Challenge
NS1 owned the modern enterprise's DNS, DHCP and IP address management (DDI) market. However, their dominance didn’t capture the attention of the media, Reporters are thirsty for the newest, shiniest technologies — DDI has been around for decades. It was akin to telling the world that Quaker is the leader in oats. “Yes, and?”
A fresh perspective was needed to reposition DDI as a familiar but critical infrastructure ripe for modernization. Most pertinent to NS1 was positioning the company as the unquestioned leader in this reinvigorated view of DDI. Look Left grabbed the reins to turn heads and change minds.
“I’ve worked with members of the LookLeft team for nearly 10 years in different high-growth tech companies. Every time, they helped us punch above our weight. They’ve done the hard work to really learn our business and have a seat at the table for all our go-to-market plans. They’re trusted members of our team.” Kathleen Rohrecker, former VP of Marketing, NS1
Solution
Look Left embarked on a mission to rethink how the media — and the market — viewed DDI through a vigorous messaging campaign centered on our Story Mechanics™ approach. We started by developing a strategy for talking about DDI to get the attention of the market, buyers and bots.
Next, we worked with NS1 executives to form a voice coalition of subject matter experts to participate in a rapid response program to comment on high-profile news events. Finally, Look Left focused on raising NS1’s visibility with a mix of tier-one business and technical stories via contributed content and company features.
Results
- More than 150 media stories in a single year
- 40 percent of media stories with backlinks
- TechCrunch’s first “Extra Crunch” four-part, 10,000-word story for an enterprise tech company
- A single rapid response campaign drove 2M impressions and 1640 clicks
