Ravenswood Technology Group case study

Ravenswood Technology Group A new website worth shouting about.

Ravenswood Technology Group are experts when it comes to building secure, hybrid infrastructures for their customers, so their users can work from anywhere. They customise Microsoft’s security, identity and Active Directory products to fit around client organisations. So, it was natural that they wanted to broadcast their services from a fitting platform.

A digital facelift

Ravenswood initially contacted Fifty Five and Five to design and build their new website. Their previous presence on the web had grown a little outdated and they needed a fresh look and a more strategic approach. Our first job was to gather all their requirements, while finding out about their organisation and brand vision.

 

Ravenswood Technology Group case study

Putting their brand front and centre

Ravenswood required an engaging and visually appealing overview of the services they provide and a more engaging digital home that potential customers could navigate with ease. We spent time in meetings with them planning the sitemap, we constructed a web branding guide for their future internal use and executed the full build of the new site.

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digital marketing for IT companies

Digital marketing for IT companies: 5 reasons a specialist agency is your best option

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  • Overview of digital marketing for IT companies
  • Discussion of the pros of using a specialist agency over a generalist
  • 5 reasons tech companies should choose agencies that 'get' their tech

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oday, Digital marketing for IT companies is more important than ever. Circulation of print magazines is down, traditional tech conferences are declining, and B2B tech buyer profiles are changing—with marketing, HR, finance and sales teams making their own tech decisions exclusive of IT. Traditional efforts for promoting your brand offer declining returns, while digital marketing for IT companies is on the up.

If you don’t have the time, the budget or the internal expertise, an obvious option is to turn to an external partner that can offer guidance on digital marketing for IT companies. There are, of course, countless digital marketing agencies out there, yet the majority of these are generalists.

They’ll produce digital marketing for both B2B and B2C companies. They’ll write blogs for insurance firms, airlines, hairdressing salons and restaurant chains. And while they will produce a good and professional standard of work, it will often take them days to get to grips with your complicated technical product or service, understand who your audience are and how to write content that resonates with them.

Doesn’t sound quite like what you want from your B2B tech digital marketing partner, does it?

We’ve compiled five of the best reasons why a specialist agency produces better digital marketing for IT companies.

Digital marketing for IT companies is its own kettle of fish

If you manage the marketing for a tech company, here are the reasons why you should consider using an agency who specialise in digital marketing for IT companies.

1. Gives you immediate experience

You want to market your services but with so many factors to consider—your budget, whether your focus is on inbound or outbound marketing, the tools you need to succeed—it can be difficult to know where to begin. The answers to these questions can be what gets your marketing moving.

Without the proper experience, you will have to go through a long (and expensive) period of trial and error to understand what works for your company, your audience and your industry. An agency that has experience running digital marketing for IT companies, just like yours, already knows what works and what doesn’t and can spend its time sculpting your unique voice, which will achieve better results much faster.

2. Enjoy an expert skillset

One 2017 study found that only 8% of UK marketers have the entry level skills to produce the kind of digital marketing for IT companies that produces results.

In your organisation, ask yourself who’s going to:

  • Consistently create content
  • Optimise for search engines
  • Post across social media channels every day
  • Set campaign goals
  • Analyse the level of traffic and leads from each campaign
  • Understand and benchmark what you are doing well and where you need to improve?

Terry from R&D? Sure, he wrote a couple of decent technical blogs once, but it was only two posts, and that was last year.

Partnering with a specialist agency gives you an entire marketing department instantly that you don’t have to train, who are on top of the latest marketing trends, and who are ready to put a full campaign in motion.

3. Cost benefits

You need to consider the best way of growing leads and turning these leads into new customers. You could build your own team dedicated to marketing your brand. But with all the different roles you need to fill, it will quickly put a strain on your marketing budget.

If your focus is on providing a tech solution or service, you probably don’t need a whole team of social media experts, website designers, writers and analysts. Yet, you do need access to everything they would bring to the table, marketing-wise. A specialist technology marketing agency can give you all the expertise you need at a much lower overall cost.

