Explore Cressblue

CRESSblue

Leadership → Marketing Strategy → Brand Strategy → Website & SEO → Sales Tools → Articles → Videos → Strategic Reporting

Commercial property management software that increases efficiency and profit

CRESS hired Mindspin to direct all marketing efforts for this funded startup. Mindspin functioned as a Chief Marketing Official and marketing department, collaborating with CRESS executives. This partnership enabled CRESS to achieve challenging marketing goals, gain market need insights by feeding leads to the sales team and gain market traction and investor interest in the most difficult stage of the company’s life.

What we did

Leadership and advisory
Marketing strategy and programming
Brand strategy and identity design
Sales process, presentation decks and literature development
Online marketing including advertising, SEO and social media
Web development including learning tools, videos and booking tools
Marketing analytics to track and respond to online marketing positioning

The mission

As a startup company in an industry dominated by popular, global giants, CRESSblue needed to squeeze out a space for itself. And it had to do so with zero legacy and a tiny fraction of the budget of the giants. So it was critical to employ Mindspin’s proprietary lead-generation strategy and target the right leads.

In such a technical industry, it was important for the brand to be human, and to clearly identify how it would impact client’s workflow. Mindspin brought the brand to life with clever headlines, digestible content and resources designed to make people think.

Our process

Mindspin developed the marketing strategy and program, first building out a visual identity including a logo family and naming system and key image assets. The logo’s triangle symbol ties together in a consistent narrative inspired to represent CRESSblue’s strength of logic, accuracy and reliability.

Mindspin designed and developed a website that showcased the product value and brand position, while establishing authority with elements like videos, whitepapers, FAQs, checklists, blog articles and more. A comprehensive, ongoing marketing program was deployed to build organic search, domain authority, brand awareness in the industry and the leads database.

To assist the sales team with responding to leads generated by the online marketing program, we designed a flexible sales process to convert leads into high-value clients. Next, we developed an adaptable sales deck system that targeted audience segments and provided literature to accompany calls and demos.

Metrics and results

Mindspin successfully positioned CRESSblue on par with or superior to some of the world’s leading brands. This was accomplished on a vastly smaller budget than these billion-dollar corporations, starting with zero momentum.