Scaling Lead Management & Global Market Penetration for a High-Performance Computing Provider

The Challenge

Panasas needed to introduce its upgraded high-performance computing (HPC) storage solution to a niche market where only a few organizations actively seek new technology each year. The company faced the challenge of engaging the right decision-makers while ensuring their newly formed marketing team could effectively generate, nurture, and convert leads. Without a structured approach to lead management, persona targeting, and multi-channel campaigns, Panasas risked missing out on key sales opportunities. To fully capitalize on their competitive advantages and expand market reach, they required a data-driven marketing strategy and scalable lead generation framework to drive engagement and revenue growth.

The Solution

As Panasas sought to expand its market presence and generate demand for its upgraded high-performance computing (HPC) storage solution, the company explored various approaches, including in-house campaign execution and third-party media placements. However, they needed a partner with deep expertise in persona-driven marketing, global lead management, and multi-channel demand generation to effectively engage key decision-makers and drive qualified pipeline growth. After evaluating their options, Panasas selected The Pedowitz Group (TPG) due to our proven track record in revenue marketing transformation, lead lifecycle optimization, and campaign execution.

To address their challenges, TPG implemented a structured demand generation strategy, including:

• Persona Development & Buyer Journey Mapping – Identified key buyer personas and crafted targeted messaging to align with their pain points and decision-making process.
• Multi-Channel Digital Campaigns – Designed and deployed integrated marketing campaigns across email, paid media, and content marketing to increase engagement.
• Lead Management & Nurturing Framework – Established a structured lead scoring, routing, and follow-up process to ensure sales received high-intent prospects.
• Campaign Performance Optimization – Developed data-driven insights to refine targeting, messaging, and conversion strategies, improving overall marketing ROI.

Panasas launched its first large-scale marketing campaign with these solutions, driving unprecedented engagement and lead generation results.

“The Pedowitz Group helped us build a scalable demand generation engine, enabling us to engage the right buyers at the right time. Their expertise in persona development, multi-channel execution, and lead management empowered our team to execute high-impact campaigns that drove measurable results.”

— Jim Donovan, CMO, Panasas

The Results

By partnering with The Pedowitz Group, Panasas successfully launched its first large-scale marketing campaign, driving unprecedented engagement and pipeline growth:

• 260x increase in engagement with thought leadership assets in Marketo, expanding awareness among target decision-makers.
• 141 form fills from engaged prospects, including an immediate meeting request from a high-value account.
• 17% of leads were net-new, extending Panasas’ market reach beyond existing accounts.
• 105 additional form fills and inbound traffic from 200+ major companies in their target market.

With a data-driven marketing strategy and structured lead management framework, Panasas successfully positioned its upgraded HPC solution in a highly competitive market. The company now has a scalable campaign execution and lead nurturing process that continues to drive qualified demand and long-term revenue growth.