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