This Company solves a real problem for the ‘smart home’ industry: today’s market leaders are dependent on Internet connections to automate their homes. If the Internet is down, device automations don’t function and actually, the devices themselves can’t function. (Lights, locks, alarms that are automated can’t work!) Hubitat Inc. just introduced a local home automation solution that’s lightning fast and rock-solid reliable. Because commands aren’t sent to the cloud and back, personal data stays secure at home. Hubitat Elevation™ is a timely solution to a real problem.
This Company plays an important role in reducing gun violence and helping law enforcement to keep our communities safer. They just needed the right story to get that across! Theresa led the effort to develop messaging and positioning to effectively communicate the ShotSpotter benefits: detecting and confirming gunfire, and alerting police to its precise location in under a minute. She crafted a succinct and compelling story, and positioned ShotSpotter as THE authoritative source of actual gunfire data in this country.
The SST/ShotSpotter legacy business was reducing gun violence and preventing gun crime by detecting gunfire and alerting local police in under a minute. In late 2014, the Company launched an entirely new business to help minimize loss of life in the event of 'active shooter' scenarios. It was a natural fit, but uncharted territory.
The technology was tricky to articulate; but it delivered a way for online advertisers to find their ideal target customers and market to them more efficiently. MarketSavvy led the TruSignal management team in a very deep and detailed messaging workshop. Together, we outlined the core value proposition in a succinct and compelling way. This made it much easier for the Sales team to advance the conversation, find new leads and qualify new prospects.
This enterprise software company had done well in Europe with its innovative APM solutions. Launching into the very crowded and competitive American market was a different ball game. After reviewing the competitive landscape, Theresa developed positioning, messaging, collateral, corporate presentation, and launched them into the U.S. market.
Songbird already had an installed base of approx. 9.8 million (desktop app) users, 90+% of them outside of the United States. And they wanted to launch a suite of music apps, working on Android devices and gain market share in the U.S. ,
Although the University was formed about ten years ago, its marketing consisted mainly of some limited SEO and SEM efforts, outsourced to an agency. Starting with Henley-Putnam was an excellent chance to take a step back and evaluate positioning, messaging, target audiences and the best vehicles to reach them.
SonicWALL was expanding throughout the Latin America and had hired country managers in four locations; Colombia, Brazil, Mexico and Argentina. These managers were running their businesses remotely and on their own, and needed both strategic and tactical marketing support as well as a tie back into Corporate.
SonicWALL was expanding throughout the Pacific Rim and had hired country managers in six Asian locations — Japan, China, India, Hong Kong, Singapore and Australia. These managers were running their businesses remotely and on their own, and needed both strategic and tactical marketing support as well as a tie back into Corporate.
In 2002, the security event management (SEM) market was in its infancy. High Tower was virtually unknown. Technology developed at NASAs Jet Propulsion Lab was leveraged by the Company very suitably into a software solution for securing corporate networks in real time. At the very end of 2002, as the Company prepared their network security offering, MarketSavvy was hired and given overall responsibility for marketing as a key member of the CEOs executive team.
MarketSavvy was hired on an interim basis and took on overall responsibility for marketing as a key member of the executive team and advisor to the CEO. The challenge was to rebuild the marketing group as quickly as possible; put a structure in place for effective product management, and kick-start some lead generation programs.
There was no marketing or sales department working for this e-learning consultancy firm. A minimal Web site carried some information about their technical offering, but the company needed to clarify its positioning as experts in e-learning implementations. Their technical skills and talents could be applied to any industry; the challenge was to choose a focus and implement a strategy for winning business in the short term, then develop an overall business plan for the coming year and beyond.
There was no marketing department, a very "stealth" Web site, and the need to clarify their positioning, -- and my client wanted to launch both the Company and its product in September. Also, Infravio was understandably concerned about conserving cash, as they anticipated going out for their second round funding in the Fall, 2001.
Cylink was known as for network security, providing WAN Encryption Appliances. When they hired me as VP Worldwide Marketing, they had just introduced a software VPN into the market, and were about to introduce a PKI solution, a wireless product and a hardware VPN.