A case study in supporting sales with product marketing and targeted channel events.
Recent product launches with strong marketing had targeted new customer segments. Feedback from existing customers and sales teams suggested this may have affected sales of the core product portfolio.
Refresh and re-launch core product marketing activities to reinforce a long-term dedication and commitment to the products, customers and wider technical community. Important calendar events were identified and sponsorships secured. VIPs and respected product evangelists were invited to write papers and attend events. New marketing messaging, collateral, corporate gifts and sales refresher material were created. Feedback from sales teams, customers and the wider community confirmed the core products were now back in the limelight.