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SlideShare utilise les cookies pour améliorer les fonctionnalités et les performances, et également pour vous montrer des publicités pertinentes. Si vous continuez à naviguer sur ce site, vous acceptez l’utilisation de cookies. Consultez notre Politique de confidentialité et nos Conditions d’utilisation pour en savoir plus.
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
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
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
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
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
Test Drive PerfectBuild Today and We’ll Give You A Brand New Car! (1:36 scale) It’s All About Performance!Copyright: Influential, 2012
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
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
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