mcg stories of successes
DESCRIPTION
A great sampling of what MCG has done for its clients.TRANSCRIPT
Bigger, Better, Sexier Marketing for B2BCase Studies Prepared for everyone via SlideShare
The Challenge
Oniqua is a software technology company that optimizes maintenance and operational inventories for mining, energy and transportation companies. Each time Oniqua has a sales opportunity, an array of decision makers are involved. This leads to a long and complicated sales cycle. Oniqua needed an easy-to-navigate website that could communicate effectively with every stakeholder in the sales cycle.
The Solution
MCG created personas for each decision maker involved in Oniqua’s sales cycle. We also identified the situations or “use cases” that would cause each persona to benefit from Oniqua’s services. Using these use cases as a guide, we developed a website that provided specific, targeted benefits for each persona.
The Results
Oniqua’s website visits soared by 53% and the average time spend on-site jumped 43%. As a direct result of the website’s success, MCG became a trusted marketing partner for Oniqua. We currently assist with a wide range of strategic and tactical services, including marketing program development and tradeshow promotions. See the website at www.Oniqua.com
ReferencesSteve HerrmannVice President, Marketing and Strategic Alliances303-952-6669 | [email protected]
Oniqua Enterprise Systems
Branding, Personas & Use Cases, Print, Web
Branding, Personas & Use Cases, Print, Web
The Challenge
I-Behavior is in a complicated industry, aggregating shopper purchase data and providing statistical modeling to predict future purchases. They were having a hard time communicating their services in a way that would resonate with potential customers and differentiate them form the competition.
The Solution
We decided that what I-Behavior really needed was a human touch. From their website, to their marketing materials, to the new products we helped them launch, we refocused the stories I-Behavior told from the technology to the people the technology touched.
The Results
I-Behavior’s success stories include: a new website that helped the company get noticed and acquired by a large marketing firm; a direct mail piece that exceeded the industry average response rate by over 300%; and the successful launch of three new product offerings, including a mobile couponing app. See the website at www.i-behavior.com
References
Ellen Bossert
VP Marketing & Communications
303-228-5021 | [email protected]
Branding, Demand Generation, Direct Mail, Product Launches, Web
I-Behavior
Branding, Demand Generation, Direct Mail, Product Launches, Web
The Challenge
I-Behavior was launching a new hosted software solution to give retail and catalog marketers better information about their customers' purchasing habits. They were targeting members of the Direct Marketing Association, an audience with high standards for direct mail.
The Solution
We realized that their service was the next level of clarity for consumer data. So, we created the “Data in HD” concept. The right combination of idea, intrigue and a special offer to win Flip cameras.
The Results
The direct-mail piece combined with a new website and brand identity created by MCG successfully launch the new technology and outperformed the industry average response rate by over 300%.
Branding, Demand Generation, Direct Mail, Product Launches, Web
I-Behavior Insights
Branding, Demand Generation, Direct Mail, Product Launches, Web
The Challenge
Assignment Pro by Equus is it’s first hosted software platform that lets enterprises manage employee relocations. AssignmentPro is competing against other software platforms and major consulting companies. Equus needed a product launch campaign that would help them stand out from the crowd.
The Solution
MCG created an integrated print and online campaign that centered around the insight that AssignmentPro helps HR staff manage employees in less time and frees them from tedious data entry.
The Results
The integrated campaign helped to create numerous qualified leads for AssignmentPro including a closed deal from one of the world’s largest beverage manufacturer's.
Product Launch, Branding, Web
Equus − AssignmentPro
Branding, Demand Generation, Direct Mail, Product Launches, Web
Product Launch, Branding, Web
The Challenge
PingIdentity was launching a new product that provided a single sign-on for all of a businesses SaaS-based applications.. Prior to PingIdentity, people believed a a single sign-on for SaaS services was impossible. PingIdentity not only needed to launch a new product into a competitive marketplace, they also needed to change people’s perceptions.
Solution
MCG built PingIdentity’s product launch program from the ground up, including a brand, marketing plan, a website and sales materials.
The Results
MCG’s branding and consistent messaging helped change the way people think about single sign-on security, resulting in over 300 product pilots within the first month of launch.
Interactive Video, Sales Enablement Tools
PingIdentity
Product Launch, Branding, Web
Product Launch, Branding, Web
The Challenge
NCM is a $650 million company that puts sports, performing arts, concerts and business events on movie screens across the country. They were enjoying a great deal of success with the entertainment side of their business. Unfortunately, getting other businesses to consider the theater as a national event venue was proving to be a daunting task.
