Brand overhaul, enterprise WordPress, and demand gen campaign services for an emerging cloud data management and computing leader
Xiotech Corporation / X-IO Storage was a provider of data management and high performance computing solutions to enterprise clients across a range of industries. The company’s intelligent storage element (ISE) storage solution helped transform the industry by accelerating the performance of transactional, computing, reporting, and business intelligence applications.
We went to work for them in go-fast mode, following a strategic funding round intended to quickly scale the company’s global growth curve. Our first six months on the job were a blur of ambitious, simultaneous B2B marketing and sales enablement projects:
- End-to-end corporate identity overhaul
- Strategic positioning & messaging development
- Corporate website redesign (enterprise WordPress)
- Thought leadership content series featuring the company’s technical leaders of Seagate’s Advanced Storage Architecture (ASA) group, which Xiotech had acquired
- Marketing campaign development
- Salesforce CRM and Eloqua campaign system integration
Working directly on a day-to-day basis with Xiotech’s CEO, CMO, and CTO, we had unfettered access to every resource we could ever need or want – from people, to budgets, to all the engineering and performance data behind the tech we were tasked with marketing.
Everything thing came down to the performance data. Mountains of credible third-party lab testing data demonstrating how much better Xiotech’s systems ran than, say, HP, EMC, or NetApp.
So when it came time to campaign, that’s what we went with.
As the company’s general traction in the industry increased, we worked with them to dive a level deeper into industry segment marketing. For example, major studios like DreamWorks had quietly adopted Xiotech’s technology because of how effectively (aka how much better) it processed the massive volumes of video content involved in the media business.
So we went after that – and not just for the Media & Entertainment sector – with customized industry email campaigns, microsites, and sales enablement tools for the company’s enterprise growth teams across a dozen specific industries deemed strategic to the company’s business.
With an increasing reputation for design excellence around the company, we were even asked to put forward ideas for Xiotech’s new storage blade bezel (the part you actually see when it’s sitting in a server rack in a data center).
Although industrial design isn’t really part of our core offering, the work really spoke for itself – great design’s always better than bad design, whether it’s in the digital world or the physical world.