Creating the Lumesis Brand, Then Running Its Marketing

Lumesis sold DIVER, an AI-driven software platform for fixed income and municipal finance. The company was known only through its product. It had no logo or mark of its own, DIVER's logo was dated, and DIVER's modules could be licensed separately by banks and financial services firms.

Lumesis needed a brand that held the modules together as one family, and a marketing team to put it in front of financial services buyers.

HEEDGROUP became the Lumesis marketing team. We created the Lumesis umbrella brand, refreshed the DIVER logo, and kept DIVER's modules together as one family. We rebuilt Lumesis.com on the new brand and set the standards for everything that went outside the firm, from one-pagers to booth banners.

Marketing programs
We ran self-run webinars with registration and reporting inside HubSpot, quarterly newsletters, monthly data reports, articles and book chapter support, and campaigns for business development and client services. We planned the company's presence at fixed income and public finance conferences and worked with the executive team on thought leadership.

HubSpot as one system
We set up HubSpot as the single database for sales, client services, marketing and finance, then led a clean-up of its contact and deal properties so each team could pull lists with confidence. We built reporting that showed business development and client services which contacts were engaging, and at what lifecycle stage.

Sales team training
We wrote the Lumesis HubSpot user guide and trained the sales team to run a seven-stage deal pipeline, create contacts and deals, track email, log tasks and set notifications, so the pipeline data could feed the company's forecast.