Centroid Case Study

case study

Centroid leverages differentiation and marketing agility to sustain growth during a global pandemic

After being told by Gartner analysts to “not expect any new clients” during the COVID-19 crisis, Centroid — a cloud services and technology company — needed to find new ways to fill their lead pipeline and sustain years of company growth.

Without meaningful differentiation or agile marketing tactics during a time of crisis, Centroid would have fallen victim to a dried-up pipeline, like many others during the economic downturn.

“As a technology company, it’s difficult to differentiate,” states Jim Brull, Managing Partner at Centroid. “Having a simple-yet-salient differentiation statement and being able to adjust marketing methods on the fly is essential for us.”

Months before the crisis, Outmark coined Centroid’s tagline, “simplifying the cloud,” to communicate the company’s differentiation in a crowded and cluttered category. And when business and technology leaders were suddenly forced to scramble to adopt cloud-based technologies and rapidly deploy work-from-home models, “simplifying the cloud” was the message they needed to hear.

Using the tagline as their rallying call, Centroid quickly pivoted away from event-driven marketing and conducted four webinars in April, 2020 — bringing in two new opportunities for the company.

“Outmark not only helped refine our messaging, they helped us define our company culture, and communicate it to our constituents in a way that drives the behavior we wanted,” states Brull. “We couldn’t be happier with the results.”

Outmark not only helped refine our messaging, they helped us define our company culture, and communicate it to our constituents in a way that drives the behavior we wanted. We couldn't be happier with the results.

Jim Brull, Managing Partner, Centroid
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