Positioning the Microsoft Alternative for Government Contractor Business Software

The PVBS management team aspired to become the top Microsoft Dynamics partner in the world to government contractors. Armed with vast knowledge of Microsoft Dynamics NAV and the workflow of government contractors, the company brought a world-class solution to market known as Microsoft Dynamics NAV for Government Contractors. The challenge, though, was to let the world know that the product existed.

DSM was originally engaged to put together the marketing communications plan to help launch the new product. In order to do so, the DSM team tested multiple messages, developed sales lists, and developed a marketing communications plan that was designed to show not only government contractors that a better alternative was available for them, but also to show Microsoft that they had a huge opportunity to sell their software to companies that did business with the Federal Government.

DSM worked with PVBS to conduct numerous marketing initiatives including the following:

  • On-site seminars across the country that attracted hundreds of government contractor business owners, chief financial officers (CFO), and finance and accounting leaders
  • PR programs that helped show the market place that PVBS and Microsoft Dynamics leaders were very committed to servicing the market
  • A world-class webinar program that attracted thousands of attendees of which many became strong prospects for the company
  • Dozens of other initiatives designed to increase awareness of the company, drive leads, and accelerate the sales process.

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