B2B Marketing Zone

Cameleon Software’s Success Breaking into a New Market

Cameleon Software’s Success Breaking into a New Market

Cameleon Software’s Success Breaking into a New Market

earth-cartoon-hi 400Ari Fefferman, marketing manager at BlueBird Strategies and Virginie Dupin, marketing director of Cameleon Software joined Jeffrey Linton, product and field marketing manager at Act-On Software to deliver a “Best Practices for Entering New Markets” webinar. If you missed this event, you can catch the recording of it here or read the short recap below.

Entering new markets is a challenge, no matter how seasoned or developed your business is. Cameleon Software faced this exact challenge when looking to expand to North America.  Cameleon is a 25-year-old European-born public company providing multichannel and multi-device solutions for product configuration, quotes and proposals (CPQ). A market leader in Europe, Cameleon searched for the right North American partners to support their messaging, understand the market, and generate quality leads that could be nurtured over time and converted into customers regularly.

Cameleon first partnered with demand generation agency BlueBird Strategies, who recommended Act-On as the best marketing automation tool to meet the requirements. Cameleon’s tactics included making use of Act-On’s reporting capabilities to determine a new targeting strategy. The team’s coordinated efforts paid off:  Cameleon saw a 39% lift in sales by the second year of the North American campaign.

The best practices and lessons learned in this webinar would be useful for any marketer planning to enter a new market, whether “new” is defined geographically or by some other factor. Want to learn more about Cameleon’s strategy and success? Download the case study here.

 Do you have a story to share about breaking into a new market?  We’d love to hear it.


Paige Musto is Director of Communications at Act-On Software. She brings over 12 years of experience in public relations, marketing and social media for high technology companies in the IT Security and SaaS industries. In this position she heads up all PR/AR and Social Media programs, driving the company’s brand and product awareness as well as leveraging social media to optimize lead generation. Prior to joining Act-On, Paige was Manager, Public Relations at NetSuite (NYSE: N) where she drove corporate, channel and partner PR and thought leadership programs, as well as established the company’s social media program. Paige has held various communication roles at companies including VeriSign (NASDAQ: VRSN), Check Point Software (NASDAQ: CHKP), and RSA, the security division of EMC (NYSE: EMC). Paige holds a Bachelor of Arts (BA) in Communication from the University of California at Davis and a Master of Business Administration (MBA) with an emphasis in Marketing Management from California State University-East Bay. In her spare time, Paige enjoys shopping, reading and watching sports—Go Niners!