Expanding the horizons of a unique technology.

A niche technology product developed in a large multinational had the potential to become a game-changing solution for HR customers. But it was unpackaged and largely unmarketed. The customer needed a go-to-market program that would not only put the technology on the map, but also stand out in a crowded space. 

Challenges:

• Little understanding of customer needs and pain points
• Lack of marketing orientation
• Low profile in marketplace
• Inadequate positioning

Scanlon.Louis Approach:

Working with the business unit's leadership, we developed a complete go-to-market strategy for the product. We began with in-depth diagnostic interviews with key customers and non-customers and continued with secondary market analyses. After creating a strategic marketing plan with the existing marketing plan, Scanlon.Louis implemented an integrated program -- including print, interactive, social media, PR and events -- to significantly package and differentiate the product. The program was then assimilated into the customer's marketing and business development organization (and communicated throughout the company to ensure pull-through) for long-term execution.

Impact: 

• 200% revenue growth in first year of program
• Product attained defensible position in market and quickly differentiated from competition
• Messaging integrated into sales and customer service teams