|
Client
A start up provider of contract management software
Challenges:
· Product was aimed at Fortune 1000s, but client's marketing
materials were homegrown
· Company name was too whimsical for a sophisticated audience
· Company was virtually unknown and blended in with a sea of
other small competitors offering a similar, but less robust
solution
Programs:
Inline began by renaming the company and rebranding it to match the sophistication level of both the client's offering, as well as the intended audience. Inline then formulated an integrated marketing strategy that included the redevelopment of their website and internally-created sales materials; the launch of awareness-building public relations program to clearly explain the company's value proposition and user benefits to the market. Inline also developed a sharply focused media placement strategy which was structured to pinpoint C-level executives within the specific target audiences by focusing in industry-specific publications.
Results:
· Sharp increase in RFP activity/inclusion in more deals
· Creation of a stronger, more qualified pipeline
· Attracted increasingly larger organizations into the sales pipeline
· Client was able to secure major, long term agreements with
Toyota, Georgia Pacific, Metropolitan Life and other major
organizations |
|
