design a survey that interrogated the challenges we suspected existed around Cloud First.
  • Worked with research partner Vanson Bourne to gather responses from 100 senior IT professionals across sectors.
  • The findings gave Asanti industry-shaping data, including: 77% said public cloud costs were more than expected; 91% are bringing applications back on premise; and 67% wished they’d taken a hybrid approach.
  • Using data and respondent comments, we created a whitepaper which took readers through a clear business story, from cost of cloud, to technical challenges, to reasons for bringing apps back, and the benefits of a hybrid approach.
  • We turned this into a striking, professional design for report with data visualisations, and associated infographics.
  • The report powered a media programme run by Asanti’s PR partner, Melville Communications; and marketing, events and sales programmes by internal teams.
Asanti coverage

Impact

  • 16 pieces of trade coverage from the launch including in key data centre and tech titles Data Centre Solutions, Network Computing, and Tech Radar.
  • Multiple opinion articles, based on report insights, being pursued as part of an ongoing media thought leadership programme.
  • Multiple new customer conversations started from sales and events activities.

Emma Lauchlan, Marketing Director at Asanti, said: “We’ve ended up with an amazing data-backed story to tell our market – and our target media – that we just didn’t have before.”

“That is giving us a huge amount of credibility in our key market and has started some very promising conversations.”

“Memetic understood the audience and got the challenge right from the start. They brought good ideas to the table and ensured we ended up with a report packed with really valuable insights for our customers.”

Click here to read the Asanti report: Public Cloud: Does the reality live up to the hype?

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