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


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


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


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.