PANAMETRICS
REINVIGORATING AN OIL AND GAS TECHNOLOGY PRODUCT LINE
CHALLENGE
Help Panametrics, a global leader in high-tech ultrasonic testing equipment and process control instrumentation, get their relatively new and technologically competitive Sentinel product line the market share it deserved.
OPPORTUNITY
Accelerate global sales growth for the Sentinel product line by developing a clear position for the entire Sentinel product line versus promoting a single product. Creating a thought-leader context to convey the Sentinel product line’s value is critical.
SOLUTION
Instead of developing new marketing jargon that would not well define where this product line competed, leverage existing industry vernacular to position the entire line as a line that provides “Custody Transfer-Level flow measurement.” Then build out a digital multimedia, thought-leadership campaign designed to promote engagement with Panametrics’ product management and sales organization.
WHITE PAPER
TECH BRIEF
SOCIAL
SCOPE
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Marketing Research
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Marketing Planning
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Persona Development
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Positioning Development
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Messaging Architecture Creation
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MarCom Planning
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Content Development
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Campaign Development
RESULTS
Year-over-year Marketing Qualified Leads (MQLs) for the Sentinel product line increased over 206%, and marketing-sourced Sales Opportunities increased over 100%.