BorlandIT Management & Governance Campaign2007 THE CHALLENGE Borland is a global leader in software delivery optimization—aligning people, processes and technology. They hired Karo to make businesses aware not only of the importance of good IT management, but also of the superiority of Borland’s software. At the same time, Karo would help Borland strengthen its relationship with customers by identifying specific requirements, then filling them. THE KARO SOLUTION We created a four-stage marketing process to raise awareness about Borland’s offering: a 7-minute marketing presentation (built with Flash) to introduce people to Borland and IT management; a software demo showcasing Borland’s IT Management and Governance tool that helps participants understand their organization’s strengths and weaknesses. Borland can use this tool to collect precise demographic information from customers and relay it to the appropriate sales force . Finally, we developed an online assessment tool that allowed customers to understand their company’s strengths and weaknesses, while at the same time functioning as a lead generation tool that allowed Borland to pinpoint customer needs. THE RESULT The marketing process not only resulted in thousands of new leads with detailed demographic and user process data, but strongly positioned Borland as an authority on IT Management and Governance. Borland sales personnel are able to gather and access customer data more quickly, helping them to provide the most practical solutions in less time. 
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