Summary
The Challenge
Encap’s authentication technology is superior to its market rivals. It has a solid, growing customer base in Europe. Based on intellectual property, market traction and the company’s potential, Encap secured $2m in investment capital. Encap was then seeking to do more than simply announce this new funding.
Encap was looking to use this news to attract new strategic partners, in particular resellers in financial services and enterprise cloud sectors that could help them target the lucrative U.S. market. The challenge was to get traction in the right places, and help Encap open doors with potential partners.
The Solution
CCgroup further refined the messaging that had successfully positioned Encap as the market leader. Rather than simply announcing the news, it was an opportunity to re-articulate Encap’s vision, and its solution’s USPs. This meant Encap could be positioned as an attractive potential partner that could deliver tangible business benefits.
We included supporting collateral for the release, such as a video presentation from the Finovate conference and a calculation of the potential savings for a customer if Encap’s technology were selected over its rivals’.
By linking the story to bigger themes and issues, such as recent hacks into LinkedIn passwords, and Google and Facebook rolling out inferior two-factor authentication solutions, we were able to look beyond the specialist press for wider traction. Specifically, we targeted TechCrunch with an exclusive, based on the likelihood of our key targets being amongst its readership, and its US focus.
The Results
CCgroup was able to generate a far bigger splash and impact than would be expected for the level of funding received, including coverage in several specialist publications.
The jewel in the crown was the extensive piece in TechCrunch – far more in-depth than many investment news pieces, covering the issue of authentication, how Encap’s technology works, and including the embedded video.
This coverage alone led directly to more than fifteen sales and partner leads, including HP, Citrix, and Yahoo!