Napatech
I cannot stress enough how great Force4 has been for Napatech. The performance, quality, consistency, and results have been among the best I have had the pleasure of working with in my career.
Cisco Systems
Cara and the Force4 team were instrumental in our marketing efforts to develop and deploy content for multi-touch demand-gen campaigns to move net new leads through the buyer’s journey. Equally adept at strategy, tactics and execution, the Force4 team was integral in planning the campaigns, developing high-quality content that directly addressed our customer care-abouts and delivering it before deadline. I would highly recommend them for any B2B technology marketing effort.
Cisco Systems
I have been continuously impressed by Cara and team’s ability to deliver high-quality results consistently, both on time and under budget. They have been able to adapt to shifts in corporate focus with agility while ensuring that launches, campaigns and deliverables are sure-footed, seamless and on-message. Able to work across business units to ensure corporate buy-in and integration, Force4 has been a critical extension of our team.
SSH Communication Security
Compliance is a huge motivator for our customers, but there’s a lot of FUD and confusion out in the market that clouds the air. It was fantastic to have a partner in educating the public, customers and regulators about the intersection of compliance and security. Cara and team worked with me to create a thought leadership strategy to ensure that we had messages that directly addressed customer compliance concerns in every sector.
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Business Outcome
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Established new market category | Maintained leadership position for 7+ years | Consistent global top-tier business press coverage
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Goals
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Create a new category and gain visibility for the MiFi, the world’s first mobile hotspot
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Displace competitor as market leader in mobile connectivity space.
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Strategy
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We created the strategic messaging framework to pinpoint the product’s value proposition.
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We kicked off the campaign by pre-briefing leading industry analysts to test the message and secured analyst champions to act as references for the media.
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We gave the New York Times an exclusive to break the story and conducted an aggressive product review program that included launches with over 50 carriers worldwide over the next several years.
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Results
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Established the MiFi product category.
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Elevated Novatel Wireless into the #1 position for its entire product line and held that position for seven years.
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Secured massive amounts of top-tier coverage domestically and internationally that demonstrably accelerated retail sales.
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Coverage highlights included repeated endorsements in the Wall Street Journal, USA Today, New York Times, BBC, PC Magazine, Engadget and many, many more.
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Business Outcomes
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CEO elevated as an industry luminary | Consistent global top tier tech, trade and business press coverage
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Goals
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Re-establish brand recognition while positioning CEO as go-to resource for banking security.
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Strategy
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Set up media tour to show accessibility of a complex solution to financial and security media.
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Conducted thought leadership campaign to educate the market.
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Positioned the CEO as the go-to resource to targeted editors seeking to understand a complex landscape.
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Results
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Secured on-message and positive coverage in targeted top-tier media, including the Wall Street Journal, Inc., eWeek, Washington Times and ZDnet.
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CEO was elevated as an industry luminary, returned to for comment again and again by tech, trade, vertical and business press.
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Business Outcomes
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Successful IPO | Category leadership
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Goals
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Design and launch communication strategy to facilitate and support a successful IPO.
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Strategy
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We designed a series of pre-IPO campaigns to positively impact market perceptions about the company.
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We developed concise and consistent messaging that communicated the company’s value prop and aggressively started raising awareness.
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Six months before the IPO, we developed a high-level marketing white paper that defined the market, their products and position that was used throughout the pre-IPO process by analysts, investors and press. We also created several case studies that described customer wins.
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Just before the quiet period began, we briefed key press and analysts on substantial news to generate press coverage throughout the quiet period, and in conjunction with the IPO.
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Meetings with major analyst groups ensured that the company was fresh in the minds of the analysts when investors called for background information.
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Results
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Successful IPO with sustained positive press coverage on the company.
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BUSINESS OUTCOMES
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Successful IPO | Category leadership
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GOALS
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Drive awareness for Napatech as a leading supplier of the world’s most advanced intelligent network analysis adapters and software that enable guaranteed visibility of performance and operation in networks, applications and data services.
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Maintain visibility with key stakeholders following successful IPO
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STRATEGY
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We designed and deployed a series of pre-and-post-IPO campaigns to positively impact market perceptions about the company.
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Meetings with major analyst groups ensured that the company was fresh in the minds of the analysts when investors called for background information.
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We leveraged our relationships with key media outlets and the company’s proven track record to secure an ongoing cadence of positive media coverage.
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Orchestrated a pipeline of thought leadership articles to build credibility along with successful product launches and customer wins to showcase the company’s traction in the commercial markets.
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We amplified awareness of the company and its traction in the market through a targeted social media program
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RESULTS
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Sustained positive press coverage on the company before, during and after the IPO
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Successfully positioned the company as a leader in industry analysts reports
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Grew social media following from inception to nearly 4000 followers
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Maintained leading competitive share of voice consecutively year/year
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