Turning up the volume in channel sales

Client

Zix

Overview

Zix is a security technology company that provides email encryption services, email data loss prevention and mobile applications designed to address the ‘bring your own device’ corporate technology trend. The company serves customers that include divisions of the U.S. Treasury, federal financial regulators, health insurance providers and hospitals, and financial companies.

However, a post-pandemic environment would generate considerable additional opportunity. Zix recognised their Secure Modern Workplace solutions created value and benefit for organisations of all sizes, segments and geographies. To address this, Zix planned to significantly bolster their channel and enter new markets in EMEA. The Rubicon Agency was approached to develop new, differentiated narratives and go-to-market campaigns that would appeal to new partners and growing businesses.

What we delivered

The Rubicon Agency developed a set of brand narratives to showcase specific qualities and characteristics of the Zix offer, against an engaging music theme of ‘Turn up the volume’ and ‘Security that rocks’. Whilst the brand story was delivered in a creative and accessible manner, it included important point messages around security assessment, the role of layered security and the chasm of back-up. Hero assets in the form of videos, vision briefing, conceptual animations and landing pages were produced, in addition to outreach through programmatic, corporate social and sales channels.

What did the campaign achieve?

The ‘Turn up the volume’ narrative and supporting sales motions were tuned to achieve a higher level of account intimacy than traditional channel efforts. By encouraging sales teams to rethink their approach, this was successfully replicated across existing partners. It instigated considerable new opportunities, in addition to appealing to new partners in new territories that recognised Zix had a different capability to incumbent vendors.