Partnering with Microsoft to Gain Industry Credibility

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Category: B2B

Type: Demand Generation / Content / Sales Enablement

Channel: PR, Print, Direct Mail, Digital, Speaking Engagements

Industry: Technology

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Challenge:

 

In 1999, Thinque was a relatively new sales automation software provider for the consumer packaged goods (CPG) industry. It wanted to expand into new industry segments, including retail merchandising and quick serve restaurants (QSR). Although consulting groups like Gartner had rated Thinque’s business solution in the magic quadrant, the start-up had limited marketing resources to compete against much larger established players.

 

Solution:

 

To quickly establish credibility and drive awareness, we partnered with Microsoft and our beta clients, Taco Bell and Maybelline, to develop case studies for each of the new verticals. Co-branding with Microsoft helped elevate the Thinque brand as a leading technology provider using the Windows CE platform. Additionally, as both clients were well recognized within their industries as early adopters of technology, we were able to leverage these case studies to garner a substantial amount of PR for a minimum investment.

 

Result:

 

We were able to make an immediate impact. Along with the case studies, we were able to secure several articles in leading trade publications as well as book six speaking engagements with our beta clients at major industry trade events. Each of these speaking opportunities featured the CTO of the respected client along with the CEO or CTO of Thinque. The engagements built instant credibility to Thinque and greatly assisted sales efforts. 

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