For many technology solution providers, the path to the customer goes through the channel. Systems integrators, resellers, and IT service providers work in partnership with vendors to outfit end customers with the products they need to run their businesses and will often manage those products for them as a value-added service.
For Voxus client WatchGuard Technologies, a leading cybersecurity company, the channel is all important. WatchGuard provides a full range of cybersecurity solutions, including firewalls, secure wi-fi, multi-factor authentication (MFA) and endpoint protection, along with a cloud-based unified security platform to provide integrated management and end-to-end visibility across its portfolio of products. The company has centered its business on the channel, and factors the needs of its partners into everything from technology and platform development, training, co-marketing and sales programs. In turn, those resellers and managed service providers (MSPs) provide comprehensive security for small, mid-market and enterprise customers around the world.
As with other segments of the technology industry, the channel has a number of dedicated media outlets, events and awards programs. With the right PR strategy, they can be extremely useful for raising awareness and building the brand for a company.
WatchGuard came to Voxus with the goal of positioning itself as the partner of choice for MSPs. For WatchGuard, it’s essential to demonstrate its understanding of the issues facing MSPs in the marketplace and the key trends in the broader cybersecurity landscape that MSPs should factor into their service offerings and delivery. In addition, WatchGuard wanted to highlight the contributions and accomplishments of its own channel-focused team members.
To achieve these objectives, Voxus developed a strategy that included targeted outreach to channel-focused media outlets, a thought leadership program centered on topically relevant contributed articles, and an awards program that sought to bring recognition to both the company and its team.
The campaign generated regular thought leadership placements for WatchGuard and its Threat Lab team as well as news coverage for new products and services in top-tier channel media, including CRN, ChannelE2E, MSP Insights, ChannelPro Network and others. It also garnered award recognition for WatchGuard’s SMEs at varying levels throughout the company (including CRN Channel Chiefs, CRN Rising Female Stars of the IT Channel, CRN 100 People You Don’t Know But Should, ChannelPro Readers Choice Awards).
Over the course of 12 months, the Channel Awareness Program for WatchGuard generated 110 pieces of earned media coverage in channel-focused media outlets. This included:
- 24 bylined articles by WatchGuard SMEs
- 36 pieces of award-related coverage, including wins in various categories for individuals across WatchGuard’s channel organization, senior leadership and the company as a whole.
- 18 pieces of coverage regarding company news (product and corporate)
- 6 subject matter expert (SME) quotes in breaking news stories
- 24 additional mentions of the company or its products
Voxus continues to drive more results for WatchGuard to support its channel strategy. If your company relies on the channel, don’t hesitate to reach out to see what Voxus can do for you.