Shining a Light on the Channel

Shining a Light on the Channel

How Voxus raised the profile of a new channel chief and drove thought leadership

A New Channel Era

NetAlly is the leader in handheld network test for wired, wireless and edge security vulnerabilities. The company is 100% channel driven and works through partners and solution providers to meet market demand. In late 2024, the company hired Jeff McCullough to be their new VP of Sales overseeing the U.S. channel. With previous leadership experience at SolarWinds, NetApp and HP Inc, NetAlly wanted to amplify his hiring and position him as a thought leader in the network testing industry.

His Vision for Expansion

McCullough had a variety of initiatives he was working on internally, but two primary goals included (1) moving up market into the enterprise and (2) evangelizing a new cybersecurity vulnerability tester named CyberScope that had launched earlier in the year. The company wanted to use his joining NetAlly as a springboard to discuss the changing network and security testing landscape and the role channel plays in meeting customer needs.

Proactive, Multi-Faceted Media Campaign

For this project, Voxus took a three-pronged approach:

1. A new hire announcement designed to put a stake in the ground around the addition of McCullough (highlighting his extensive experience) and drive article coverage across channel press.
2. Create two thought-leadership articles, one focused on helping MSP understand the value of network test, the other focused on security vulnerability testing at the edge. And secure two podcast appearances.
3. Ensure McCullough was submitted for the CRN 2025 Channel Chiefs Award.

Precise Goals, Precise Metrics

This two-month project had very specific goals and metrics. With the new hire announcement, Voxus produced 8 original articles including a top tier feature in CRN, and additional articles in Channel Futures, Channel Vision Magazine, MSSP Alert, Channel Pro Network and others.

Voxus also secured contributed articles in Channel Futures and Channel Pro Network. And podcast appearances with eChannelNews, MSP 1337, and Telecom Reseller News. Furthermore, the team submitted and got McCullough named to the prestigious CRN 2025 Channel Chiefs.