Marketing reboot takes GT Software from legacy to leading edge
Mainframes may be perceived by many as old technology, but they still power everything from banks to airlines to power plants. But today, these computing workhorses must interact with newer technology, such as web and mobile apps.
Which is where GT Software comes in: delivering a suite of software tools that integrate mainframes with modern software development frameworks in a fraction of the time and cost usually required.
It’s a compelling value proposition, but with the company’s messaging focused only on the technical buyer, one that wasn’t being effectively communicated. And GT Software’s generic, dated website wasn’t generating much in the way of leads either.
That’s when GT Software turned to Arketi for a marketing reboot…
Eager to align their web presence with their message, GT Software engaged Arketi to create a new message platform to better position GT Software’s products and services, refine their visual identity and branding and build a mobile responsive and engaging website that simplified the user experience.
We proposed a three-fold strategic approach. First, develop a fresh, compelling message platform that communicates the unique value GT Software has to offer, and would serve as a jumping-off point for new web content. Second, update the company’s logo and visual identity to create a crisp new look. Third, leverage the new message and branding in a streamlined website with interactive content that would drive visitors to engage and convert.
HOW WE DID IT
The Arketi team started by researching GT Software’s market and validating the target audience: primarily software development professionals. From there, we worked on retooling the company’s messaging to clarify and update its positioning and value proposition, leading to a more direct, benefit-based message platform that also targeted c-suite executives.
Along with the new messaging, Arketi recreated the existing website. After interacting with the existing site, we decided to modernize and rearchitect it to make it easier for visitors to find the specific solutions they were searching for and more easily communicate products and services.
To provide rich content for the site and for sales efforts, we created three new snappy videos that explain the company’s products and their benefits using a combination of live action, animation and real-world imagery – their content and tone reflect the re-energized GT Software brand. The videos are also used by sales people as a quick introduction of GT Software to potential clients. The combination of an updated message, engaging new website and powerful videos completed the brand refresh.
MAINTAINING THE MOMENTUM
With these fundamentals in place, Arketi moved on to help GT Software expand its market reach through an interactive savings estimator, robust lead generation activities and ongoing PR outreach.
ROI Calculator: The biggest hindrance to GT Software’s sales process was the belief that mainframes were too expensive to maintain, and that cloud was cheaper. To combat this challenge, we developed an interactive savings estimator to show how GT Software’s mainframe solutions brought time and cost savings to organizations.
Lead Generation: As there are a finite number of large organizations still operating on mainframes, we used this as an opportunity to roll out account-based marketing strategies for new prospects while relying on traditional lead nurturing and retargeting strategies to keep prospects top of mind.
Thought Leadership: The mainframe market may be relatively small, but it's hugely significant for business – and it still needs thought leaders. We helped GT Software secure placements in various app development, mainframe and IT management publications. Additionally, we also promoted thought leadership through podcast interview and a mainframe webinar series.
THE RESULTS WE ACHIEVED
Within months, GT Software’s new marketing started paying off. In the 90 days following the site launch, site traffic increased by 92%, and website form completions jumped 56%. The company also noted the quality of leads coming from the site improved significantly. Within the first six months, GT Software projected a three-fold increase in revenue for one of its core products, attributable to web leads. Comments from the sales team and customers were overwhelmingly positive, especially regarding the website and videos.
Arketi continues to work with GT Software on its PR and marketing using the well-positioned story, rebranding and new website to move GT Software forward.