AWARDS 2012 CASE STUDY: Category 3: Lift-off for NeutrinoBI by Big Leap Marketing
NeutrinoBI is an ambitious start-up company with a unique business intelligence software product that was ready to launch at the end of 2011.
While launching into the UK, the strategy is to extend into EMEA, US and other markets within an aggressive three‐year timeframe. Therefore, the ‘Lift‐Off’ launch needed to blast NeutrinoBI into, and beyond, the UK BI market.
With limited resources (three marketers), a modest budget (£145,000), and no existing customers to reference, the marketing strategy was designed to enable the company to ‘punch above its weight’ to raise awareness with BI decision makers, influencers and potential investors on a level playing field with mega‐vendors such as SAP, IBM and Oracle.
The UK ‘Lift‐Off’ strategy was devised around a rolling series of events, culminating in the London-based Gartner BI Summit – the premier event on the European BI Calendar. Despite only holding ‘silver sponsorship’, other vendors and the Gartner events team dubbed it the ‘NeutrinoBI show’. As a result of the live-event marketing campaign, the company is ‘on the map’ as a Gartner Cool Vendor, and actively engaged in the selling process with 36 different Fortune 500 customers.