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Client:
Entrepreneurial firm that provides business efficiency software
Challenges:
· Existing image was homegrown and was impeding the company’s
ability to compete against larger organizations
· President of company needed to focus on sales instead of
performing marketing functions
· Needed to generate credibility, yet had no established
relationships with influencers (press, industry consultants, etc.)
Programs:
Inline first developed the company's positioning and messaging strategy, then built an annual marketing plan to guide all marketing initiatives for the organization. Programs included the development of a stronger brand to enhance the company’s image; an online, scenario-based demo that more clearly explained the benefits of the software; an ad campaign targeted to reach a specific vertical niche audience; an aggressive media relations campaign to garner editorial coverage through the use of client case studies.
Results:
· More aggressive marketing programs reduced management's
travel time, significantly reducing the cost of sales
· Easy-to-understand online product demo reduced the length of
the sales cycle by reducing the prospect "education" process
· Awareness and credibility increased through strong editorial
coverage among key industry trade press
· Client base doubled in 2 years
· Revenues doubled in 2 years |
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