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CASE STUDY
Contegix Hosting
SITUATION
Contegix is a growing data hosting company based in St. Louis, MO, serving small and large companies with outsourced data hosting solutions. One of the company’s core competencies is hosting the Atlassian software suite in large corporate environments. As such, the global Atlassian user population is a critical area of opportunity for Contegix, and the company has a dedicated focus on engaging and deepening relationships with Atlassian users.
For several years, Contegix has been doing active outreach to the Atlassian user community. Those efforts are performing as expected, but the company’s leadership craved a new approach. Ideally, the new approach would serve several objectives:
• Support Contegix’ brand positioning as a forward-thinking, innovative organization
• Complement current outreach efforts involving physical attendance at Atlassian user group meetings • Support brand awareness among current Atlassian users
• Drive word of mouth and buzz among Atlassian users
• Deliver engagement with Atlassian users outside the sales process
CHALLENGE
Inability to Scale Current Engagement Efforts
Contegix’ legacy outreach efforts involve physical attendance at Atlassian User Group (AUG) meetings in Chicago, Kansas City and other locations throughout the Midwest. These efforts are successful. Contegix representatives forge relationships with the target audience by sharing expertise and providing guidance in a face-to-face environment.
The challenge with physical, highly personalized outreach is that it’s difficult to scale. The time and cost of travel become greater limitations as efforts increase. And interactions with the target audience are subject to the calendar of AUG meetings and the willingness of the target audience to travel physically to the meetings.
Contegix leadership, however, is reluctant to rely too heavily on more efficient, less personalized methods of outreach. Email marketing, for example, is an inexpensive means of pushing out information to customers and prospects, but it eliminates the dialogue. And the dialogue is crucial to building trust and establishing Contegix as a resource for these users.
In short, the Contegix team was motivated to identify a new format for engaging prospects — one that wouldn’t require travel and wouldn’t boil the interaction down to a non-personal level.
SOLUTION
Geniecast as Scalable Engagement Platform
Geniecast proposed that Contegix host a two-way videocast panel for Atlassian users. The event was designed as a free learning event for Atlassian users; panel speakers would include experts from both Contegix and Atlassian. A Geniecast moderator would interface between Atlassian users and the experts, ensuring the conversation flowed and user questions were answered. The two-way video format would allow Contegix to host the event from St. Louis. The Atlassian representative could join the event without leaving his office in Atlanta, and Geniecast moderator Sarah Hill could also join the event remotely.
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