New Product Development and Promotions
Tobin Int'lMarketsUpstream, Midstream ProductsMap Data, Well Data, Land Management Software, GIS applications |
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Situation
Tobin International was a provider of map data, GIS and land management software for upstream and midstream oil and gas with $40 million annual revenues. With a 75-year history in oil and gas and proprietary geospatial data, Tobin enjoyed a trusted name. However, it was at risk of being left behind in a rapidly digitizing market. The company needed to redefine how it was perceived, modernize its product offering and reposition itself for future growth.
Today, Tobin is a part of IFS Energy & Resources
Catalyst for Change
Tobin’s leadership recognized that the company’s legacy alone would not sustain growth. The competitive landscape was shifting toward integrated, online software-driven platforms. Tobin’s identity was rooted in mapping, but buyers were looking for decision support and business information. Internally, the company lacked a structured process for developing and launching new products. Although Tobin had valuable assets, it needed a clear strategy to understand, create and communicate that value to the market.
Action
Nrg-Mktg was brought in to reframe and relaunch Tobin’s offering and worked across leadership, product management and sales to deliver the following:
- Identified Tobin’s most promising opportunities based on market and competitive analysis across oil and gas, utilities and pipeline sectors.
- Created a repeatable product development process and structured the next-generation platform, Tobin InSight. This new product line combined GIS, map data, well data, business data and decision support applications
- Built the InSight brand, including visual identity, messaging and sales tools.
- Developed a full go-to-market plan with advertising, pricing and campaigns
- Collaborated with strategic partners to expand reach through co-branded programs and integration deals
Value Delivered
Tobin InSight didn’t just update a product. It reframed the company’s role in the market.
Customers and investors began to see Tobin not as a mapping vendor but as a provider of digital geo-business information. The clarity and credibility of the new platform generated strategic interest from potential acquirers. Tobin was ultimately acquired by Petroleum Place, with the InSight product launch widely credited as a driving factor in the transaction.
How Nrg-Mktg Made the Difference
Commercial executives facing pressure to generate revenue during times of change need more than creative support. They need market understanding and structure with focus to deliver results. Tobin’s story shows how Nrg-Mktg helps leaders tackle complicated market challenges in new situations and turn them into forward motion. By creating clear understanding of the market situation, product strategy, value propositions, promotions and launching quickly, Nrg-Mktg delivers more than marketing...It delivers alignment and commercial impact, fast.