Most businesses spend a lot of time collecting and packaging digital files for law enforcement. It is estimated that $38M is spent annually by large companies to electronically preserve and store documents in federal litigation. With a case management system that facilitates collaboration between security departments, outside agencies, and the public, retailers can overcome these issues and speed up investigations in a cost-efficient manner.
As a leader in IP-based video security solutions, Genetec developed a case management platform called Genetec Clearance™ which helps retailers manage the storage and distribution of digital evidence from cameras and other devices. It’s a simple, secure and flexible way to help accelerate investigations by facilitating collaboration.
Bringing this solution and several others to market jointly with Microsoft has also been the focus of a number of successful co-marketing and co-selling initiatives. “Over the past five years, we have collaborated with Microsoft on a variety of cloud focused go-to-market initiatives that have yielded great results in the North American and European markets,” said Andrew Elvish, Vice President of Marketing at Genetec. “We have executed a variety of marketing campaigns that have allowed us to showcase the effectiveness of our unified security platform in the retail, city surveillance and transportation industries.”
In a co-marketing effort with Microsoft, Genetec ran a co-branded digital and telemarketing campaign to generate awareness, drive demand and build leads within the retail industry for Genetec’s cloud applications. “Genetec worked with Microsoft to execute two six-week marketing campaigns,” Elvish said. The campaigns used digital marketing tactics such as LinkedIn reach, programmatic display ads, and content syndication and focused on the United Kingdom and the United States.
According to Elvish, the results were positive. “Our co-branded digital marketing campaign has driven over seven million impressions, twenty thousand clicks and over one thousand leads,” Elvish said. “Genetec has rolled in the one thousand leads into a retail nurturing program, and for much of the rest of the year, we are systematically reaching out to these leads to convert them into meetings and sales.”
Elvish said that programmatic display ads and content syndication were the strongest awareness and lead generators, while LinkedIn proved to be a strong awareness channel. The strongest leads were transitioned to the Genetec Sales team, which is tasked with all lead conversion activity.
“Genetec is a company that believes in openness, unification and in working with a broad ecosystem to deliver the most innovative solutions to the physical security market. We are looking forward to continued collaboration with Microsoft,” Elvish said.
Product/Service
Headquartered in Montreal, Canada, Genetec develops open-platform software, hardware and cloud-based services for the physical security and public safety industry. A global innovator since 1997, Genetec serves enterprise and government organizations via an integrated network of resellers, integrators and consultants in over 80 countries.
Industry
Retail