product launch proven marketing strategy

"The Launch Team is smart, committed, and flexible. Their work was instrumental in building market awareness and acceptance before we launched our new THz system."

Rob Ellis, VP of Strategic Planning | Lake Shore Cryotronics

Nanophase

The Client
Nanophase Technologies is a Chicago based nanomaterial manufacturing company serving a wide range of markets, including personal care, surface finishing, plastics, solar control and textiles.

The Challenge
Launch Team was brought on board to help Nanophase generate and nurture leads as they expanded into the optical surface polishing market. Their goal was to increase visibility and grow relationships within the industry.

How We Helped
Launch Team began with their traditional assessment, examining each customer touchpoint and conducting customer interviews to glean additional insights into perceived value and customer persona. A competitive analysis was also used to determine Nanophase’s unique position. We conducted a positioning workshop with Nanophase’s leadership team and developed a clear positioning statement which would be used to drive future messaging. We also created a marketing roadmap, which would guide marketing activities, both internally and externally driven, throughout the coming year.

Launch Team continued working with Nanophase to redesign their website and develop new pages for the optical surface polishing market. From there, Launch Team paired up with Nanophase’s internal resources to begin executing the Roadmap developed through positioning.

The Results
The Nanophase website has experienced increased traffic to the optical surface polishing section due to rewritten content and marketing efforts. Content developed by Launch Team in conjunction with Nanophase scientists was promoted across social media and through email marketing and was used to acquire new leads. Automated nurture programs were designed to keep these leads engaged over a naturally long sales cycle. In the first 12 months, the leads for this line of business has more than doubled.

Launch Team also worked closely with Nanophase staff to develop a tradeshow based promotion and booth design that resulted in 3x the leads over the previous year.

Over time, our knowledge base and partnership has grown to benefit Nanophase’s other lines of business.

Nanophase  | A Launch Team Success Story

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