Client Success:
Developed Global Marketing Strategy for $4B Hardware & Solutions Provider to Drive Awareness & Demand
Situation:
Following massive merger, Global Marketing team needed a plan
Individually, the two legacy marketing organizations had historically focused on tactical, product marketing
Strategy to exploit merger’s synergies depended on building a unified marketing organization to effectively raise awareness and generate demand for vertically-oriented solutions
Complication:
Organization goes to Market by vertical, operates by product line and markets and sells regionally
Disconnect between the product, vertical, and regional marketing teams inhibited the effective marketing (and sales) of the full solution portfolio to more customers
Lack of alignment also contributed to over-spend from building similar marketing assets separately in several regions as well as disjointed activation to the same audiences
Solution:
We created the planning process that enabled an integrated marketing strategy and drove increased marketing and sales performance
Regional and global teams aligned on core assets to build globally and activate around the world
Supported 15% increase in marketing qualified leads and 25% improvement to conversion times
Enabled the delivery of a new brand message showcasing solutions for buyers in key verticals