CASE STUDY: U.S. MARKET PENETRATION AND LEAD GENERATION

Results Summary

  • Secured leads for small tech company that had a combined $1.76B market value, including sales of 1,500 units from a renowned wearables research group

    • Major companies represented at events included Google, Fitbit, Belkin, Teledyne, T-Mobile, and Oculus VR

    • 100% of attendees surveyed were interested in the battery for potential future projects

    • 94% of attendees surveyed were satisfied or very satisfied with the events

    • 67% of attendees turned into leads

  • Saved the client $50K+ in trade show expenses by investing in an independent event series

  • Secured partnership with a high-profile speaker in the wearables industry for the client’s webinar

  • Increased competitive visibility, including a #2 Ranking on Google’s SERPs

  • Secured a television interview with a potential audience of 98MM

  • Secured 3 publications with 100K circulations

  • Published 5 press releases with a potential audience of 20MM+ each

  • Secured meetings with 5 industry analysts from key firms, including Gartner

Background

A South Korean energy and power solutions company wanted to enter the U.S. market with its innovative battery product. The team was tasked with developing and implementing a strategy that could help the company successfully penetrate the market and generate new leads in four months.

Challenges

  • The product is a relatively new technology (<10 years) with few to no applications in the market; few people truly understood the technology and its use cases

  • Product roadmaps are often planned well in advance so the client needed to reach leads with the right resources, a need for an alternative battery solution, and the authority to make decisions - all at the right time

  • As a small international company with no brand presence in the U.S., the client needed a way to generate more buzz

  • Due to the client’s company size and limited resources, any proposed solutions needed to be very cost-efficient

Approach

The team developed and implemented an integrated marketing strategy that utilized the following:

>> TOP-FUNNEL

  • Created branded and unbranded campaigns to reach prospects actively looking for alternative battery solutions

  • Used LinkedIn and outbound email outreach to reach professionals in decision-making positions at firms that made or designed products that could benefit from using the client’s product

  • Secured byline articles to promote thought leadership and brand awareness; published press releases and pitched to local media outlets

  • Secured analyst meetings to develop relationships with industry analysts and promote brand awareness (e.g. company profiles, industry reports)

>> MID-FUNNEL

  • Hosted webinar to reach a wide audience and create informational video asset for future use

  • Hosted Lunch & Learn to create local relevance and target key decision-maker audiences in notable tech hubs