Theoris
Challenge:
Theoris has been a successful systems integrator for over twenty years. They had developed an innovative software product and had already landed several customers. Theoris needed to take the product to a larger market and establish themselves as a credible software company.
Solution:
Given these challenges we recommended a three-pronged marketing approach: clear messaging, compelling product marketing, and strong public relations.
To develop clear messaging, Sutherland Corporation engaged company executives in a detailed company and product positioning and messaging process. Through this process, the product was positioned as a next-generation enterprise dashboard.
The product marketing effort included development of product-specific collateral, customer case studies, solution sheets and product demos. After identifying key target markets, Sutherland Corporation also developed a targeted Web seminar campaign for lead generation.
The goal of the public relations effort was to generate a consistent stream of news over a substantial length of time, thus generating buzz and demonstrating credibility. Sutherland Corporation engaged in targeted media relations, customer success story development, analyst relations and placed articles.
Result:
Due to the sustained product marketing and public relations effort, Theoris is well known by Business Intelligence-centric analysts and media and is able to use the new articles that have been generating during their sales efforts. Theoris has customers in many vertical industries including energy, healthcare, retail, hospitality, as well as government. |