4. Plug into cutting-edge solutions

For a tech company, working with the latest solutions should be a given. But it isn’t always the case. When it comes to marketing their services, a lot of companies don’t have access to the right marketing tools or fail to take advantage of the tools that are readily available. There are a lot out there. On behalf of our clients, and for our internal marketing, we use Moz for SEO, Mailchimp for newsletter campaigns and our own benchmarking tool, Maya to help clients improve their online marketing channels. But how do you choose the tools that are right for your business? And once you choose them, who will operate them effectively?

Marketing takes time. By working with a marketing agency that specialises in the tech industry you get access to the right tools and solutions for the job, operated by experts that know what will and won’t work. This speeds up the entire process of marketing your organisation, allowing you to reap the rewards faster.

5. You hit the ground running

When you choose a specialist agency over a generalist one, you cut down on the time it takes for them to learn the basics of your product. If they are IT specialists they will already understand the world of your business – like the Microsoft Partner Network, for example. Especially, if they are a Microsoft Partner themselves who work every day with Microsoft and the Microsoft Partner Network. They’re going to understand what an API is; they will know who buys tech, they are familiar and comfortable with SharePoint, etc.

See where your business could go

These are some of the big reasons why a specialist agency can provide the best, most effective digital marketing for IT companies. Partner with an expert IT marketing agency and see all the benefits first-hand. If you’d like some specific examples of how a specialist marketing agency can work wonders for their clients, look at some of our case studies to see how we partnered with and delivered value for our clients, helping them stand out in a niche, yet crowded marketplace.

 


Fifty Five and Five are a full-service digital marketing agency, guiding clients through the entirety of the content process—from ideation and creation to distribution and analytics. For more information, get in touch with us today.

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Looking to improve your marketing?

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free b2b marketing ebook

Free eBook: Creating a B2B marketing plan for your company

Our recent blog series has been all about how to plan a perfect B2B marketing campaign - the importance of planning, writing value propositions and documenting your marketing plan.This free eBook is the final step in your successful marketing campaign: putting all the pieces together and start generating more leads!


marketing IT

New tools to help you improve your marketing IT – just in time for Christmas!

  • New Fifty Five and Five Insights research to help you with marketing IT
  • Major Maya update: videos, knowledge base and an exclusive pilot
  • Meet our new team members

It’s been a couple of months since our last company update, but like Santa’s little elves, the Fifty Five and Five team has been busy in the run up to Christmas. Top of the list, we’re excited to announce some major new research and tools which will help you with the task of marketing IT products and services for your company.

No one ever said marketing IT would be easy, but some of our latest releases will go a long way to making your department’s job that much easier. Consider it an early Christmas present from Fifty Five and Five!

Maya now provides in-depth advice for marketing IT products and services

Maya—our marketing benchmarking tool—is changing. Until now the tool has been focused on ranking the effectiveness of your marketing. As of January 2018, however, Maya will go beyond just giving you a score and analysis of your inbound activities. Now, the new Maya platform will provide blog and video content that contains tailored guidance to help you improve your marketing in specific areas where it sees you may need help.

This means the benchmarking aspect of Maya becomes even more useful for your overall marketing strategy.

marketing IT

A lot of the new Maya content will be in the form of video tutorials, which we’re very excited about. It’s no secret that video is the future of content marketing—we hope that Maya’s video hub can be the foundation on which you can build a successful strategy to support you with marketing IT products and services.

We’re still taking sign-up registrations for the new pilot program. So, if you want to test out the new Maya experience for free, before it becomes generally available, drop us an email.

Our insights and research arm launches with an exclusive new report

We are pleased to announce the launch of Fifty Five and Five Insights, a new research arm of the company. Fifty Five and Five have a unique understanding of the Microsoft Partner network, having collected vast amounts of data and first-hand insights into how technology companies go about the process of marketing IT. Our new research arm will work closely with Microsoft Partners and the B2B technology industry in general to provide unique insights to help you improve your marketing strategies.

