DIAMOND Marketing

Vertical market confirmation, development, and programming for a mid-sized data storage company.
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Targeted lead generation into new verticals for a well-funded e-commerce applications company.
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Customer profiling and segmentation for new product line for a $2B enterprise software company.
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Federal Government marketing and GSA program for large PC and server manufacturer.
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Product marketing for an Asian company looking to enter the US market.
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Intelligent Transportation Systems (ITS) program development, positioning, and implementation for US branch of a global 2000 electronics company.
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Launch of a growing business software company into 3 new vertical markets.
>> Case Study

The company had developed an innovative way to access storage across a network, as compared to directly attached to a host computer. The challenge was that there were already a number of larger, more powerful companies that were developing similar technology. In order to be successful, we needed to carefully identify two vertical markets that the company could achieve success in. After an interesting process where over a dozen potential markets were initially considered, we narrowed the list to two based on market potential, product affinity, and company competency. Another critical factor was capability to succeed.

After getting agreement from marketing and sales leadership that the appropriate verticals were selected, we created a marketing plan that quickly and inexpensively brought us to market. The plan included public/press relations, analyst briefings, and targeted communications to the handful of companies in each segment that would be recognized as real prospects.

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