Demand Generation Strategy: 5X Lead Growth for Grid Tech
Micatu makes optical sensors that help utilities monitor a more complex power grid. A new brand, website and demand generation program delivered 5X growth in lead generation.
The Challenge
Growth Potential in a Complex Market
More renewable energy means more distributed energy resources and a more complex power grid. Micatu had a direct answer to that stress. The goal: strengthen its brand, educate a wide and diverse audience and boost pipeline value with qualified leads.
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01
Fortify the Brand Position
Strengthen Micatu's position as a trusted, innovative provider in a complex and chaotic business ecosystem.
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02
Plan for Rapid Growth
Micatu plans to become a $100+ million business. The plan drew on leadership, subject matter experts and PR to serve near-term and long-term goals at home and abroad.
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03
Drive Demand and Engagement
After buyer's journey and persona workshops, targeted campaigns had to start conversations with influencers and decision-makers.
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04
Lead the Conversation
The industry was using diagnostic tools not fit for the task. Micatu had a chance to get ahead of the market and strengthen its voice.
The Approach
How We Helped Micatu
Micatu's solutions answer an untenable market condition, so the mission was clear. Select a phase to see the work.
Step 1 of 4
A Content Engine
We created white papers, webinars and surveys for Micatu's different target markets.
We also identified high-impact affiliates to expand campaign reach.
Step 2 of 4
A Modern Leader in Grid Measurement
We redesigned the pillar and industry pages on micatu.com. Each one focuses on the key challenges and needs of the target audience.
Step 3 of 4
Demand and Lead Engagement
We distributed relevant content to target personas through paid media campaigns and media affiliates.
Step 4 of 4
A New Brand and a CRM for Sales and Marketing
We rebranded Micatu's corporate identity, including brand assets and a new logo.
We built a robust CRM to help sales and marketing connect with target prospects.
