CASE STUDY: RIVERBEDTURNING A GLOBAL TECH BRAND INTO A FEDERAL THOUGHT LEADER
Riverbed came to Merritt Group with substantial awareness in the commercial market, but relatively little visibility among buyers in one of its most important verticals – government. We were tasked with building and defining the company’s brand in the federal space, including efforts to cultivate executives as thought leaders on the issues and trends driving networking procurement decisions across civilian and defense agencies.
To put Riverbed Federal on the map, Merritt Group created a launch campaign around primary research focused on the issue of network visibility and its critical impact on everything from cybersecurity to personnel productivity. Based on the results, we created a “federal network visibility gap” narrative using a mix of content assets, aggressive media relations and digital amplification. At launch, Riverbed had already secured feature stories in key outlets including NextGov, Federal Computer Week, Homeland Security Today, FedTech and Signal. The coverage drove a 100 percent increase in traffic to the survey landing page.