product and services marketing
Marketing results in offering products and services to satisfy customer needs, while making the companies that offer those products and services profitable. Companies must attract and retain customers by establishing trust and credibility and promoting long-term relationships.
Lexicon Systems fill client resource gaps and helps to carry out product and services marketing strategies and plans while considering client business strategies, objectives and culture.
We tackle assignments like:
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writing objective white papers |
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making “third party expert” presentations to target audiences |
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evaluating and developing product marketing strategies |
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assessing new products and services prior to launch |
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developing marketing collateral |
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developing Web content |
expert white papers
Lexicon Systems white papers help clients to gain market “mind share.” Our clients often use the white papers in tandem with a Web Seminar and expert presentation. Sales forces and customers alike rely on the papers for an independent, objective, third party view of critical business issues and potential solutions.
software product management
Vendors with small software applications and a limited customer base often employ ad hoc product management methods. Vendors with more complex and enterprise software application suites require vision and a disciplined product management approach to take a product from an idea to the market.
Lexicon applies its unique skill sets to assist clients with product management, from market assessment to business requirements analysis to software module design and testing.
branding and marketing communications
First impressions count. Before considering a product or service, most people conduct Web research. This is especially true in high-tech industries, where Web sites must be compelling, fit the company's culture and communicate a clear message. They must give the visitor a reason to return and contact the company.
Marketing communications convey the company’s brand and message. Electronic and printed materials must quickly grab the reader’s attention and provide solid content. Otherwise, the reader will move on in a few seconds.
Lexicon helps companies to strengthen their brand and market message. We develop marketing communications plans and marketing collateral to support strategic marketing. We assess marketing communications and recommend changes to increase exposure in the marketplace. Our process considers the company’s objectives, its culture and the intended market message.
case studies
executive white paper, enterprise EHS software vendor
A U.S. software vendor planned to launch a new software module. Lexicon Systems researched and wrote a white paper and presented it during a Webinar as part of the product launch.
executive white paper, EHS software vendor
A European software vendor had key U.S. customers and wanted to increase its presence in the U.S. market. They hired Lexicon Systems to research, write and present an executive white paper at its first U.S. user group meeting.
executive white papers, EHS software vendor
A start-up U.S. software company needed to establish its credibility. Lexicon Systems wrote two executive white papers to help the company’s marketing efforts.
software product management, start-up EHS software vendor
Lexicon helped a mid-sized EHS software vendor to enhance its software to meet growing market needs. We gathered business requirements and developed design documents for new software modules, working closely with the software development group.
software assessment, global enterprise EHS software vendor
Lexicon Systems evaluated compliance software for a leading EHS software vendor. Our evaluation considered the software product's market position, features and functionality, and usability. We recommended software improvements and followed with a white paper.
software product management, start-up EHS software vendor
A start-up EHS software company had a resource gap. Lexicon acted as product manager, identifying business needs and developing software module specifications. This allowed the vendor to meet commitments to bring new modules to market.
software product management, global database software vendor
As director of product management, Lexicon’s founder helped to propel Oracle's EHS applications from consulting work products to commercial software products. Deliverables included regular release schedules, product pricing, documentation, marketing collateral and training materials. Perhaps the most critical role was liaison among stakeholders–development, sales and consulting staffs; industry applications and energy marketing groups; and software end-users.
marketing communications, SEO company
Lexicon helped a leading Search Engine Marketing firm to update its Search Engine Optimization (SEO) packages. We interviewed company staff, designed a new "look and feel" and upgraded the marketing collateral content for over a dozen service offerings.
marketing communications, global database company
Our staff prepared first-generation marketing collateral for two commercial enterprise EHS software applications. This collateral helped transform the software from consulting work products to commercial products. It was extremely valuable when the business was offered for sale.
marketing communications, EHS technology firm
Our founder was a lead author of an EHS management information systems (EMIS) guide. This comprehensive, informative document helped EHS managers to better understand various aspects of the EMIS life cycle.