You’re the CFO of a mid-size Kiwi company. Your job is important and you don’t get enough credit for what you do. Then, one ordinary day in the office, there’s a newspaper in your pile of mail, with a picture of your face next to the lead article.
Engaged yet? They were.
Sell a software product that is difficult to understand to companies with no time.
International data-warehousing software company WhereScape came to us with a problem. They’d cornered the majorly big internationals, but needed new mid-market business leads in
New Zealand. They’ve created a multifunctional automation environment for data warehouses, called Wherescape RED.
Huh? Don’t worry about the detail. What the product does for businesses is really the important bit: it improves efficiency, reduces costs and means decisions can be based on facts, not
What business wouldn’t want a tool that could dramatically lift performance?
It’s an easy win for them, and that’s what we focused on.
The only snag? WhereScape wanted it done before Christmas. In other words, three weeks – a tight turn around by anyone’s standards. Oh, there was another snag too. Just like most B2B marketing, we were facing a pretty long sales cycle. This was a big investment for companies, and not one that many had even considered before. It meant that our campaign wasn’t just about getting immediate sales (although that’s always nice). It needed to stick in people’s minds so they’d remember Wherescape two or three years down the track.
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