Current Analysis, a leading provider of market intelligence and advice serving global F500 IT and telecom organizations, was poised to launch a game-changing product for both their company and the industries that they service. The service, Innovation IMPACT, monitors, evaluates and tracks innovation success over time. Not only was Current Analysis a first-mover in providing such a service, it gave them both an opportunity to reach an entirely new audience and budget holders expand their brand outside of their traditional core market of competitive intelligence. The challenge was both to make a big enough splash in a new area to rapidly rouse market attention and, ultimately, sales, as well as start on the path of brand transformation. And all of this was to be accomplished in a very short amount of time.
Current Analysis looked to Marketüd to create and implement a multi-faceted product launch strategy. After in-depth research on the market, competitors, and potential buying audience, Marketüd devised a comprehensive strategy, positioning storyboard, and tactical roadmap for the Innovation IMPACT launch.
The comprehensive program Marketüd designed included content development ranging from training guides for market positioning to corporate-wide tip sheets, to customer facing presentations and web page design orchestration and copy. Other tactics included promotional videos, targeted ad placements, media outreach, phased email campaigns, social media strategies and analyst articles. Marketüd developed both the strategies and tactics behind the launch plan and, working in collaboration with the internal Current Analysis marketing and analyst team, orchestrated and implemented the Innovation IMPACT launch.
Marketüd’s strategy, oversight and implementation of the launch plan helped Current Analysis make an immediate impact on the market. They received broad media coverage from both trade and business press, built a robust sales pipeline and closed nine (9) customers within the three remaining months of the year, achieving 96% of an aggressive Innovation IMPACT sales target for the quarter after launch. Current Analysis continues to follow the Marketüd strategic plan and product positioning, maintains a health pipeline and has been recognized industry-wide for breaking new ground in examining the business of innovation.
“Without Marketüd’s strategic eye, attention to detail and flawless execution, we would not have been able to launch this ground breaking new offer, critical to the growth of our company. With their help, we hit 96% of a sizeable end of year targeted sales goal within just three (3) short months after launch. Their strategic roadmap has helped successfully pave the way for an entirely new direction for our organization.”