A large Fortune 50 company grew via acquisition and organic growth but focused more on lead generation versus demand generation. As a result, the global marketing lead was tasked with remedying a diluted corporate brand stemming from distinct promotional campaigns and brand messages per solution, region, and channel.
The team came to the CCI team looking to reverse the commoditization trend and eliminate the “sea of sameness” in their messaging while ensuring a strong global brand.
Cloud Consultings Perspective
Cloud Consultings’ experts understood the distinction between both lead and demand generation as well as how the two overlap. The challenge the marketing team faced was their internal team’s understanding of their audience per region, which the marketing lead generation teams used to rationalize distinct messaging per region. There was no “one size fits all” approach, and the company’s brand recognition was eroding.