Through extensive collaboration, The Spur Group helped a tech client launch a cloud solution in a new vertical using marketing and channel expertise to develop product messaging, sales enablement materials and partner programs.
Cloud capabilities continue to expand on a large scale, and in turn cloud has become a fast and powerful means for companies to transform customer experiences, modernize IT infrastructure, and effectively implement business- and customer-facing applications and services. Initially, cloud services were built horizontally to serve a general purpose and did not tailor to individual industries and customers.
Continuing to innovate, cloud service providers have now evolved vertically to meet specific industry needs and use cases.
Our technology client sought The Spur Group’s marketing and channel expertise to help them launch its cloud solution for a new industry vertical. With our extensive expertise bringing technology solutions to market, as well as building best-in-class partner ecosystems, our client felt we would be well positioned to help them launch the product. Further, The Spur Group has in-depth knowledge of the solution having worked on several engagements with the client in the past.
We worked across different engineering teams to create a technical presentation that helped customers understand how our client brought different use cases to life. For this launch to be a success, it was crucial that we build a unifying narrative that provided an overview of the technology features, for which we worked with over 24 stakeholders, all with different points of view. We created pricing guidelines, a data sheet, and drill-down decks that presented an in-depth view of the cloud solution’s core capabilities and use cases.
The Spur Group consulting teams implemented creative thinking to help the tech giant’s teams and a broad group of stakeholders coordinate and collaborate in an efficient way.
Our marketing experts assisted our client in clearly and effectively communicating industry-specific information to customers. One challenge throughout the project was effectively and clearly showcasing the highly technical benefits of the cloud solution to the target audience.
Our content development process required that we:
To build our client’s partner program, we:
In addition to this launch, we used this project’s deliverables to create blueprints and templates that could be leveraged for future product launches in other industries.
As a result of the engagement, our client established a smooth customer journey for sales prospects, connecting the industry story through all customer journey stages and types of content.
Despite the complexities involved, The Spur Group managed all elements of the go-to-market plan, both internally and externally, to launch the product solution with impact across our client’s customers, partners, and teams.
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