ThrottleNet has been a leading managed IT services provider for nearly 2 decades, but when they started working with Spoke, only their clients seemed to know it. Sales were flat, and ThrottleNet blended in with the pack in an increasingly crowded market.
Customer service surveys were glowing, and customer retention percentages were through the roof, but happy customers weren’t their true differentiator. Security was.
Without security, everything’s at risk. Competitors were happy to sell managed services. Security was extra. With ThrottleNet, security is a must. They know what’s essential to the continuity of a business. It’s not the hardware and software; those can be replaced. It’s the data. If a company loses its data, statistically, they lose their business, too. We needed to update the ThrottleNet brand and the ThrottleNet story. Security is the damsel in distress, and ThrottleNet is the hero.
Spoke’s bold, elegant solution reinforces ThrottleNet’s experience and thought leadership in both managed networks and managed security. The IT+_______ positioning subtly reminds customers and prospects that IT is indeed the backbone of their operation.
We’re not big on fear-based marketing, but the threat is real. Just because you’re a small business doesn’t mean you won’t get hacked. Hackers’ bots don’t care where you are or how big your business is. Hardware can be replaced, but when data is lost – it’s gone forever (bitcoin ransom is no guarantee). Education is critical, and content marketing was the perfect way to inform prospects, increase organic search, and provide sales collateral for the ThrottleNet team.
ThrottleNet’s marketing is now fully integrated, ROI-driven, and delivers their brand promise in a way that touches buyers’ emotional chord compellingly and succinctly.