This consulting engagement focused on a precision cryogenic system built for quantum computing researchers. The company needed to expand internationally while protecting its premium brand image. My role centred on positioning, messaging, and designing a sales motion that matched how scientists actually evaluate equipment.
Understanding the Decision Makers
Quantum research labs rely on trusted vendors and peer recommendations. Traditional advertising felt out of place, so I benchmarked successful B2B tech brands that win by educating rather than selling. Those insights anchored our proposals and gave leadership examples they could relate to.
Partnership Strategy
- Designed a co-branding framework where the client's system rides alongside established cryogenic station manufacturers.
- Mapped joint announcements, demo roadmaps, and shared customer success assets to create immediate credibility.
Content-Led Marketing
- Audited competitor content and found a gap in practical, lab-focused explainers.
- Proposed a series of technical deep dives, behind-the-scenes build videos, and troubleshooting guides hosted on YouTube and specialised forums.
- Built a measurement plan tracking engagement quality rather than vanity metrics, which reassured executives that brand equity would remain intact.
Stakeholder Management
The CEO initially feared that lower-production-value videos might harm the brand. I compiled case studies from adjacent industries (industrial robotics, semiconductor equipment) to show how authenticity can strengthen trust. The turnaround moment came when leadership saw how the approach could shorten sales cycles by answering questions before the first sales call.
Skills Demonstrated
- Market entry strategy and partner development.
- Stakeholder management and executive persuasion.
- Competitive analysis, positioning, and content strategy.