To help Agiliance achieve wider industry visibility and generate more sales interest, Attain developed a comprehensive marketing and PR strategy designed to transform Agiliance from a technology-centric company into an industry thought leader. Companies that provide meaningful insight and guidance to support buying decisions (vs. just marketing fluff) are often rewarded with more press coverage, better lead generation results and a shortened sales cycle.
To start the transformation process, we re-positioned the company, renamed the product from IT GRC to RiskVision and introduced business level messaging. To build the credibility and trust with key constituents in the broader Governance, Risk and Compliance market, we spearheaded an industry award submission program and engaged in focused media and analyst relations.
To drive sales interest we sponsored monthly lead generation campaigns including a thought leadership white paper series and webinars including a high profile event featuring a panel of senior experts from McAfee, KPMG and Kaiser Permanente. In addition, we updated the company web site with the new business level benefit messaging and created useful sales tools – including a web-based ROI calculator – to support the buying decision.