Pivot and Accelerate

Case Study

industrial automation and cyber
  • Company had been providing industrial automation solutions for several years, but revenue had stalled.
  • They needed a recipe for sustained growth and made the decision to pivot into the cybersecurity segment..
  • Unplanned staff changes resulted in lack of strategic marketing leadership at a critical time and replacement proved difficult
  • EMI delivered a entire virtual Marketing Team for less than the cost hiring a new VP Marketing.
  • Conducted analysis and review of existing assets, plans, and strategies.
  • Rebranding and Account Based Marketing strategy marketing led to successful positioning as a notable player in industrial cybersecurity market.
  • After a short period of running under the new branding and positioning the Company was acquired by a fortune 100 firm.

"We had squandered a considerable amount of time searching for the best candidate to lead our marketing team before we were introduced to EMI. They quickly made up the deficit with their industry knowledge, best practices, and multi-skilled team. They had us going in the right direction in no time at all."

CEO, Industrial Automation and Cybersecurity
industrial cybersecurity

Project Deliverables

  • Persona Development
  • Value Proposition guide
  • Customer Journey Guide
  • Competitive Analysis program
  • Analyst and Influencer Program
  • Brand Relaunch
  • New Website - fully integrated with marketing automation
  • Marketing Technology Infrastructure Implementation
  • Account-Based Marketing program
  • Team Management and Weekly Status Review with client
  • Account-Based Marketing program
  • Events Program

Industrial Automation and Cybersecurity

Company provides solutions in the industrial cybersecurity and automation space.

Starting Point

Unplanned staff changes resulted in a lack of marketing leadership and replacement proved difficult. Finding someone else uniquely qualified to put into that C-suite position was proving to be a challenge.  The business was challenged by waning brand awareness while marketing efforts were at a virtual standstill. 

Destination

The client’s goal was to start its journey from a “Passionate Startup” toward a recognized industry leader, playing on the same level as well-established corporations. This required a unique approach that involved not only a revamp of the brand and strategy but also an education campaign aimed at industry influencers. 

The Route

In order to gather the information needed to map out possible strategies, our analysts conducted a thorough examination, getting a comprehensive view of the company and the entire industry.  

Review and Analysis

  • Conducted a detailed industry and competitive analysis and a review of existing strategy, marketing plans and assets..
  • Performed a deep dive into target markets, verticals, geographies and identify key influencers, analysts, and media.
  • Examined the current sales process including prospects, personas, buying behavior and channel options
  • Conducted gap analysis and highlight steps to be taken and determined KPIs.

Interviews and Workshops

  • Conducted a series of internal stakeholder and external Influencer and industry expert interviews
  • Directed a strategic positioning workshop and redefined the value proposition for the new market

Plan and Execution

  • Built out an agile outsourced marketing department to deliver on the new strategy and identified clear goals/KPIs for the marketing program.
  • Integrated digital and offline marketing and planned and executed ABM campaigns
  • Built out an agile outsourced marketing department to deliver on the new strategy and identified clear goals/KPIs for the marketing program.
  • Created a content plan to match the buying cycle
  • Presented to management a tactical marketing plan to execute on the revised strategy and held monthly and quarterly review meeting

Results

  • Early, enthusiastic target market acceptance of initial service offering.
  • Increase in brand awareness, company being covered by leading analysts and influencers and regularly placed alongside much bigger competitors.
  • Over 600% increase in sales qualified leads over the course of the first 6 months.
  • A marketing infrastructure that integrated the traffic from social media and events through to the web and the CRM putting hot leads into the hands of sales and channel partners.
  • Company was acquired. EMI became key members of the transition team and stayed on post-acquisition to serve the parent company.

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