influential strategies case studies
TRANSCRIPT
Client Success Stories
Copyright: Influential, 2012
Content Marketing for Online Fraud Detection SaaS, since 2007
Report directly to VP/Founders advising on content creation projects
Product messaging for first 3 versions, launched all content incl. website
Content producer for first value-based sales tools, RFP writing
Developed first customer success stories & fraud case newsletter
Event management for company’s first RSA show appearance
Results to date:
Company enjoys 130 customers today, 134% sales growth, 5th gen product
Most successful lead gen program featured our industry content curation
Increased Twitter followers 96%, Blog content 30%, in only 6 months
Created branded company presence on LinkedIn, active participation
Assisted production of first YouTube video series
Copyright: Influential, 2012
A Trusted Content Partner
Full Content Marketing Program Management Services
18-month engagement at $44M software security firm
Reported directly to CMO advising on all aspects of content strategy
Supported Sales, Product Marketing, LeadGen and PR/AR
Content producer for completely overhauled 200+ page website
Ran industry analyst relations program
Results:
Leader in Gartner’s Magic Quadrant for Software Security Testing
New brand promises: Trust Your Software and Find. Fix. Fortify.
Repositioned to solutions selling from deep technical product
Multiple successful launches of SaaS product and training services
Acquired by Hewlett Packard in August 2010 for 6X revenue
Copyright: Influential, 2012
Brand Building to Successful Exit
Copyright: Influential, 2012
Full Content Marketing Program Management Services
2-year engagement at natural gas operations software provider
Reported to VP Business Development running all outbound Marketing
Full creative services including content, design, web development working with in-house programs & events manager
Positioned sector-specific solutions, expansion into adjacent software category
Results:
Complete rebranding with new integrated website, presentations, exhibit, all sales collateral
Execution of highly successful User Conferences, 2010 & 2011
Initiated first lead gen campaigns, yielding
Acquired by Weatherford International in April 2011 for 5X revenue
Copyright: Influential, 2012
Outsourced Marketing Dept.
Copyright: Influential, 2012
Brand Promise: VISIBILITY
WatchTower: network monitoring software
Young CEO and hip SF offices in SOMA district; CMO was our referral
Content marketing team: 6 professionals, 6 mo. engagement
Differentiation: “360-degree visibility on your entire IT infrastructure”
“The View’s Better Up Here”
Integrated program for INTEROP appearance; netted 180 qualified leads
Lead maturation device: Monitoring Capability Quiz (booth, website)
How to help prospects reach The Penthouse of an ultra-modern skyscraper
Branded content included Flash app, exhibit experience, customer event, integrated promotion, multiple giveaways, white paper, sales training
Board-level visibility for entire program
A Branded Event Experience
Copyright: Influential, 2012
Startup Debut in Legacy Market
Brand Promise: PERFORMANCE Product: Software Build Automation
Worked directly with CMO, all year engagement
Created brand identity as a choice between 2 alternative approaches, both reasonable: revolution vs. evolution
Does your software development team embrace change or simply manage It?
Results 100 leads at first industry trade show appearance,
traffic 3-deep at booth
New corporate/product messaging and brand identity
Website re-launch, first 4-color brochure, first advertisement, PR/AR support
Copyright: Influential, 2012
Copyright: Influential, 2012
Test Drive
PerfectBuild
Today
and We’ll Give You
A Brand New Car! (1:36 scale)
It’s All About Performance!
Big Data Delivery Platform - $30M in Sales
4th fastest growing IT company in Silicon Valley
Content Creation fully integrated with PR – cases, articles, bylines, releases
CEO Blog management & optimization, incl. micro-blogging at Annual User Conference
Highly disciplined PR outreach: messaging, news calendar, story engine
Results
125% increase in major press coverage in a 9-month period
2 CEO Roadshows, including a major product launch & analyst tour
Revived long-dormant customer success stories, numerous exclusives
69% response rate to Customer Reference Program launch
Accomplished all this with a 2-person account team!
Content Driving Public Relations
Copyright: Influential, 2012
Mission: Generate Positive Analyst Coverage to Help Company Sale
In only 75 days, we delivered for this IT Storage Software provider:
4 Quotes of analyst support, including 3 from Gartner (approved!)
5 Active References for use by sales, investors
Positive Coverage: anointed “turnaround story of the year” by prominent storage analyst; positive company profile by 451 Group
6 Inquiries with Gartner analysts for CEO on product & alliance strategy
Custom White Paper from boutique analyst firm
9 Analyst Briefings, including PR launch support
Successful Acquisition by HP Opsware
Industry Buzz to Find A Buyer
Copyright: Influential, 2012
Results: $500K in closed sales/Quarter influenced by positive analyst references
58% bump in analyst coverage in 12 mos.; 52% relative to competitors; 100% coverage of open source product launch
Press coverage relative to competitors: 4% to 29% in only 8 months
Improved ACTU position in Forrester Wave, Gartner MQ (3 yrs. running)
Global Analyst Relations Acting AR director for 4+ years for $100M public BI company
Reported to VP Worldwide Marketing and VP Product Strategy
Managed $200K annual research budget
Global research account management: Gartner, Forrester, IDC
• 70+ analysts in Americas, EMEA, Asia/Pac; 10 interactions per month
Annual research contract negotiation, ROI tracking, sales support, product strategy, IR/PR integration, annual Analyst Day event
Acting Corp. Communications, PR agency selection & oversight (2 years)
Copyright: Influential, 2012
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