New services launched into a market prepared to receive them

APPtechnology is a trusted IT partner to respected UK companies, moving businesses — legacy applications, users and devices alike — to a modern, secure and efficient Windows environment. The company was growing and had new offerings ready. A new service does not sell itself: it needs a market that has been told what it is, and a pipeline already pointed at the people who would buy it.

What we were asked to do

Support further growth by creating a pipeline of targeted new client opportunities, and make sure a range of new offerings were introduced successfully into that market.

What we did

APPtechnology adopted every stage of the Transform Accelerator. Working collaboratively, we created a joint marketing plan that set the prioritised strategies, campaigns, actions and key performance indicators for the growth and product-launch aims, within an agreed budget. With the internal team we then implemented a wave of campaigns focused on creating new business opportunities: website content, brochures and collateral, blogs and social selling, search and display advertising, webinars, triggered emails and service flyers.

The difference it made

Strategy and execution stayed aligned to the defined campaigns and waves rather than running as separate exercises. Performance was monitored and the approach adjusted against the targets set in the plan, so each new offering launched into a market that had already been prepared for it.