Rebranding Performive in 100 Days

Posted by Maggie Gallagher on Wed, Jun 23, 2021 @ 11:58 AM
  • Performive is a hyperconverged VMware-centric multi-cloud provider
  • Their two-person marketing team launched a complex rebrand in just 100 days

About Performive 

Performive specializes in providing mid-sized companies enterprise-grade solutions scaled and priced right. In over 20 global locations, Performive delivers secure, hyperconverged solutions with world-class support and on-demand engineering assistance.


Performive’s Marketing Success

Prior to the spring of 2020, Performive had never invested in a marketing team. Today, the Performive Marketing team is comprised of Danielle Walter, VP of Marketing, and Nicolette Downs, Marketing Manager. 

In 2020, the team of two launched a new brand fully supported with over 70 pieces of enablement, deployed a new website, redeveloped the product portfolio, trained employees on messaging and culture, built a demand generation program, and executed a hybrid, all-employee Kick-Off Event. 

Danielle and Nicolette executed a full rebrand in 100 days by writing, designing, and engineering all brand assets available at launch. The team re-envisioned 'Total Server Solutions' culture and values into the new, embraced brand without ever meeting each other in person before the launch! 

The rebrand project resulted in a new name (Performive), logo, messaging, brand look and feel, product offerings, website, integrated tracking, Marketing CRM implementation, and 50 pieces of customer-facing collateral. The sales, channel, and internal teams were also armed with messaging training, battle cards, and over 100 slides of presentations with scripting. 

Carrying out a complete rebrand (name, messaging, website, internal training/enablement, and all external-facing branded material) in just 100 days is an ambitious timeline by most standards. To do so with only two full-time marketing team members requires a team that works seamlessly together with agility and dedication. For perspective, recent rebrands in the industry of a similar size and scope were tackled with teams of 5-12, with a large agency involvement, over timelines upwards of 6 months. The tight timeline and small team contrasted with the stunning and cohesive end result speaks to Performive Marketing Team’s success.

Performive is devoted to improving the impact IT Professionals can make in their organizations through informative content, time-saving services, and improved products. In recent news, they continued to expand the content on their website as well as launched a blog with weekly posts. The team also launched new demand gen programs, achieving a 300% increase in leads. At only the end of April 2021, they have filled the funnel 3.1X (opportunity dollars) of their YEARLY quota (won dollars).

Performive won the Silver Stevie Award for Marketing Organization / Professional Categories - Marketing Department of the Year and the Bronze Stevie Award for Marketing Campaign Categories - Specialty - Re-Branding / Brand Renovation of the Year in The 2021 American Business Awards®.

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Topics: American business awards