Introduction

From Brand to Demand

Quorum helps companies of all sizes across the global energy ecosystem connect people, data, workflows and systems to help energy workers achieve remarkable results. An established brand in North America, the company faced two challenges: integrating 6+ acquired brands to tell one cohesive brand story, globally and shifting from general awareness to building pipeline, by presenting the business case for digital transformation. As a partner since 2019, PAN was tasked with connecting and telling the story in a way that enterprise and SMB prospects saw value without compromise.

PAN integrated Quorum’s well-defined traditional go-to-market plan into an always-on digital strategy that addressed companies across the energy value chain, via:

• Messaging & Positioning: Built a cohesive messaging story that supported Quorum’s solutions across discrete types of operations, connecting the brand with larger business outcomes to move from software as an operational expense to a strategic investment.
• Product & Company Launches: PAN’s job was to shift the company to solutions, not to talk about the software, but to talk about outcomes, digital transformation, and modernization benefits.
• Demand Generation: As Quorum acquired companies, PAN supported with demand gen campaigns via multichannel strategy across organic, paid and earned channels. With a finite group of prospects, we got in front of the people making the decision. Partnering with Quorum, we focused first on measurement and the marketing tech stack ensuring channels and campaigns would roll up into the marketing attribution and ROI framework. Next, we shifted from episodic campaigns around products, features, and acquisitions to always-on.