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Influential Strategies Case Studies

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Influential Strategies Case Studies

  1. 1. Client Success Stories Copyright: Influential, 2012
  2. 2. A Trusted Content PartnerContent 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 appearanceResults 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
  3. 3. Brand Building to Successful ExitFull 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 programResults: 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
  4. 4. Copyright: Influential, 2012
  5. 5. Outsourced Marketing Dept.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 categoryResults: 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
  6. 6. Copyright: Influential, 2012
  7. 7. A Branded Event ExperienceBrand 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 Copyright: Influential, 2012
  8. 8. Startup Debut in Legacy MarketBrand 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
  9. 9. Test Drive PerfectBuild Today and We’ll Give You A Brand New Car! (1:36 scale) It’s All About Performance!Copyright: Influential, 2012
  10. 10. Content Driving Public RelationsBig 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 engineResults 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! Copyright: Influential, 2012
  11. 11. Industry Buzz to Find A BuyerMission: Generate Positive Analyst Coverage to Help Company SaleIn 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 supportSuccessful Acquisition by HP Opsware Copyright: Influential, 2012
  12. 12. 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)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) Copyright: Influential, 2012
  13. 13. What Can We Do For You?