Web-centric marketing strategy for a global business process management company.
We conceived, developed, and then built (with an interactive design firm) a powerful lead generation machine
and podium for the client’s thought leadership. The engagement began
with market assessments and leadership workshop—rolled through creation
of new messaging and branding strategy—identified product extensions—and
is now pulling in qualified leads.
Basic marketing plan for a boutique interior architecture design firm.
We worked with the firm's principal to create a fresh approach to website content, client interviews and testimonials—and then followed up with a targeted
media relations campaign that resulted in coveted editorial coverage in national
publications.
In-depth executive interviews for a North American transportation services company. This research tested buyer criteria for logistics services and validated persona and behavioral markers as input to refined
segmentation. Now, the client team is applying the research insights to their communications
strategy and are incorporating aspects into their selling skills training.
New product launch program for a B2B industrial services provider.
Working as adjunct to the product manager, we produced the messages, rollout plan, product training and
reseller marketing materials—which the client successfully implemented
in beta mode.
Market audit research for the leading manufacturer of competitive rowing shells. This project achieved an astounding 64% response rate from the blind web-based survey emailed to a list of thousands of customers and defined distinct buyer segments based on preferences and beliefs identified in hour-long blind phone interviews of fifty elite program coaches. The engagement scope included competitive
brand analysis, institutional buyer criteria, product perception
mapping and recommendations—which the client ultimately used to reshape
marketing programs.