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Case Studies

Launch a community of HPC users on behalf of market research firm Intersect360 Research, to act as an internal survey resource. Develop messaging to entice prospective members to join, brand the community with a similar look and feel to Intersect360 Research, build a website rich with back-end tools for qualifying and managing members, recruit new members, handle advertising and PR, create, promote, and manage member services (webinars, eNewsletters, events, LinkedIn group, etc.).

Deliverables and Results:
  • Attracted 325 highly targeted applicants over 3.5 years, on a limited budget.

  • Provided tools for Intersect360 staff to be able to easily store, dissect, and analyze information on members.

  • Created a valuable property for Intersect360 to sell vendor and/or media sponsorships against (currently in discussion).

“So much of business today comes down to relationships, particularly in specialized industries. The supercomputing market is about as specialized as it gets, and maintaining our role as forward-thinking industry leaders is critical to our boutique firm. We’re fortunate to have Lara to help. Lara has a particular skill and passion for community-building, and she navigates the idiosyncrasies of our market with the expertise of a skilled pilot, delivering value to the community as a whole as she helps us build our brand.”
— Addison Snell, CEO, Intersect360 Research

Launch an Open Source community site for time-series database maker Kx Systems, in order to attract a younger audience. Research market need and perception, develop messaging and branding independent of Kx, and create website content and functionality that encourages community involvement. Create monthly eNewsletter, social media plan and graphics, and periodic advertising campaigns. Develop plan for broader marketing, including launch of Meetup groups and Hackathons.

Deliverables and Results:
  • Creation of an active community that converses over social media and meets in over 60 Meetup groups worldwide.

  • Program deemed so successful in just the first nine months that Kx Systems took what they had always ever intended to outsource as a “special project” back in-house and integrated it into day-to-day corporate operations.

  • User engagement in the US so high that Dublin-based Kx is hosting its first User Conference in New York. Xand Marketing is currently planning, coordinating, and promoting the four-day event.

“We would like to thank you so much for your work thus far. I can’t tell you what an earthquake our news caused last night at the user group meeting, which had almost 170 people. The group included many senior Wall Street types, but even better, many younger developers. There was definitely electricity in the air. And it was really powerful to be able to walk around in the party afterwards and share the site on my phone, and get people excited about contributing blog posts. Kim, Lara, and their entire team did a terrific job getting this done in a really short time frame and we appreciate it!”
— Abby Gruen, Chief Marketing Officer, Kx Systems

Handle PR and social media marketing on a monthly retainer basis. Assist with rebranding via consulting on messaging and positioning and creating new assets (banner ads, signage, e-mail blasts, social media graphics) based on new brand elements. Update social media accounts with new branding and train key staff in updating their LinkedIn presence and becoming more active in social media. Create content (technical white papers, blogs, articles for media) and assist with trade show presence.

Deliverables and Results:
  • Repurposed technical content into business-case blogs with a more casual tone to support Numascale’s repositioning as a solutions-oriented appliance vendor rather than a feeds-and-speeds hardware vendor.

  • Placement of meaty original articles in two key industry publications that have never covered Numascale within first two months of retainer contract.

  • Social media followers continue to grow at 150% per month and impressions/interactions remain well above industry average.

“Numascale required professional assistance for the launch of a new product series and found Xand. Their mix of professionalism, excellent quality work, and diligent follow-through made our launch a success and the process a walk in the park. With Lara’s huge network of the right contacts, her tenacity and direct involvement, combined with a great personality, you have my strong recommendation for the services of Xand!”
— Jon Snilsberg, (ex) VP Sales and Marketing, Numascale

Functioned as Outsourced Marketing Director, handling messaging and positioning, market research, communications (newsletters and blogs), advertising, PR, social media, events (lunch & learns, customer appreciation events, and trade shows), and partner marketing. Oversaw the launch of two new business units / spin-offs.

Deliverables and Results:
  • Grew trade show lead generation annually between 50–150%, with an average of 50–60% looking to purchase within the next 12 months.

  • Developed at-show partner marketing initiatives that funded up to 30% of trade show budget.

  • Made industry connections that lead to new technology partners and potential internal hires.

  • After three years, CEO gave Lara budget responsibility as Outsourced Marketing Director and had his entire sales team reporting to her (Lara was #3 on the corporate org chart).

“Lara is consistent, very well organized, and extremely professional regardless of stress or dysfunctional circumstances. She and her entire team remain focused and dedicated even during the most chaotic of marketing projects.”
— JD Bridges, CEO, SICORP

Organize, host, and promote an annual large-scale party thrown “by the HPC community for the HPC community” on the eve of Supercomputing. Create a very strong and unique brand identity for the event each year. Fund the entire party (approx. budget $60K) via sponsorship fees.

Deliverables and Results:
  • Grew event from 250 attendees and three sponsors in 2008 to 1,000 attendees and 30 sponsors in 2015.

  • Established party as THE social event for the opening night of Supercomputing, with sponsors and attendees proactively seeking information to participate.

  • Produced extensive branded collateral each year, including a postcard invite, landing page, banner advertising, social media graphics, signage, goody bag graphics, PPT template, etc.

“Xand Marketing does an amazing job each year with the BeoBash. I can’t believe how the party has grown in just a few of years into something that everyone looks forward to and anticipates. Our sponsors love the opportunity to reach this highly technical segment of the market who don’t respond well to traditional marketing efforts.”
— Charles Wuischpard, (ex) CEO of Penguin Computing, then primary sponsor of the Beowulf Bash

Create and launch first ever channel partner program for global company. Research and document needs and goals of sales leads and support staff in North America, EMEA, and Asia Pacific, and create comprehensive Channel Partner Marketing Plan. Act as Outsourced Partner Marketing Director to implement the plan in phases, including handling ongoing communications (newsletters), co-marketing with OEM and reseller partners, and supporting OEM sales leads.

Deliverables and Results:
  • Strategic Channel Partner Marketing Plan is now a guide to the next two years of channel marketing, including messaging, communications, partner co-marketing, partner incentives, partner toolkit ideas (ie, “roadshow in a box”), and establishing a tiered partner structure.

  • Just six months later, grew program to the point where it was necessary to prepare co-marketing plans with 12 partners for Supercomuting 2015, securing five speaking slots, booth signage in 12 booths, joint social media, and customer demos.

  • Created and executed co-marketing plans with two select partners as test cases; as a result, are currently preparing to create co-marketing plans for two additional partners as well as two OEMs.