LaunchSquad helps its clients to make a name for themselves, grow their business and become market leaders. We've worked with companies to overcome a number of different marketing challenges and use PR as a building block for success.
Net6
Net6-Making Waves in a Crowded Security Market
Net6 built a new kind of remote access VPN product that solved the inherent limitations within more mature and established technologies. The technology sounded great on the surface, but Net6 had a huge challenge in trying to make a name for themselves against entrenched competition from giants such as Cisco and Juniper and well-financed upstarts such as Aventail and Neoteris.
When Net6 turned to LaunchSquad, the company had already introduced its new product, the Net6 Hybrid VPN.
Lacking the "newness" factor of a product launch, we initiated a deliberate, highly targeted campaign by manufacturing news and story angles for specific media outlets. We focused on the business problems customers were facing in providing secure remote access to employees, and aptly mixed in an innovation-focused, take on all-comers story, as well as initial customer validation.
Feature Coverage Out of the Gate
In less than two quarters, LaunchSquad generated standalone and feature coverage in a wide variety of trade, vertical and online publications, including C/Net News.com, Network World, CRN, InfoWorld, Secure Enterprise and ZDNet, as well as positive, in-depth endorsements and reports from analysts, including Current Analysis and Forrester Research.
Mining one very supportive customer reference to the fullest, LaunchSquad placed case studies in Government Computer News, SC Magazine and Mobile Enterprise, and won an important industry award on behalf of both Net6 and the customer. During the first 120 days of the PR program, Net6 executives forged relationships with more than 25 key journalists and analysts covering the security and remote access markets.
Citrix Swoops In for Acquisition
The successful PR program was just the appetizer for the main course: towards the completion of the campaign, Citrix announced it was acquiring Net6 for $50 million. The corresponding media coverage was highlighted by several articles from reporters who had first learned about Net6 through the efforts of LaunchSquad.
According to Net6 Chairman and CEO Murli Thurimale, "LaunchSquad delivered high-profile, high-impact coverage for a new product in a crowded market, leading to a ton of interest in our company from customers, investors, partners and potential acquirers. LaunchSquad hit the ground running, but also took the time to understand the nuances of a very technical product, and their combination of strategy with aggressive execution made a huge difference for our company. LaunchSquad's results contributed directly to our successful acquisition by Citrix."