Marketing a Trailblazing Managed Cloud Brokerage

Brand Intelligence • Segmented Marketing • Lead Generation • Corporate Messaging  

Gravitant had developed a Cloud Brokerage platform that enables IT departments to consolidate and simplify the process of planning, buying, and managing IT resources across multi-vendor hybrid cloud environments. The new technology greatly reduced compliance risk and overall IT costs for its consumers. With such an innovative but unfamiliar approach to cloud management, Gravitant needed an end-to-end marketing, positioning, and lead generation system that both defined the company's market and drove adoption.

Assignment

Gravitant requested our help to shape the brand identity and marketing plan for its newly-patented cloudMatrix IT management platform. As part of the product go-to-market plan, we needed to establish a segmentation strategy that would clearly position the technology to interconnected users in the purchase lifecycle. We also had to define and develop cross-channel collateral that would enable the company and Gravitant executives to communicate the cross-vertical value proposition quickly and effectively. 

Solution

We established a multifaceted strategy to understand and address the interconnected market, technical, and business dimensions. One key step was identifying a detailed customer segmentation and marketing mix that would meet cross-functional needs across an organization. For example, a single messaging approach would inadequately serve the diverse set of users responsible for purchasing, architecting, and developing on the new platform.

The segmentation helped us target business and technical stakeholders across the purchase funnel with relevant product messaging based on a broad set of use cases and customer communication.  Marketing collateral was aligned with new corporate messaging.

We developed a pilot program and adoption plan with early adopters during which our team tracked and analyzed product usage and efficacy. Over a six month span across the pilot portfolio, Gravitant helped these customers realize 40 percent savings and reduced IT cycle time from nine months to less than one month. This analysis was pivotal in further positioning the solution across the industry. 

We streamlined the firm's online marketing presence by defining corporate messaging guidelines, developing a visual vocabulary of photo-imagery to reflect its new brand, and incorporating the corporate message throughout its marketing system. The new messaging platform included an enhanced interactive online presence and lead generation program, a series of executive presentations, and a go-to-market tradeshow campaign that communicated the value of cloudMatrix.