CASE STUDY: Strategic Research in B2B Markets

• The Client

This project was conducted for an international developer of business integration software that allows disparate organizations to share information in an efficient and secure way.

• The Objectives

Our client was interested in expanding its share of the U.S. government market for Enterprise Application Integration (EAI) software and services. Project objectives included:

1. Building an understanding of product and service requirements within U.S. government markets
2. Identifying the most effective channel marketing strategy for government markets
3. Leveraging existing sales relationships through the identification of the best potential Tier 2 channel partners

• The Process

Pan Atlantic SMS Group commenced this project with in-depth strategic market research to understand key industry trends, as well as the geographic density of both federal and state government customers.

Two promising trends within the $17 Billion EAI market supported the client's expansion plans:

1. The move to EAI software by both enterprise and government customers, in an effort to integrate existing computer systems and maximize existing IT assets
2. U.S. Government requirements for greater information sharing among agencies in the aftermath of September 11, 2001

Strategic interviews with government market experts evaluated the government customer's requirements for technology, security, implementation, purchasing and cost.

This research allowed Pan Atlantic SMS Group to develop an accurate profile of the target customer based on the client's product offering, a product positioning strategy and a channel marketing strategy. We concluded the market research phase of the project by identifying the most promising and well-established channel partners for target markets.

• The Outcome

Our client has established itself as a key player in the government EAI space, having secured significant implementation contracts, including a recent major contract with the State of Pennsylvania. Two new sales and support offices have been opened specifically to service the needs of this new market. Discussions regarding enhanced representation are also ongoing with two channel partners.

>>Learn more about our strategic research process