Cloud

Egnyte: succeeding as a cloud contender in a tough market

Image Credit: ShutterStock


This series is brought to you by HP Elite. Find out more at hp.com/elite. As always, VentureBeat is adamant about maintaining editorial objectivity.

So this is the final post of a very cool consultation series. Trend Hunter and The Next Web both looked at Egnyte, the hybrid cloud company.

We wrote first about Egnyte, calling it the perfect balance between local iron and total cloud. That references the fact that Egnyte helps companies move files to the cloud where they can be easily shared and accessed while on the go, but does not force them to go all cloud. In addition, Egnyte provides technologies that enable companies to enforce their already-existing local document security policies in the cloud with no extra configuration.

The company’s challenges? One was simple industry awareness.

Leveraging Trend Hunter’s categorized trends, Marcus Daniels suggested Egnyte do three things to increase name brand recognition: curious contests, brand-itorials, and targeted adversaries.

Curious contests would have the company create silly but entertaining contests showcasing its solutions. Brand-itorials would be magazine-like content on the Egnyte’s blog … or on other websites. And targeted adversaries would be Egnyte focusing on key competitors, such as Box, and presenting its case to potential customers why the Egnyte solution is better.

The Next Web’s advice, from editor Drew Olanov, is a little different.

Olanov suggests that the company forget its competition, not name Box or any others in its marketing collateral, carve out its own niche.

In addition, and wisely, Olanov advises that even though Egnyte is in the enterprise space, people ultimately end up making buying decisions. So, he says, keep the company marketing material personal and informal. And, highlight the team behind the technology, so potential clients can put a human face on a business deal.

Finally, Olanov suggests that, even when selling to enterprises, companies can successfully compete by marketing to consumers … because the people making the buying decisions are also consumers. IBM did this very successfully in past decades, and it’s a smart idea.

Reading Trend Hunter’s and The Next Web’s ideas suggests another to us at VentureBeat: make your company a story.

People love stories. It’s who we are and, to a large extent, what we are. If Egnyte is to be successful, the company has to convince its potential clients in the power and truth of the company’s story: better data handling, better security, better cloud services.

Bringing that to life in story will also bring a potentially dry technology discussion to life.

And that’s gotta be good for business.

Image credit: Alexander Kirch/ShutterStock

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