Select Page

5X Growth in Lead Generation for Optical Sensing Company

Micatu logo


Micatu has designed non-conductive, highly accurate optical grid sensors for the US utility market.


Power Grid Innovation, Power Companies, Public Utilities, Data Centers

Company SIze

11 – 50


Horseheads, NY

Services we provided

Demand generation planning & implementation, website redesign, thought leadership content planning, brand system guidelines, HubSpot Sales & Marketing.

The Micatu Story

Micatu is an optical sensing solution provider that creates tools to measure voltage, current, vibration and temperature. In recent years DERs, renewable energy production has dramatically increased flow to today’s widely distributed power grid. The uptick in flow places considerable stress on systems. Micatu’s innovative solutions facilitates data-driven awareness of disruptions which helps avoiding power outages and increases the grid’s safety and resilience.

Micatu’s Gridview utility platform deployment facilitates lower-cost deployments, optimizes integration of renewable energy sources and provides real-time data insight for grid resilience.

Micatu groundless sensor banner-1
Micatu came to New Perspective with the goal of strengthening its website, demand generation program and thought leadership positioning. We were energized by their mission to proactively create situational awareness on our power grids and support the modernization of energy distribution around the world.
We were energized by the mission.

The Challenge

Our driving objectives: help Micatu fully realize its growth potential by strengthening brand positioning & awareness, educating it’s wide and diverse target audience about their solution, and boosting pipeline value with qualified leads.


Fortify & amplify Micatu’s market leading brand position

Strengthen Micatu’s market position as a trusted and innovative solutions provider in a complex and chaotic business ecosystem


Work closely with leadership team and SMEs to create a plan for rapid growth

Micatu’s has plans to become a $100+ million business. The highly collaborative plan incorporated insights from all leadership team members, subject matter experts and PR. The plan was built to deliver on the company’s near term and long term goals as the business expands domestically and globally.


Drive Demand and Lead Engagement

Following buyer journey and persona workshops, we created highly targeted demand generation campaigns aimed at raising awareness and spurring conversations with target profile influencers and decision makers.


Strengthen Thought Leadership Position

Get ahead of the market and show the way forward to an industry living through a period of crisis and instability and using diagnostic tools and strategies not fit for the task at hand.

Micatu fullsite 1 - micatu - micatu fullsite (1)

What Our
Partnership Delivered:

With Micatu solutions offering a direct response to an untenable market condition, our mission was clearly defined.

Drive content creation and amplification to support market leadership positioning

Identified high impact affiliates with which to expand campaign reach.

White papers, webinars and surveys designed to engage Micatu’s different target markets

Strengthen Micatu’s brand as a modern leader in grid measurement technology.

Redesigned’s pillar and industry pages with a laser- focus on addressing the key challenges & needs of the target audience.

Micatu full - micatu - micatu full
Grid-chaos-tablet v3-2

Drive Demand and Lead Engagement

Distribution of relevant content to target personas by way of paid media campaigns and media affiliates

Configured CRM to complement sales and marketing processes

Success Metrics

Successfully generated leads in line with Micatu’s quarterly and annual growth objectives

Explosive growth in the company’s pipeline value

Well on its way to becoming a $100 million company

Nplaunchpad - micatu’s michael oshetski on the electrical grid of the future

What’s Next For Micatu?

Check out our interview with Micatu’s founder and CEO: Michael Oshetski


Tean02 - micatu - tean02

Our Allstar Team
Behind The Results

New Perspective’s biggest strength is our people. When you work with us, you work with a team of experts dedicated to helping your business see results

Meet The Team

Digital Transformation of Your Business Starts Now

When you work with New Perspective, you’re working with a team of experts who will dedicate their time and knowledge to building and executing a solid strategy for your business.