Fractional Marketing for Photonics Company 

How Launch Team drove brand awareness, customer engagement, and lead generation in the U.S. photonics market with cross-channel marketing. 

The Challenge

As the photonics industry continues to evolve, VPIphotonics, a leader in end-to-end photonics design simulation software, needed to increase awareness of its simulation and design solutions in the US market among key research and technical markets, such as photonic integrated circuits (PICs) and data center communications.

 
  • Many marketing responsibilities falling to the U.S. Business Manager
  • Lack of alignment between marketing campaigns and broader corporate objectives established by the company's headquarters in Germany
  • Need to increase high-quality inbound leads in the U.S.
  • Simultaneous product launches, events, and target audiences to engage
  • Limited alignment between sales, marketing, and development teams

Launch Team became their U.S. fractional marketing partner to accelerate brand visibility,  increase customer engagement and high-quality leads in the U.S., and align sales and marketing strategies, creating a scalable marketing approach to support sales efforts across the photonics ecosystem.

Explore our capabilities for B2B photonics companies

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COMPANY
VPIphotonics, Inc. helps engineers accelerate integrated photonics, quantum communications, FSO, data center interconnects, optical transport networks, and other deep tech innovations with advanced end-to-end photonic simulation software. Its integrated tools span devices, photonic circuits, fiber optics, and optical communication systems.

INDUSTRY
Technology - Photonics Simulation Software

KEY TACTICS
Social media strategy, email marketing, product launch, trade show promotion, website strategy

Results & Outcomes

Within 2 ½ years, Launch Team helped increase social followers and email engagement with a consistent, multi-channel strategy designed to engage technical audiences in the US market. This led to a year-over-year 56% increase in LinkedIn followers, a 52% increase in email click rate, and a 290% increase in total revenue.
290% ⬆ 
in Total Revenue

How We Did It

Launch Team became an extension of the VPIphotonics team, providing fractional CMO support and hands-on execution across multiple marketing initiatives. Through an integrated approach that combined content, digital marketing, events, and sales support, Launch Team helped create a consistent customer experience at every touch point. 
Increased Brand Awareness & Sales in the U.S.

Using a cross-channel, account-based marketing strategy, the team strengthened customer engagement, increased inbound leads, and helped the company meet U.S. business objectives.

  • Reached US revenue and lead targets including increased enterprise sales
  • Increased followers/subscribers on social channels, including 56% increase in LinkedIn followers year-over-year
  • Grew newsletter subscribers and email engagement, including +52% increase in email click rate in one year.
  • Maintained consistent YouTube engagement with +17k views in one year.
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Streamlined Go-to-Market & Trade Show Strategy

Based on marketing and sales goals, the team optimized product launch and event marketing using technical content, social media, email, design, web strategy, and market positioning. This resulted in aligned sales and marketing efforts that drove inbound leads. 

  • Go-to-market product launch campaigns
  • Cohesive market-based campaigns across channels (Email, LinkedIn, YouTube, Reddit, etc.)
  • Created technical video content, driving inbound demand
  • Increased trade show and event ROI through pre/post-event campaigns, booth and collateral design
  • Website and YouTube optimization through SEO/GEO recommendations

Qualified Leads

A metrology company facing little to no increase in high-quality leads.
Launch a lead generation campaign using growth marketing strategies that increased qualified leads 400% year-over-year.

Content Strategy

Unclear value proposition for photonics products/platforms across channels.
Optimizing B2B content marketing strategy and addressing the buyers’ pain points through social media, email, website, and long-form content pieces.

Standardized Tech Stack

CRM and sales tools not set up to support long sales cycles.
Standardizing marketing and sales automation tech stack and training staff to implement it into their daily workday.

Go-to-market Strategy

An optics company needing to enter the semiconductor market.
Creating and executing an account-based marketing (ABM) plan, including a complete go-to-market strategy.
"The Launch Team became an integral extension of our marketing department. Their pre-sales marketing support helped us reach new customers and grow revenue, building the momentum that led to a successful exit to a publicly traded company. I’d recommend them to any B2B technology company looking to scale."


 Chris Maloney, President, VPIphotonics, Inc.
Rochester, NY 

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