Fulcrum Biometrics
Fractional CMO Service
With Our Fractional CMO Service, Fulcrum Biometrics Achieved
project background
Fulcrum Biometrics is the Biometric Division of Fujitsu Frontech North America. They specialize in identity and access management solutions ranging across live scan fingerprinting to iris and facial scans to palm vein tech. After Robot helped establish a more cohesive brand and website design, Fulcrum needed fractional CMO services to strengthen their strategic marketing for global messaging consistency.
the challenge
Broaden awareness of the scope of Fulcrum’s solutions in new industries and strengthen the brand globally by:
- Aligning website, social and marketing messaging to show the full breadth of the brand’s offerings
- Building a wider narrative for Fulcrum’s capabilities of using biometrics in HR and background checks
- Establishing branded materials for sales team use across social media and trade shows
our approach
Company brand & audience definition
Understand brand offerings and target markets based on use cases.
Strategic marketing research
Competitive analysis for key products to determine messaging and positioning.
Social and promotional calendars
Build a holistic marketing calendar to align efforts across digital and In-person tactics.
CRM management
Improve structure of the teams internal CRM system to improve direct outreach and marketing campaigns.
fractional cmo services provided
Business & Social Strategy
Laying the foundation for the marketing and communications programs to help meet business goals.
Laying the foundation for the marketing and communications programs to help meet business goals.
Marketing Team Mentorship
Supporting the existing marketing team with widening solution offerings and improving content and graphics on web and print promotional materials.
Supporting the existing marketing team with widening solution offerings and improving content and graphics on web and print promotional materials.
Search Engine Optimization
Optimize content on the company website to drive sales across different sectors, including a growing industry specialized in background checks and identity management.
Optimize content on the company website to drive sales across different sectors, including a growing industry specialized in background checks and identity management.
Content Strategy
Aligning content and related graphics for the company’s website, case studies and social posts and to accurately represent Fulcrum’s brand globally.
Aligning content and related graphics for the company’s website, case studies and social posts and to accurately represent Fulcrum’s brand globally.
Long-Term Strategic Guidance
Guidance for the executive team to build the brand’s narrative, related marketing collateral and messaging to showcase the full suite of products and solutions offered.
Guidance for the executive team to build the brand’s narrative, related marketing collateral and messaging to showcase the full suite of products and solutions offered.
Trade Show Guidance
Building a brand narrative and related marketing collateral for trade shows to better demonstrate Fulcrum’s full suite of products, services and capabilities.
Building a brand narrative and related marketing collateral for trade shows to better demonstrate Fulcrum’s full suite of products, services and capabilities.
“Robot Creative helped us develop a new high level marketing plan that coordinated our global marketing efforts with our specific business goals.”
outcomes from using fractional CMO services
- More effective social targeting and conversions – Launch of partner program and employee engagement program resulted in skyrocketing Impressions from zero to more than 17,000+, 600+ reactions and 1,000+ new followers.
- Improved SEO metrics – The website saw more than 1,000 new website visitors and 2,780 page views over a 10-month period.
- Enhanced customer data and CRM usage – Sales programs were streamlined to increase CRM system use for lead generation, sales and generating targeted email campaigns.
- Stronger brand alignment and relationships – Newly branded marketing materials established consistency between the company’s marketing and sales organizations, and strengthened relationships with strategic partners.
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