Driving Growth and Profitability
with Demand Generation
+1 (561) 395 8582
+1 (949) 494 7435
mdonner@SeniorMarketingExecutive.com
Industry: Healthcare Information Technology - software, hardware and consulting.
Business Challenge: The Company’s sales were stagnant and prospects were delaying purchases. The Company needed to create urgency, raise awareness of its solutions and accelerate demand.
The Solution: A national media relations campaign was launched on the dangers of medication mistakes and how a simple, cost-effective solution could resolve this growing crisis. The Company developed a media kit, engaged media/analysts/bloggers, issued a series of strategic releases, contributed articles, social networking and secured speaking opportunities. Results included a demonstration on the Oprah Winfrey Show with Dr. Oz and Dennis Quaid and various print, online and broadcast coverage. As a result of the campaign, new qualified leads were generated and more urgency was placed on buying decisions.
Business Challenge: To meet its business and growth objectives, the Company needed to differentiate itself in the highly-competitive and commoditized Infrastructure Management space.
The Solution: A strategic and innovative partnership was negotiated with Google to offer the industry's first enterprise Software-as-a-Service desktop solution. Within six weeks, new messaging, positioning and a go-to-market strategy was created along with service brochures, white papers, presentations, demos and podcasts. A three-week global media, advisor and analyst tour was booked with more than 105 face-to-face meetings. The campaign resulted in more than 318 feature articles, six technology analyst reports, more than 619 blog postings and 15 new qualified prospect opportunities.
Industry: Global Design, Contract Manufacturing, Supply Chain, Distribution and Fulfillment.
Business Challenge: In the highly-competitive high-tech job market the Company needed to transform its image from being a low-tech, printed circuit board manufacturer into a technology leader and innovator in order to attract and retain the most sought-after talent.
The Solution: A global media and analyst campaign was launched to enhance the image of the Company. The campaign included building a media kit, site profiles, case studies, award applications and media and analyst tours. Within six months, the Company was named to the top three in Business Week's Information Tech 100 and cover stories appeared in the Wall Street Journal, Fortune, Forbes, IBD, and Fast Company in addition to more than 2,500 articles worldwide.
Industry: Software and Consulting.
Business Challenge: The Company needed a cost effective way to secure third-party industry validation to legitimize its technology claims and create demand for its new product suite.
The Solution: A media and analyst tour was launched via webinars, podcasts and traditional face-to-face briefings. A comprehensive media kit was developed which included press releases, product evaluation toolkit with a reviewers guide, media tour presentation, feature/benefit datasheets, microsite, product collateral, customer references, white papers and Q&As. As a result of the tour, the Company secured product reviews, feature articles and analyst write-ups which were then used as premium content/calls-to-action in aggressive demand generation campaigns.
Industry: Healthcare Information Technology - software, hardware, consulting, outsourcing and data centers.
Business Challenge: The Company was virtually unknown by media and analysts. Only financial press releases were issued as required by SEC reporting.
The Solution: As part of the Company relaunch media and analyst relations played a key role in establishing legitimacy. The program included developing a media kit, building a media database, engaging media/analysts, issuing strategic news, and embarking on quarterly new product launch tours. Results included cover stories, placements of customer case studies, product announcements and top rankings in analyst reports for Physician Adoption of CPOE (order-entry systems) and IT Outsourcing Services.
Industry: Software.
Business Challenge: With limited funds, the start-up struggled to compete against the multi-billion dollar market leader. With an upcoming release of a next-generation technology, the Company knew its future was dependent on building enough awareness to convince prospects to evaluate its software against competitive solutions.
The Solution: A media and analyst outreach campaign was launched. Without funds to do a traditional media and analyst tour, the Company focused on customer references and developed a user-friendly product reviewers guide to enable editors to quickly evaluate the new offering. In addition, the Company launched weekly press releases and product bulletins showcasing its differentiation from existing solutions in the marketplace. The campaign resulted in three cover stories, four product reviews and two analyst write-ups. Within 12 months, sales increased from US$6 million to more than US$17 million.
