From Start-Up to Thought Leader
Getting Out in Front in the GRC Software Space
Business Challenge
SymSoft Corporation opened its doors in October 2009 with the launch of ControlPanelGRC, a second generation suite of modular, integrated Governance, Risk and Compliance (GRC) tools. The suite is aimed at providing Sarbanes-Oxley (SOX) compliance solutions for SAP business management software solutions.
After the passing of the Sarbanes-Oxley act in 2002, the industry became dotted with GRC solutions, including ones from tech giants such as Oracle and SAP itself. SymSoft, based in Milwaukee, had created a new product with an innovative approach that embedded compliance within an organization’s day-to-day activities. However, they knew they would have to increase their industry visibility to compete with some of the biggest names in technology.
But what was the right PR and Marketing strategy? Should SymSoft build an in-house PR department or entrust an outside partner to guide the company’s brand building?
Background
As the spin-off of Milwaukee-based Symmetry Corporation, an established leader in SAP technical consulting, SymSoft executives knew how critical experienced technology PR and marketing firms are to the success of small and medium-sized technology companies. Foregoing the ramp-up time and resources required to develop an in-house team, SymSoft chose to partner with Tech Image, based on the agency’s reputation as a top technology PR and marketing firm.
SymSoft CEO and President Dan Wilhelms outlined what he expected of Tech Image:
- Messages that generated leads and shortened the sales cycle
- A modern website to anchor a strong online presence
- An integrated, benefits-focused PR and marketing strategy for SymSoft products
- Establishing relationships with industry analysts
- Visibility with industry media and editorial coverage in targeted publications
Solution
To start establishing credibility for SymSoft and capture marketshare in the GRC space, Tech Image established a PR & Marketing strategy founded on the results-driven premise of “the right content to the right audience.”
Deliverables Tech Image achieved for SymSoft include:
- Media coverage of SymSoft and ControlPanelGRC in target media outlets to drive lead generation through brand awareness and third-party credibility
- Professionally-written website content with SEO-rich key words to drive traffic and generate organic (unpaid) search engine results
- Established connections and rapport with industry analysts by drafting and publicizing technical case studies on successful customer implementations
- Speaker proposals and award opportunities for relevant and high-profile industry events
- Capturing the entrepreneurial insight and acumen of CEO Dan Wilhelms to drive thought leadership content, including bylines and expert attribution in media and marketing collateral
Results
Tech Image worked with SymSoft to develop compelling, industry-specific messaging, drawing on their wide ranging knowledge of the technology space. It is not uncommon for new companies, passionate about their innovative solutions, to struggle when trying to decide where to focus their messages. Tech Image was able to help SymSoft create high-level messages that immediately resonated with prospects.
A year after launching the company, SymSoft had more than 50 clients, with six of those being Fortune 1000 members. With additional growth on the horizon, SymSoft is looking to sell more than 60 licenses in the next two years.
Wilhelms credits the relationship with Tech Image as an important component to SymSoft’s success:
“We view Tech Image as an integral part of the SymSoft team. We appreciate the experience of Tech Image, not only in technology but also in its internal processes, longevity and sophistication. Instead of trying to build a PR organization, SymSoft chose to have a seasoned tech PR firm in its corner from day one. I sleep better at night knowing Tech Image is working on SymSoft’s behalf.”
—- Dan Wilhelms, President and CEO, SymSoft Corporation
Shortened Sales Cycle
Wilhelms points to the content development and PR efforts with Tech Image as having helped shortened the sales cycle, with the wealth of credible information made available helping to prove the product could go head-to-head with other solutions. SymSoft traced a 30-day sales cycle to an article on the company Tech Image was able to place in CIO Magazine.
SymSoft is on track to meet or exceed its revenue projections and continues to be a Tech Image client.