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Get Content Get Customers by Joe Pulizzi

Get Content Get Customers by Joe Pulizzi

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Published by Mike Lewis
Buy the Book here: http://amzn.com/0071625747
Buy the Book here: http://amzn.com/0071625747

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Published by: Mike Lewis on Feb 07, 2013
Copyright:Attribution Non-commercial

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09/18/2013

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 Get ContentGet Customers
 
Turn Prospects into Buyerswith Content Marketing
Brought to you by:Reprinted by
:Reprinted by permission of the publisher McGraw-Hill Professional,from Get Content Get Customers by Joe Pulizzi and Newt Barrett.Copyright © 2010.
 
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24
 T
he following is a fictitious case study based on real-life situations. MODEL, Inc., creates software specifically for engineers whodesign manufactured products such as paint cans, plastic spray bot-tles, and even eyeglass frames. MODEL’s software integrates withthe larger design engineering software programs such as those by  Autodesk (Inventor) and SolidWorks (two very large, multinationalsoftware companies), so MODEL’s software is often bundled by these “affiliate” companies, with MODEL taking a cut. MODELs software focuses on three-dimensional (3D) analysis.For years, MODEL has been fighting it out with two major com-petitors for the same customer base and has been able to scrapetogether a small market share without having any direct sales rep-resentatives. It has a great product that has been sold and distrib-uted by two of the leading design software companies, Autodesk andSolidWorks, which have generated the majority of its business forthe last five years.Recently, MODEL has seen more competitors come into themarket, taking away market share. In addition, MODEL has beenhearing rumors that both Autodesk and SolidWorks, as well as other
C
H A P T E R
 An In-Depth Case Study—Developing a Conten Marketing Strategy fromStart to Finish
 
design engineering software companies, are planning on creatingtheir own analysis software that would compete directly with MODELs.
Positioning MODEL as a Leader in  Analysis Software
 MODEL, a small 30-person firm with about $10 million in rev-enues, has an excellent core group of engineers and has been run by the same executive team since its launch in 1997. Unfortunately, MODEL has very low brand awareness in the industry, since it hasnever had to market aggressively in the past. Many of its customersactually think that the software it creates comes from Autodesk andSolidWorks, both of which sell MODEL’s software as an add-onproduct. MODELs executive team is freaking out. It has begun to invest ina sales force and customer service, but it is concerned about what it can spend on marketing and, ultimately, how it should communicate with its customers and prospects. What should this company do?
Step 1: Define the Organizational Goals
 The CEO called an off-site meeting to discuss the current situa-tion. During that day, the team developed a renewed business planthat included some specific marketing goals. Among those were
Build a robust Web site.
 This specifically means acquiring2,000 qualified names through its Web site efforts duringthe next year. MODEL believes that it needs to close 5 per-cent of these corporate clients (100) in the next year (with-out the help of its design partners) to make an impact on thecompany’s strategic goals.
Be the name in analysis.
Company executives believe that  MODEL has the engineering excellence to be the “IntelInside” of design analysis software. The measurement of this would be the firm’s becoming “the preferred brand name”
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Get Content Get Customers

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