Pentamill
Defined Pentamill’s brand identity and positioned CYCLONE CNC by pinpointing target markets, creating tailored content, and driving a strategic, multi-channel product launch.
Client
Pentamill
Service Provided
Product positionin, Launch strategy, Content marketing
The Goal:
Pentamill, a spin-off of HUPCORP, entered the CNC market with a disruptive desktop 5-axis CNC machine designed to democratize machining by combining high performance, compact size, and affordable pricing. The mission was to establish Pentamill as a credible brand and successfully introduce its first product, the CYCLONE, to diverse segments such as education, prototyping, fab labs, and small series production, addressing industrial needs previously underserved by conventional machines.
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The Challenge:
Pentamill started with an innovative product but lacked a clear market fit, brand identity, and target audience definition. The product was developed without an identified customer need, leaving the company without a structured go-to-market approach. The challenge was to articulate the machine’s unique value, identify applicable customer segments, and create a coherent marketing strategy to generate awareness and leads.
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The Result:
I led the full positioning and launch strategy for Pentamill and the CYCLONE, collaborating closely with R&D to translate technical features into concrete customer benefits, such as space savings and usability. I identified multiple target markets and tailored messaging accordingly. Operationally, I produced extensive marketing collateral including eight modular product sheets, three offer packages, five demo and tutorial videos, and consistent content across Instagram and LinkedIn. I executed a multichannel campaign strategy involving digital ads, brochures, and live demonstrations at two trade shows, generating 30 qualified leads. Additionally, I managed PR efforts, conducted internal sales team training, and introduced a shared CRM to unify reporting and optimize media relations, securing dedicated press coverage.
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