Background: Virtualization and the evolution of the data center had been hot topics for years when former client Trent Fitz asked FOLIO to develop a strategic marketing program for Nimboxx, a stealth company in the hyperconverged infrastructure (HCI) space. Investors were pouring millions of dollars into the space, driving billions of dollars in valuation and equally impressive levels of hype.
Strategy: FOLIO stepped in as Nimboxx’s virtual marketing team and immediately identified Gigaom’s Structure Launchpad event as a prime venue to debut the company’s innovative technology and go-to-market strategy, establishing Nimboxx executives as thought leaders with industry analysts and press. Nimboxx won the Launchpad People’s Choice Award, and never looked back.
Strategies included: developing a consistent corporate message framework; establishing relationships with top-tier analyst firms and participating in cyclical research projects; maintaining a consistent drumbeat of news announcements; proactive and reactive media campaigns around trending news and events; developing and placing thought leadership pieces in top tier industry publications; pursuing high-profile award and speaking opportunities; and developing compelling customer and partner success stories. Additional responsibilities included content development (datasheets, solution briefs, whitepapers, videos, blog, website, etc.), event management, social media, and coordination of third-party vendors.
Results: In less than a year, Nimboxx made it onto every analyst and media shortlist tracking the HCI market. Leading outlets including CRN, Gigaom, InfoWorld, Network Computing, Network World, TechRepublic, TechTarget, The Register, The Virtualization Review, and others covered the company (which averages more than 25 articles per year) leading to numerous awards including CRN Virtualization 50, Network Computing Top 10 Hyperconvergence Trendsetter, TechTarget Top 10 Data Storage Startups to Watch, CRN Top 10 Coolest Storage Startups, 2014 Virtualization Trailblazer Finalist, TechRepublic Top 5 Data Center Startup to Watch, CRN Top 10 Disruptor of the Year and CRN Emerging Vendor 2015. The company has also been featured in analyst reports by 451 Research, ESG, Forrester, IDC, Ovum, Storage Switzerland and Taneja Group, and was named a Gartner Cool Vendor 2015 and positioned as the most innovative Niche Player in Gartner’s Magic Quadrant for Integrated Systems. CEO and founder David Cauthron was also named chairman of the industry advisory board for the National Science Foundation’s Industry/University Cooperative Research Center for Cloud and Autonomic Computing (CAC), and has become a frequent speaker at leading industry events.