Client: Virtual Iron Sector: B2B technology – virtualization software “DHPR helped elevate our standing with companies considering virtualization software. Prior to engaging DHPR, the strategy was simply to make sure we were included within editorials as part of the competitive set. However, this approach rarely afforded an opportunity to showcase our product advantages and why we were ultimately selected. DHPR’s recommendation to abandon that strategy and focus on highlighting the advantages and customer successes proved far more valuable to generating sales leads.” Susan Roberts, director of marketing, Virtual Iron

Challenge: An established start-up with rock solid technology, virtualization vendor Virtual Iron needed to generate more market awareness to compete with mega vendor VMware (NYSE: VMW). Campaign Goals: • Increase presence among virtualization media including influential bloggers • Place customer success stories in key vertical outlets to increase awareness and to arm sales team with proof points • Elevate overall market visibility Strategies: • Positioned Virtual Iron as a considerable contender to VMware with an aggressive and comparative media outreach program • Sought enthusiastic customers in key verticals and encouraged them to sing praises of product strength as customer references and with press • Transformed customers’ main concerns about price and support into key, positive messages

Results: • Developed meaningful customer case studies that showcased product prowess and helped de-position the competition • Increased customer case study placements by 70% including a cover story in Campus Technology, a primary vertical market for Virtual Iron • Secured interviews and positive coverage with key virtualization bloggers including Virtualition.INFO and ZDNet Given the buzz around the company and its technology, Virtual Iron was purchased by Oracle just nine months after working with DHPR. Click below to see examples of coverage Byte and Switch Campus Tech ZDnet Tech & Learning