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Signed up 200 registrants to webinar on new capabilities.
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Achieving 12+ leads per month for new products from zero.
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Sparked 27 conversations with disengaged clients to upsell.
What we did: Marketing leadership, repositioning and lead generation.
- New product marketing
- Webinar and case studies
- SEO optimized website
- Bi-monthly content marketing
- Partner co-marketing
- Hubspot dashboard set up
Facing a complex company turnaround, and the departure of our marketing leader, Colligo hired Material Insight. They maintained our marketing momentum, and within 3 months we had a new strategic marketing plan. A year later, we had incoming leads for our new product line.
Loic Triger, Colligo
The challenge:
Spark demand in new market.
Every mature software company faces a moment when they have to graduate to next generation technology. It’s a nail-biting junction as current customers may not migrate and new sales take a while to generate. Colligo faced that challenge when it launched a new product line for the Office/Microsoft 365 cloud market after years of serving customers with Microsoft on-premise environments.
Building new product demand required repositioning Colligo as an expert in making it easy to utilize SharePoint from Outlook and Office apps not just on premise, and on mobile, but in the cloud.
The solution.
Unafraid of lean turnarounds, MI trimmed spending on tradeshows and co-marketing to cut the marketing budget in half to give us time to raise awareness with the capital available.
We worked closely with Colligo’s sales and products teams to get new product marketing in place. MI utilized the existing website and Hubspot infrastructure to promote new expertise and products in online events, email campaigns and social media to generate initial leads. We also leveraged Microsoft co-marketing opportunities to expand market reach into the cloud market.
Website modernized for leads.
We redesigned website page banners and the navigation to convey a modern, cloud market focus. The message was tuned to convert IT leaders, and we added resources to boost traffic.
Webinar brings in new prospects.
To broadcast Colligo knowhow in the cloud market, MI organized a webinar with an industry expert. More than 200 registered and learned about Colligo’s new capabilities.
Case studies convey impact.
As a Microsoft partner, Colligo uses impact stories with its customers to attract leads from the Microsoft’s community. The case studies also serve as a sales tool for Colligo’s team.
Microsoft co-marketing boosts credibility.
When Microsoft launched a podcast, Colligo was quick to volunteer to co-present with a customer. In the first 3 months, the podcast was heard more than 3000 times.
Bi-monthly blog.
With many Colligo customers using its older products, the company uses an emailed blog digest to educate them about its new cloud technologies.
The Result: Within 12 months, new product leads ramped up.
The goal of inviting Material Insight in to lead marketing was to help Colligo spark demand for its new cloud products. Within the first year, Colligo’s website and campaigns were attracting new leads – the majority for the new 365 product line. Leads are quality, and are closing.
Colligo credits MI with helping to support its turnaround, demonstrating a promising future for the mature company. Showing lead growth in the new products also helped the company attract a strategic acquirer who backs Colligo’s vision and is investing in their future.
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Signed up 200 registrants to webinar on new capabilities.
0
Hit 15 leads per month average for new products from zero.
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Sparked 27 conversations with disengaged clients to upsell.
A big part of our marketing is working with industry leaders and co-marketing partners. With a small team, we needed help to lead those important relationships including with Microsoft. MI stepped in, built trust, and I can vouch for how they convey credibility on the frontline.