CASE STUDY:

Security Software Vendor
Looks for Business Validation

Background: A growing network security software firm needed to reach more potential customers. Their product had won several industry awards and was getting good grass-roots support in the technical community, but the message wasn't reaching the right level of potential buyers.

Objectives: Find a way to present their product benefits to a business audience while managing a cultural shift in a company that had always sold based on product features and technical advantages.

Challenges: The budget for outreach was limited and a broad based, traditional outbound marketing program that would take months to execute before any real traction could be seen was out of the question.

Solution: A combined program of industry analysts outreach and target customer seminars, along with a positioning that stressed the business benefits of the company's products.

Results: Major analysts wrote white papers featuring the ROI of this new technology, and the series of seminars around the country generated significant, tangible interest among the business community.

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"…effectively speaks the language of our customers and targets…"

Dell Barton
Strategic Research Manager
Fortune 100 Technology Company

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