For the past decade, Crosslink focused on the research and development phase of its technology. The company had not talked publicly about its products. Crosslink’s new CEO tasked Morningstar Communications with generating targeted, pre-qualified sales leads while positioning their new product, Crosslink EMPAC, to a select, narrow audience.

 

With a focus on creating a system to track sales leads and complement offline customer touch points, we developed an online marketing strategy that included redesigning the Web site and distributing regular email updates. On the Web site, we created a section of premier content only accessible through online registration. Immediately after its launch in early 2007, Crosslink received desired sales leads through online requests for direct, personal outreach. These requests continue to stream in, generating leads and building our opt-in distribution list for email updates.