Corporate Ink's unique combination of strategic thinking and thoughtful execution ensures that we're consistently positioned as the leader, giving us major advantage over our competition.
Jim Lawton
vice president and general manager
Open Ratings, a D&B com
Turning Customers Into Champions
Netcordia's network management software is the lifeblood for more than 300 companies – an awe-inspiring number for any young company. Netcordia's software pinpoints any change made anywhere on the network, flagging potential issues before they become fire drills. It also plays an important role in compliance.
Challenge
How do you get your customers to praise you, loudly and publicly? And, at the same time, accelerate a shift from an affordable "tool" to a higher-end enterprise play?
Differentiating from the crowd is always tough in technology, with hard-to-define categories buffeted by niche products that all use the same language. Our mission: To make Netcordia a "must-have" solution heading into a downturn, and own the essential spending for IT priorities, when budgets are slashed.
Strategy & Tactics
The start – tapping into the collective psyche of Netcordia customers: Unsung heroes responsible for keeping the network in top form, and live with the constant pressure of potential failure.
We listened to them. We pitched the stories they wanted to tell, and drove coverage that raised their value within their organization. In exchange, they delivered the ultimate quotes – and endorsements – about how Netcordia saves them, every day.
Results
The sale team got instant collateral, and we continue to strengthen the connection between marketing and sales.
To help fill the pipeline, we share every customer love-fest with top industry analysts, who now short-list Netcordia as a company to consider.
The ultimate ROI is word-of-mouth: Customers are actively recommending Netcordia to their peers. Heroes love company, too.