Repositioning Intermec from a undifferentiated position to a highly-differentiated position was the critical first step. Primary research and brand planning initiatives indicated that there was a significant opportunity for Intermec to leverage its customer-centric product development processes and consultative selling approach to gain a competitive advantage as a purveyor of mobile enterprise workflow solutions. In order to position Intermec as the mobile enterprise technology company that optimizes “Workflow Performance” the focus of the brand needed to shift from product “speeds and feeds” to customer benefit and ultimately results. The impact of the manifestation of this repositioning, was a 25% increase in marketing qualified leads and a 36% increase in marketing contribution to revenue year over year.
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