CLIENT

ENGAGEMENT

SPOTLIGHT

How we helped a global technology leader build brand and generate leads in a new market pursuit​

CLIENT CHALLENGE

Our client was building a new line of business with a segment that differed from their traditional market​

  • Existing branding, messaging, and content was out of context for the new segment and channel partners​
  • There was significant pressure to have quick wins and generate business rapidly​
  • Digital marketing for the core brand was in an experimental stage; corporate support resources were non-existent

OUR APPROACH

Applying a disciplined strategic marketing framework, a comprehensive go-to-market plan was developed, implemented, and managed ​

  • Developed primary and secondary segment plans for channel partners and enterprise influencers and decision-makers ​
  • Created message maps and hierarchy to guide value proposition and content creation ​
  • Developed channel partner certification and co-op program including brand guidelines, assets, and tools​
  • Designed intensive paid search program, driving traffic to a branded microsite anchored with SEO​
  • Established customer nurturing, lead generation, and social marketing programs​
  • Selected and managed creative and placement agency​

OUTCOMES & DELIVERABLES

Client successfully launched the new business and partner model achieving significant market awareness and brand credibility. Delivered >61M impressions, 3x industry avgerage CTR and $700K in marketing qualified leads to advance sales.​