The Solution
MCG identified the industries most likely to use NCM’s theater events, and identified the use cases that would require a national venue like the cinema, (product launches, training, crisis communications, etc.) We created a video to increase awareness. Then MCG followed up with a comprehensive demand generation strategy that included microsites, lead nurturing campaigns and events targeted at specific industries and companies.
The Results
The Fathom Business Events video has received rave-reviews from both National CineMedia and their clients. This video has been an invaluable resource for both the marketing and sales team, and it is currently featured on the homepage of their website. MCG is currently in the process of completing the first event and microsite.
References
Yvonne AndersonSenior Marketing Manager303-792-8674 | [email protected]
Demand Generation, Events, Strategy, Video
National CineMedia (NCM)
Demand Generation, Events, Strategy, Video
The Challenge
Questar Energy was in desperate need of an identity overhaul. They are a multibillion-dollar natural gas driller, wholesaler and retailer based out of Utah. The problem was that the perception of their brand didn’t fit with the company’s strategic vision for the future.
The Solution
We gave Questar a whole new identity and helped them write their brand’s story in a way that would speak to their customers. Then we built a visually stunning website that put their new brand to work.
The Results
The new identity struck the perfect balance between Questar’s traditional look and their new strategic direction. It helped Questar associate their brand with clean energy initiatives without alienating the legacy customers that propelled them to become a multi-billion-dollar business. See the website at www.questar.com.
Reference
I’ve requested a reference but it may take up to two weeks to get a response from corporate.
Branding, Web
Questar Energy
Branding, Web
The Challenge
Verio is one of MCG’s oldest clients. One of the biggest projects we won with them was the full rebuild of Websites.com. This website is a central portal where small businesses can discuss and collaborate on leveraging websites to build their customer base. The website is available in five languages and has an extremely complex and deep user engagement model. This presented significant hurdles for the MCG development team.
The Solution
MCG designed a clean, easy-to-use layout and navigation system, and assembled a team of on- and off-shore coders who could quickly develop the sophisticated site.
The Results
Websites.com currently enjoys traffic as high a 150,000 visitors per month. As a result of MCG’s success, we were selected by Verio to rebuild Whois.net, which supports over 120,000 visitors PER DAY from over 125 different countries.
References
Kazutaka Kobayashi
Director of Marketing
303-645-1945 | [email protected]
Demand Generation, Strategy, Web
Verio – Websites.com
Demand Generation, Strategy, Web
The Challenge
Format Dynamics reformats website content for printing and mobile devices, then inserts targeted advertising. They were struggling to get off the ground and needed help developing their overall marketing plan, a website and messaging.
The Solution
MCG instituted a segmented marketing plan focusing on two key audiences, advertisers and web publishers. New messaging was created for each segment and a new website was developed to convey the elegance and power of this totally new advertising medium. MCG also assisted in the search for a PR partner to complement Format Dynamics marketing efforts.
The Results
Format dynamics recently received a fresh round of capital and expanded operations to New York City. See the website at www.formatdynamics.com
References
Product Launch, Branding, Web
Format Dynamics
Product Launch, Branding, Web
The Challenge
NGT had recently launched a new indirect channel for their small business VoIP services being sold be Value Added Resellers. Because NGT was an unknown retail brand, and resellers were just learning about NGT’s services, they needed an engaging and easy way to interest and inform prospects.
The Solution
Because NGT.com is set up largely to service NGT’s wholesale customers, MCG recommended that NGT create a microsite as a one-stop home for the new VoIP service. This microsite, named NGT Digital Voice Hub, would have a unique twist to keep visitors engaged.
The Results
Brett, this section was cut off on the slide. You may want to pull it from the original document. See the microsite at www.ngt.com/dvhub/
References
Interactive Video, Sales Enablement Tools
New Global Telecom (NGT)
Interactive Video, Sales Enablement Tools
The Challenge
Level 3 is the telecommunication industry’s telecom company, providing one of the most robust data backbones in the world. Their services are highly technical and their audience is extremely tech savvy. They needed a marketing partner, but most marketing firms understood so little about their business that it was harder to explain it to their partners than to just do the work themselves.
The Solution
MCG’s in-depth understanding of their highly technical industry and their clients’ needs allowed us to seamlessly integrate with their internal team and make their lives a lot easier.
The Results
The Level 3 internal team was freed up to focus on other initiatives and their sales teams were equipped with effective communications materials. Level 3 had found a marketing partner that was an asset instead of a liability.
References
Alisson Hoy
Marketing Manager, Product Marketing
720-888-2656 | [email protected]
Direct Mail, Sales Collateral, Personas & Use Cases, Video
Level 3
Interactive Video, Sales Enablement Tools
Cable Direct Mail Brochure Customer Event Materials
Interactive Video, Sales Enablement Tools
Brochure Writing Launch Tool: Competitive Quick Reference Guide
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