Progressive Strategies

Line of Business


Commissioned research for technology marketing

Bottom Line


Strengthened revenue stream from current clients and gained entrance into new markets and vertical industries

Target Audiences

  • Product managers and sales and marketing within large IT vendors
  • IT purchasing decision-makers in Fortune 1000 enterprises
  • Venture capital firms financing IT start-ups

 

  

Market Challenges

  • Direct competition from well-known, large analyst firms realizing substantial revenue from subscription services
  • Direct competition from labs offering product analysis
  • Long sales cycle and sales team's difficulty reaching key decision-makers
  • Limited name recognition by target audiences and media

Strategic Approach

  • Showcase the significant technology knowledge of company analysts to build credibility
  • Position and generate visibility of the company as the sole provider of unbiased research commissioned for marketing purposes
  • Optimize search engine rankings of company website through frequent new postings of company news and views

Marketing Services

  • Created analyst relations manager program for targeted vendor companies to introduce company and gain access to product managers, and sales and marketing managers
  • Substantially increased company news and information content on existing website, including writing and posting frequent news releases, creating analyst profiles section
  • Facilitated weblog writing by company analysts who now blog topics related to their expertise on the company website
  • Revised company profiles appearing in public printed and on-line analyst source directories to emphasize unique position
  • Instituted media relations program to actively promote company technology analysts as expert sources and contributing editors
  • Initiated program to identify and respond to editorial opportunities, focusing primarily on tier one media

Outcomes

  • In first full year of the new program, Progressive Strategies has realized a 200% increase in new clients
  • Company won a significant piece of business in a new vertical market as a direct result of new website content and improved company image. Successful completion of this project will give the company needed credibility to make this market a substantial revenue source.
  • Active client list expanded into four new areas and three marquee clients added to roster