This software company had a state of the art product in a new and evolving technology area  which has much customer interest, and a good story to tell, but they didn’t know how to tell it…so despite being first to market with this technology and having a number of marquis clients, the business was underachieving.  The CEO asked PST to help with overall marketing support to sharpen their messages, improve readability and effectiveness of their key white paper and revise their web-site to reflect improved content and navigation enhancements.  

PST partners began by conducting a working session with senior executives to understand the business environment, understand product features and benefits, and define market segments.  A SWOT (strengths, weaknesses, opportunities, threats) analysis was done to gain insight into business drivers and competitive positioning.  This was followed by independent research of competitors to confirm assumptions for positioning in the selected market segments and to highlight strengths that needed to be addressed in the marketing material. 

Twelve key, discreet marketing messages were developed that addressed the company, its technology and the benefits.  These messages were incorporated into the white paper and web-site.  This ensured that there would be consistent, complete communications on their offering.   Their technical white paper was revised to include an executive summary so that C-level decision makers could understand the potential benefits of this technology from a business perspective.   A framework also was created to facilitate prospective customer evaluation of their product versus competition by highlighting key considerations of using this technology.

The CEO was extremely pleased with the PST recommendations and immediately directed his staff to incorporate the new marketing material into their daily operations.   PST has since been asked in a  follow-on consulting engagement to broaden the scope of marketing support materials and marketing activities that will help drive sales for this business.