Case Study: Imanami 

Imanami_logo_Bay_Area_Inbound

November 1, 2022 Netwrix, a cybersecurity vendor that makes data security easy, today announced the acquisition of Imanami, a software vendor that helps IT teams easily and accurately manage their Active Directory and Azure AD users and groups. This acquisition deepens Netwrix expertise in AD and data security and expands its ability to help customers protect their IT environments and respond to cyber threats. Terms of the transaction were not disclosed.

Imanami created four products that enhanced MS Active Directory Group Management. They already had good website traffic and an extensive blog about their technology when they hired BAI. What they needed were more warm-targeted leads in order to increase sales.  BAI enabled them to quadruple their revenue in the first six months, going from 390 customers to 1600. 

Methodology:

  1. Research, messaging, positioning for IT Manager personas
  2. Go-to-Market Strategy
  3. Content strategy and educational offers
    1. Free marketing offers: "IT Managers Kit" with an ROI Justification in the form of an existing Osterman Research Report, Imanami's Top Ten Blog Articles, and Top Ten How to Videos. 
    2. "Jump Start Weekly Webinar Series" live demo so customers and prospects can ask questions.
    3. Hired and managed Gartner relationship to place Imanami on the Identity Management Magic Quadrant and use as giveaway
    4. Managed Wiley to create "Active Directories Group Management for Dummies" downloadable eBook
    5. Created video of all four products and pain points they solve as top-of-the-funnel to get new prospects and to cross sell and upsell existing customers 
  4. Created drip email campaigns to lead-nurture new leads
  5. Blasted leads for our French Value Added Reseller to help raise awareness of Imanami's solution and resources
  6. Rolled Hubspot to v.3 and managed integration of Microsoft CRM database with Hubspot Inbound Marketing Software to create closed-loop marketing analytics
  7. Used Smart Lists to segment and create Very Important Top Officer (VITO) email blasts to targeted accounts that set appointments for Sales
  8. Managed graphic artist, Microsoft Dynamic Consultant, Microsoft level three engineer, Linton third-party API Manufacturer and  contractors

Rick Probst, VP Sales and Marketing, at Imanami
"Laurie was exactly what we needed. The leads exceeded my wildest expectations! Thank you for your help." February, 2013