Case Studies: Going Global
Meridium
“...exceeded our expectations and taught us new approaches for more effective digital marketing in the process.”
Opportunity
Meridium is a global leader in asset performance management (APM) software and services for asset-intensive industries. Founded in 1993, privately held and headquartered in Roanoke, VA (USA), Meridium had clients in more than 80 countries without much investment in marketing. The need was to build demand generation capability for the company with a focus on people and processes using MS Dynamics, Revegy and Eloqua 10 technology platforms.
Solution
Accelent worked with the CMO and VP Inside Sales to create a go-to market strategy with demand generation programs by industry and quarter and helped execute. Established processes to support systematic lead management across sales and marketing; created alignment with sales around revenue targets, industries and key accounts.
Results
Established lead scoring model, established lead stages with sales resulting in streamlined operations
Created year-long campaign timeline, program templates, defined buyer’s journey and wrote campaign content
Built and executed demand generation programs for key industries (mining & energy) and new product launches
Filled the resource gap to delay hiring and improve skills of team members
“We chose Accelent Consulting to complement our digital campaign strategy and alignment with vertical markets. [Pam] exceeded our expectations and taught us new approaches for more effective digital marketing in the process. She was easy to work with and we would recommend her to anyone needing digital marketing support.”
Patricia Foye, CMO, Merdium
Mincom
“Taking into account 12 hours time difference between San-Francisco and Moscow I never feel alone and always have a manager to discuss current marketing operational issues and strategic directions of our region.”
Opportunity
Mincom was a $200M independent software vendor of ERP/EAM and mining point solutions for “asset intensive industries” including mining, energy, utilities, oil and gas and public infrastructure. Mincom was bought by a private equity firm. The new owners brought in a new executive team, established new revenue and EBITDA goals but had no marketing team or systematic lead generation/management in place.
Solution
As CMO, Pam hired a global marketing team located in the US, Chile, Russia, and Australia. We evaluated marketing automation systems and, in partnership with sales operations that had a Siebel CRM in place, selected, implemented and integrated Eloqua. We created a new brand identity, a new content-rich website and measurable industry-specific demand generation capability in 9 months.
Results
Introduced new go-to-market strategy and 70 campaigns in year one
Marketing contribution to sales pipeline rose from 0 to 18%
Website traffic up 42% from previous all time monthly average
Increased pipeline from 0 to $2M for inbound in 6 months
Launched new enterprise EAM product, mobility product and mining point solution
Introduced account-based Marketing strategy, planning and programs
“Pam is a very strong marketing professional and a senior executive. She created a global marketing team at Mincom and successfully delivered rebranding project in short period of time. Such achievements were valued by ABB Group which acquired Mincom in 2011. I was hired by Pam in Mincom Russia field marketing organization.
Taking into account 12 hours time difference between San-Francisco and Moscow I never feel alone and always have a manager to discuss current marketing operational issues and strategic directions of our region. I learnt a lot from Pam during my work for Mincom. I appreciate her personal approach to subordinates and optimistic personality.
It was a pleasure to work with her. I strongly recommend Pam to any organization which needs a strong marketing executive in a global environment.”
Mikhail Kazakov, General Manager, Start1.ru
Ventyx, An ABB Company
“Pam has great management skills and deep marketing knowledge. Pam did a great job revitalizing Mincom’s brand and after ABB bought the company, positioning the new Ventyx, an ABB company brand in the market.”
Opportunity
ABB provides industry leading software and deep domain expertise to help the world’s most asset intensive industries such as energy, utilities and mining solve their biggest challenges, from plant level, to regional network scale, to global fleet-wide operations.The software portfolio came from the acquisitions of Ventyx and Mincom. Challenge was to build a software brand identity for a company deep in hardware expertise, build demand generation capabilities, leverage opportunities for cross-selling while adhering to ABB guidelines and structure.
Solution
Pam led the company through a major rebranding, built a world-class global marketing team, integrated two marketing automation systems and two CRM systems, established closed-loop reporting and marketing accountability for customer retention and pipeline creation.
Results
New go-to-market models – many-to-many, one-to-many, one-to-few (industries), one-to-one (account-based marketing
Rebranded the company with new identity package and website
Increased valuation of company
Improved inbound leads by 500%
Increased website traffic by 42%, unique visitors by 30%
Established first field marketing, demand generation, and MarCom capabilities
“Pam has great management skills and deep marketing knowledge. Pam did a great job revitalizing Mincom’s brand and after ABB bought the company, positioning the new Ventyx, an ABB company brand in the market. She created Mincom’s marketing global team, and the demand generation strategy and structure that’s supports the actual Ventyx Sales Process.
I consider Pam also a great leader, although I was base in Santiago, and she was based in San Francisco, I always felt her support, and her advice, and holistic views help me to feel part of a team, and encourage me to always do better!
I really enjoy working with Pam, and being part of her team. I trust her!”
Lorena Baquedano, Regional Marketing Director - Latin America, Sovos
Free 30 min consult
Contact me to book your consultation and get focused on your marketing.