Helped Network-Attached Storage Vendor Pick Verticals
The company had developed an innovative way to access storage across a network, as compared to directly attached to a host computer. The challenge was that there were already a number of larger, more powerful companies that were developing similar technology. In order to be successful, we needed to carefully identify two vertical markets that the company could achieve success in. After an interesting process where over a dozen potential markets were initially considered, we narrowed the list to two based on market potential, product affinity, and company competency. Another critical factor was capability to succeed.
After getting agreement from marketing and sales leadership that the appropriate verticals were selected, we created a marketing plan that quickly and inexpensively brought us to market. The plan included public/press relations, analyst briefings, and targeted communications to the handful of companies in each segment that would be recognized as real prospects.