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Client:
Small software company providing technology solutions to banks
Challenges:
· Company was virtually unknown
· Small, early adopter client base, only about 9 clients
· Many competitors in this space, most of which were bigger, more
well established and better funded
· Client was launching new, complex technology to the market
· Complex sale was requiring heavy "education" of the prospect,
creating long sales cycles
· There were many naysayers in the industry about the viability of
the technology as applied to the banking industry
· Extremely aggressive global growth plans
· No marketing expertise in-house
Programs:
Inline began by developing the company's messaging and positioning platform, then built an integrated, strategic marketing plan deploying a wide range of marketing tactics designed to increase awareness, establish and build credibility and begin drawing viable leads into the sales pipeline.
Programs included an aggressive media relations/editorial outreach effort; global ad campaigns in highly targeted publications; white papers to explain the technology; a series of client success stories/case studies; speaking engagements for key executives, etc. Inline was engaged for nearly 5 years and functioned as the clients outsourced marketing arm, working directly with executive management to lead all the company's global marketing initiatives.
Results:
· Outsourcing the marketing enabled the company to focus on
business development at a critical time in its business life cycle
· Client base grew from 9 domestic clients to more than 160
clients in 24 countries worldwide
· Competitors stopped negative attacks on the "new technology"
and began saying they had the same technology
· Credibility increased through success stories and aggressive
editorial coverage in U.S. and international trade publications
· Organization was acquired by a London-based global organization |
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