Michael E. Donner
Driving Growth and Profitability
with Demand Generation
+1 (561) 542 7930
+1 (949) 494 7435
mdonner@SeniorMarketingExecutive.com
Driving Growth and Profitability
with Demand Generation
+1 (561) 542 7930
+1 (949) 494 7435
mdonner@SeniorMarketingExecutive.com
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Branding/Strategy
Industry: Internet Security.
Business Challenge: Despite being one of the oldest and most respected companies in the Internet security business, this venture capital-backed start-up had never invested in marketing and remained relatively unknown. As a high growth sector, this market attracted several billion-dollar, publicly traded companies. To survive in this increasingly competitive environment, the Company needed to invest in a formal sales and marketing program.
The Solution: Within four months, implemented a new branding and messaging platform. Launched a new go-to-market strategy and plan. Reflected new branding and messaging in overhauled Website and authored all new collateral including a corporate brochure, service datasheets, white papers, case studies, press releases, competitive sales tools and presentations. Materials were used to drive demand generation, increase market share, build a new business pipeline, and lay the foundation for 100% growth within a calendar year.
Industry: Healthcare Information Technology – software, hardware and consulting.
Business Challenge: The venture capital-backed start-up had never invested in marketing. To be more competitive, the Company needed to move from an R&D heritage into a commercially focused sales and marketing driven organization.
The Solution: Created new messaging, positioning and value propositions. Launched a new go-to-market strategy and plan. Produced corporate brochure, product datasheets, white papers, case studies, Website, demos, presentations, advertising, direct response and sales support tools. Within 12 months, the Company had a pipeline four times current revenue targets and began winning a seat in highly-competitive deals alongside the billion-dollar industry leaders.
Business Challenge: The venture capital-backed start-up had never invested in marketing. To be more competitive, the Company needed to move from an R&D heritage into a commercially focused sales and marketing driven organization.
The Solution: Created new messaging, positioning and value propositions. Launched a new go-to-market strategy and plan. Produced corporate brochure, product datasheets, white papers, case studies, Website, demos, presentations, advertising, direct response and sales support tools. Within 12 months, the Company had a pipeline four times current revenue targets and began winning a seat in highly-competitive deals alongside the billion-dollar industry leaders.
Industry:
Oil and Gas - software, hardware, consulting and outsourcing.
Business Challenge: The Company had undergone a series of acquisitions to diversify and expand its software and services portfolio. Each acquired company had a separate brand, image and identity. A new unified brand image was required.
The Solution: New messaging, positioning and an updated value proposition was created as part of the enhanced go-to-market strategy. To launch the program an integrated branding campaign was implemented which included advertising, corporate brochure, product datasheets, case studies, customer newsletters, e-marketing, white papers, product packaging, Website, events and sales support tools. Customers, prospects and analysts responded positively and sales increased from US$125 million to more than US$250 million in less than two years.
Business Challenge: The Company had undergone a series of acquisitions to diversify and expand its software and services portfolio. Each acquired company had a separate brand, image and identity. A new unified brand image was required.
The Solution: New messaging, positioning and an updated value proposition was created as part of the enhanced go-to-market strategy. To launch the program an integrated branding campaign was implemented which included advertising, corporate brochure, product datasheets, case studies, customer newsletters, e-marketing, white papers, product packaging, Website, events and sales support tools. Customers, prospects and analysts responded positively and sales increased from US$125 million to more than US$250 million in less than two years.
Industry: e-Business Consultancy - strategy, consulting, creative, branding, demand generation and systems integration.
Business Challenge: To leverage the rapid growth within the Internet industry the Company needed to transform itself from a 10-year old regional systems integrator into a reputable player in the ultra-competitive e-Business services sector.
The Solution: A multi-channel branding and demand generation campaign was launched to communicate the new positioning around a revolutionary new concept of building e-Relationships to differentiate an e-Business. The campaign included advertising, media and analyst tours, multi-dimensional direct mail, multi-city seminars, corporate brochure, service datasheets, e-marketing and sales support tools. As a result of the campaign, sales increased from US$32 to more than US$52 million within 12 months.
Business Challenge: To leverage the rapid growth within the Internet industry the Company needed to transform itself from a 10-year old regional systems integrator into a reputable player in the ultra-competitive e-Business services sector.
The Solution: A multi-channel branding and demand generation campaign was launched to communicate the new positioning around a revolutionary new concept of building e-Relationships to differentiate an e-Business. The campaign included advertising, media and analyst tours, multi-dimensional direct mail, multi-city seminars, corporate brochure, service datasheets, e-marketing and sales support tools. As a result of the campaign, sales increased from US$32 to more than US$52 million within 12 months.
Industry: Healthcare Information Technology – software, hardware, consulting, outsourcing and data centers.
Business Challenge: The Company needed to differentiate itself from the larger and more established competition as part of its goal to capture market share and become profitable.
The Solution: After drastically realigning spend and developing new positioning and messaging, a multi-channel branding campaign was launched. Elements included corporate brochure, case studies, product data sheets, white papers, advertising, direct response, Website, e-marketing, newsletters, events and sales support tools. Within 12 months, the Company became profitable, achieved 24% revenue growth and net income of US$485,000 versus a US$32 million loss the previous year.
Business Challenge: The Company needed to differentiate itself from the larger and more established competition as part of its goal to capture market share and become profitable.
The Solution: After drastically realigning spend and developing new positioning and messaging, a multi-channel branding campaign was launched. Elements included corporate brochure, case studies, product data sheets, white papers, advertising, direct response, Website, e-marketing, newsletters, events and sales support tools. Within 12 months, the Company became profitable, achieved 24% revenue growth and net income of US$485,000 versus a US$32 million loss the previous year.
Industry: Global Management Consulting, Technology Services and Outsourcing.
Business Challenge: The European Business Process Outsourcing (BPO) firm had virtually no stand-alone clients in North America (NA). The Company needed a plan, strategy and tactical launch to enter the highly-competitive NA BPO market.
Business Challenge: The European Business Process Outsourcing (BPO) firm had virtually no stand-alone clients in North America (NA). The Company needed a plan, strategy and tactical launch to enter the highly-competitive NA BPO market.
The Solution: A new strategy, messaging, positioning and go-to-market plan was developed. The program was launched with a multi-channel branding campaign which included advertising, service brochures, white papers, sales support tools, media and analyst tours, direct response, e-marketing, Website and events. Within 12 months, the Company began winning competitive deals and built a €1.3 billion NA pipeline.