This case study showcases how our company provided support to Startup Company A as they launched a new service. Company A faced the challenge of not having a marketing department, so we provided comprehensive support from both sales and marketing perspectives, tailored to match their business growth phase.
Background of the Request
Company A is a startup offering cloud-based IT infrastructure services.
At the time, they were a newly established company with only a few key salespeople and no marketing personnel.
The person who joined Company A as the head of the sales department recognized the issue of having no marketing team and consulted with Enjin, having been acquainted with us from their previous job. This consultation initiated our support partnership.
Recognizing Company A’s situation of not having a marketing department, we established a comprehensive support scope that could cover the marketing process up to the sales phase. This included building a platform to manage marketing leads, various promotional activities, and initial sales support. We adjusted the content of the support provided according to the phase of the business, following the timeline of the service launch: 1. Introduction Phase, 2. Growth Phase, and 3. Expansion Phase.
Introduction Phase:
Preparation for Sales and Promotional Activities
In the introduction phase, we started by assisting in the creation of essential sales tools such as business cards, company brochures, letterheads/envelopes, and novelty items. The key point here was to quickly prepare these sales tools, so we prioritized speed and skipped pre-development of brand guidelines that would typically be necessary.
Simultaneously, to support the sales department's efforts in developing sales partners, we proposed holding a small-scale partner kickoff event. This involved providing not only input from the sales department but also presenting how marketing could support partners.
Furthermore, we proposed implementing a platform to accumulate and manage lead information, which includes business cards and survey responses that would be obtained during the upcoming intensified sales and marketing activities. Our support included the entire process from initial setup, lead information cleansing, and system import, assisting as a member of Company A's team until their internal operational system was established.
Growth Phase:
Accelerating Awareness Acquisition and Lead Generation
In the growth phase, the goal was to gain market recognition and accelerate lead generation.
We actively participated in IT exhibitions nationwide, presented at seminars hosted by partner companies, and increased opportunities for the company to make presentations and gain exposure for its services. At the same time, we strengthened content creation by producing tie-up articles and whitepapers, widely publishing them in external media and promoting them on social media. This expanded our reach for awareness acquisition while forming top-of-the-funnel leads.
Once a considerable number of house leads had been accumulated, we initiated nurturing approaches, such as hosting our own seminars as a follow-up measure aimed at those who participated in/registered for events or downloaded content but were not yet customers.
Expansion Phase:
Expanding Recognition and Improving Lead Quality
In the expansion phase, the focus shifted from broad coverage approaches to targeting specific segments to expand recognition and improve lead quality.
Firstly, based on the adoption results obtained in the growth phase, we transitioned to sponsoring and participating in events and media targeting specific industries such as R&D, healthcare, manufacturing, finance, education, the public sector, energy, transportation and distribution, and retail. We also promoted the creation of industry-specific user case studies and campaigns.
Secondly, we also started stakeholder-specific approaches. We conducted business issue-focused appeals to decision-makers through presentations and sponsorships at events hosted by renowned research companies. For technical staff, we held seminars that delved deeper into service use cases, proposing and executing promotions targeting each layer of stakeholders involved in service adoption and operation.
Through these phased approaches, we built a demand generation framework and set up a scheme for "awareness acquisition, lead generation, and nurturing" over a relatively short period.
