Digital/Demand Generation Case Studies

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Software and Consulting

Business Challenge:

The Company had just completed a series of acquisitions enabling it to broaden its product line and become a viable competitor against the market leader.  However, the Company had little brand recognition in the marketplace and was virtually unknown to potential buyers.

The Solution:

A multi-channel branding and demand generation campaign was launched identifying the competition in an effort to educate prospects that  another viable option was available.  New materials to support the ad campaign included corporate brochure, case studies, product data sheets, white papers, webcasts, podcasts and events.  As a result of the campaign, sales doubled and the pipeline grew more than 200%.  To maintain the momentum and promote specific product offers, additional direct response, telemarketing and eMarketing campaigns followed.

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Healthcare IT: Software, Hardware and Services

Business Challenge:

The Company needed to differentiate itself from the larger and more established competition as part of its goal to capture market share, grow sales and become profitable. 

The Solution:

After drastically realigning spend and developing new positioning  and messaging, a multi-channel content, branding and demand generation campaign was launched. Elements  included corporate brochure, case studies, product data sheets, white papers, advertising, direct response, Website, eMarketing, demos, 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.  

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Global Consulting, Technology and Outsourcing Solutions

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 content, branding and demand generation campaign which included  advertisingservice brochureswhite papers, sales support tools, media and analyst toursdirect response, eMarketing, Website and events. Within 12 months, the Company began winning competitive deals and built a €1.3 billion NA pipeline.

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Ridesharing Services

Business Challenge:

The Company needed to increase awareness to generate new bookings as it was expanded its footprint and added services in a hyper-competitive marketplace.

The Solution:

An aggressive digital integrated demand generation campaign was launched utilizing print and electronic ads, direct response mailers, multi-channel social media, affiliates, discount deal sites, influencer marketing, mobile user acquisition, PRblogs and  media relations.  The campaign focused on the value of planning ahead and booking a designated driver featuring a special introductory rate.  As a result of the campaign, the Company generated more than 100 percent increase in mobile app downloads, new customer registrations and successful conversions to eCommerce bookings and had to aggressively hire more drivers to keep up with demand.

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Cloud Services, Infrastructure and IoT Subscriptions

Business Challenge:

In order to grow its business model, the Company needed to globally recruit traditional hardware resellers, and convince them of the value to start to sell and distribute cloud software and subscription services.

The Solution:

The Company designed an integrated demand generation campaign which educated resellers on the 8 steps to building a profitable cloud business practice.  The digital marketing campaign consisted of a blog series and webinar, which were promoted through an aggressive social media campaign, banner ads, infographic, retargeting, PPC, direct response, speaking opportunities, roadshows, media relations and promotions.  As a result of the campaign, the company was able to significantly boost its global cloud reseller base by 157% YoY.

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Software, Hardware and Services

Business Challenge:

The Company determined the best way to boost revenue was to target specific vertical markets.  The strategy was to raise awareness, establish credibility, and create demand in the high-tech manufacturing space for an unfamiliar product offering.

The Solution:

A multi-channel demand generation/customer acquisition campaign was launched utilizing eMarketing, banner ads, direct response, roadshow seminars, telemarketing, social media and media relations.  The program was designed to educate prospects that they had a security problem and how to solve it.  New materials to support the campaign included a white paper, on-demand webinar, case study, brochure, interactive collateral demo, and by-lined articles.  The campaign was highly successful and delivered an 18.68% SEM conversion rate.

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Cloud-Based Cybersecurity Subscription Services

Business Challenge:

The Company needed to clearly differentiate its services while rapidly securing new clients in an effort to close deals by year end to meet aggressive growth targets. Global competition was intense and prospects were confused by false and misleading competitive offerings.

The Solution:

A multi-channel, demand generation/customer acquisition growth marketing campaign was launched utilizing eMarketing, print advertising, banner ads, direct response, infographics, social media and media relations.  The program educated prospects that they needed DDoS mitigation services to protect their eBusinesses in the critical Q4 holiday season, and even if they had protection in place, these services were insufficient against complex cyber attacks.  Supporting materials included white papers, case studies and press releases.  The campaign generated a record number of new customer sign-ups enabling the company to achieve its highest revenue quarter to date.

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Healthcare IT: Software, Hardware and Services

Business Challenge:

The Company was in a bake-off situation. The prospect had a decision committee of eight executives representing four disciplines. Each discipline had different selection criteria and the Company needed to communicate its unique value-proposition in a logical, role-specific way to better demonstrate its value-add, address perceived roadblocks and differentiate itself from the competitor's generic one-size-fits-all solution.

The Solution:

An interactive, multimedia guide was developed to organize more than 80 documents by role, enabling prospect to find relevant and compelling materials to aid their assessment. The guide provided a mechanism to present all of the required materials in a user-friendly, role-specific medium and reinforce the overall value proposition as well as the Company brand and image.  

Michael E. Donner - A Chief Marketing Exec - Resume (pdf)

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