Establishing Cox2M’s Presence in the Industrial Market

Cox2M, the commercial IoT arm of Cox Communications, sought to penetrate the industrial market with a new product, GearTrack. With their LotVision solution already established, Marsden Marketing was challenged with establishing a strong brand identity for GearTrack in a new market, generating awareness, and maintaining continuity within the existing brand family.

Marsden Marketing began by conducting in-depth market research to understand the industrial landscape, target accounts, and competitor positioning, providing a foundation for intelligent recommendations for brand development. Leveraging this research, Marsden proposed multiple creative approaches, leading to the development of the GearTrack name and logo. This process ensured that the new offering fit within the existing Cox2M brand, aligned with industry standards, and resonated with the target audience.

GearTrack was then seamlessly integrated into the Cox2M website with a strong focus on user experience. Animations and interactive content were implemented to help users easily understand the product’s benefits and functionalities. To empower the sales team, Marsden created 10 pieces of sales collateral, including slicks, battlecards, sequences, and decks. These resources were essential for educating the sales team and enabling them to effectively and consistently communicate the value of GearTrack.

The product launch was supported by a multi-channel marketing campaign, including a press release, social media campaign, and email. These efforts were designed to drive awareness among potential customers and industry stakeholders. An account-based targeted marketing strategy was also implemented using Terminus ads and email marketing.

To maximize visibility, the GearTrack launch was prominently featured at industry tradeshows. Event campaigns included geo-targeted ads and emails tailored to event attendees, driving foot traffic and interest.

The GearTrack launch successfully established a new brand within the Cox2M family, generated awareness, and positioned Cox2M as a key player in the industrial market. As the Head of Commercial noted, Marsden Marketing "handheld our team through a detailed market landscape assessment" and helped "rebuild our entire brand identity, go-to-market strategy and technology stack." This strategic program demonstrates the power of thoughtful market research, brand development, and targeted marketing efforts in achieving a successful product launch.