Our new insights paper—What sets the best Microsoft Partners apart? is an analysis of the marketing activities of tens of thousands of Microsoft Partners. We compared the results, and found that the top-performing partners share a number of specific characteristics, which we detail in the paper (download your copy of the report here). Key findings include:

  • Quality content is key: the top MSPs create consistent, high-quality content on their websites and blogs that is accessible to the widest possible audience.
  • Content consumption methods have changed: the best partners have adapted to the ‘new way’ of marketing, understanding that their websites, blogs, and social channels need to be ready for incoming inquiries and inspection at any time, on any device.

To learn more about our research services – including our unique data sets and in-house market research team – get in touch today.

New team members to help you with marketing IT

The Fifty Five and Five team has grown again over the past couple of months, with another two additions to the team:

  • Miles is our new Account Executive. He works closely with our international clients to deliver campaigns to a consistently high standard.

“I’ve hit the ground running at Fifty Five and Five with a busy schedule from day one. It’s been exciting and I’ve learned a lot about the process of marketing IT, as well as the amazing tools and services our clients provide – it’s been great so far!”

  • Janar is our latest videographer, helping create internal videos for the latest Maya updates and also helping our clients with creating awesome videos (read more about how our video services can help you with marketing IT here).

“It’s early days, but I’ve really enjoyed creating the new Maya videos – I can’t wait to see how people engage with them when they’re launched”.

Here’s to 2018

It’s been a great year for Fifty Five and Five. We trust you have had an equally good year, and hope you enjoy the holiday season.

Our ongoing aim is to help Microsoft Partners improve their marketing, and we believe Fifty Five and Five Insights and the new Maya pilot scheme are testament to that. And we hope that these are areas of the company that, having started in 2017, will only grow over the coming years.

We’ll see you in the new year – here's to a great 2018!

Download your copy of our exclusive new insights report today.


Fifty Five and Five are a full-service digital marketing agency, dedicated to helping Microsoft Partners improve their process for marketing IT – from ideation to distribution and analytics. If you want to know more about how we can help, get in touch with us today.

You can follow us on Twitter if you liked what you have read here. Look out for our next blog series dedicated to the world of B2B marketing and Microsoft Partners, or catch up on what else we’ve been getting up to recently here.

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Looking for help with marketing IT? We can help!

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Cato Networks Case Study

Cato Networks A creative approach to the eBook format

Cato Networks provides organizations with a cloud-based and secure global SD-WAN. Cato delivers an integrated networking and security platform that securely connects all enterprise locations, people, and data. The Cato Cloud cuts MPLS costs, improves performance between global locations, eliminates branch appliances, provides secure Internet access everywhere, and seamlessly integrates mobile users and cloud datacenters into the WAN.

EA guide for choosing the right cloud provider

Cato Networks wanted to provide their customers with a useful guide that helps readers decide which of the three major cloud platforms – AWS, Azure and Google – is right for their business. The obvious choice was a feature-by-feature comparison table. However, this approach has its limits – the features of cloud providers will naturally keep on evolving, meaning a comparison table would date very quickly. Another drawback is that long lists of feature comparisons can be hard to digest and a turn-off for readers. Finally, such a comparison table had been produced before by other providers. An alternative was needed.

Cato engaged with Fifty Five and Five to develop a concept which would help customers compare cloud providers, offering more value than a standard comparison table. Rather than purely looking at feature lists, we outlined the three most important factors which affect the choice of a cloud provider. We then ranked each of the vendors against these factors.

More value for the audience

The eBook was well received and was downloaded many times. By focusing more attention on the reader's needs, the eBook provided much greater value, providing a concrete measure against which they could compare vendors and then decide which was right for them. Ultimately, this led readers to see Cato Networks as a reliable, practical and informed brand, increasing the chances that those readers would come back to Cato for more help further down the line.

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