influential client success preso 2016

Client Success Stories

Copyright: Influential, 2015

Content Marketing for Cloud CMS Pioneer, 2014-present

Stagnant content funnel had dried up sales leads; new website killed SEO, no PR in 3 years, brand history lost

Executive management of all CM program activities including message strategy, AR/PR and product marketing. Managed agencies & staff.

Results:

324% increase in inbound inquiries per quarter

34% improvement in organic search results in 6 months

38% increase in unique monthly website traffic

21% increase in LinkedIn engagement during period

Up to 34% conversion rate from webinars during period

15% increase in newsletter performance in only 4 months

100s of content downloads per month, 34% conversion from videos

PR - award for “Best Cloud CMS For Enterprise”


Chief Content Editor


http://info.crownpeak.com/j0XE012yN000000bYUH0b00

Content Marketing for App Security on Demand, 2011-2014

Content strategy, creation and delivery supporting 3 product managers and corporate marketing

Mix of program, project and launch services

Output includes whitepapers, datasheets, case studies, blog posts, articles, ebooks, webpages, emails…

Complete re-packaging and launch of major new solution in 2012 in two phases (internal sales training & outbound public launch)

Results:

VAST Solution successfully positioned to be the company’s major sales initiative for 2013 and beyond

One mobile e-book campaign has resulted in 11,000 downloads, captured 900+ sales leads, and returned 19X its cost of production into the pipeline


CM Agency of Record

Content 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 stories , fraud newsletter, social media programs

Event management for company’s first RSA show appearance

Results 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


A Trusted Content Partner

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 category

Results:

Complete rebranding with new integrated website, presentations, exhibit, all sales collateral

Execution of highly successful User Conferences, 2010 & 2011

Initiated first lead gen campaigns and content offers

Acquired by Weatherford International in April 2011 for 5X revenue


Outsourced Marketing Dept.

Full 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 program

Results:

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


Brand Building to Successful Exit

Brand 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 200 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

A Branded Event Experience


http://www.cittio.com/quiz_capabilities/capabilities_quiz.html

Startup Debut in Legacy Market

Brand 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



Test Drive

PerfectBuild

Today

and We’ll Give You

A Brand New Car! (1:36 scale)

It’s All About Performance!

Big 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 engine

Results

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!

Content Driving Public Relations


Mission: Generate Positive Analyst Coverage to Help Company Sale

In 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 support

Successful Acquisition by HP Opsware

Industry Buzz to Find A Buyer


Results: $300K 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)

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)


Brand Promise: DATA DEMOCRACY

Invented enterprise reporting space, $100+M in sales in 2003

Ran global industry analyst outreach for 4 years: maximize ROI on $250+K annual spend; drive product strategy ; support sales cycle

The Brand in Action:

Actuate maintained leadership position in Enterprise Reporting with Forrester, improved Gartner MQ position 3 yrs in a row

Defended “uniques” against larger, better funded competitors in a crowded market (Crystal, IBI, BOBJ, COGN)

Analyst raw coverage up 58% in single year, competitive up 52%; press up 4 to 29% in only 8 months; owned ER space

(c. 2004) Defended its Brand


PeopleSoft (c.1995) was a Great Tech Brand

Brand Promise: Empowerment

Account management model with rabid focus on customer satisfaction

Flat organization, light on policy, anti-politics

Every employee as a brand ambassador

Whole operation “lived the brand” carrying PeopleSoft's mission and vision to the marketplace


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influential client success preso 2016

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