Recently we led a rebranding initiative for Integress, a management consulting and IT services firm founded in 1998. They specialize in helping mid-sized organizations overcome challenges in collecting, sanitizing, integrating, analyzing and leveraging accurate data to make smarter business decisions.

A shift in message to lead with business outcomes for the C-suite

The company, who is armed with extremely smart IT strategists and data scientists and data architects, did not have an edge on its competition because what they were doing—but just not saying—was that they are helping organizations monetize their data as strategic assets and profit centers—new revenue streams, competitive intelligence, increased profit, and sustainable customer value. This started to get the attention of prospects, first validated in a formal focus group of CxOs and CIOs. A new tagline, “The Data Monetization Company” was birthed.

A plan to use an epic piece of content to overcome preconceptions

The term “data monetization” was first associated almost exclusively with selling and trading data to attract and enrich partner relationships. Recent innovations like master data management, modern BI tools, and advanced analytics, provided organizations with new ways to monetize their enterprise data as noted above. Industry analysts have started to tout the full value of data monetization, but the market is lagging in their grasp of the concept. A white paper titled, “Enabling Data Monetization: A Playbook for Handling Common Challenges,” was produced to discuss the leading challenges and offer tips to better prepare for successful projects. This educational content is helping Integress:

• Support the sales process without a “hard sell”
• Accommodate today’s B2B buyer behaviors
• Demonstrate relevance and thought-leadership
• Establish trust and credibility with sales targets
• Repurpose the asset for demand gen/web
• Reinforce their brand and feed its awareness engine
• Build targeted database, audience, and pipeline
• Confidently speak at conferences and roundtables

From the rebranding initiative, TME deployed a new website and demand gen roadmap. Today, TME manages Integress’ marketing program.

Integress: The Data Monetization Company