StackPath, a highly distributed IaaS platform, needed to create not just a brand but a category.
StackPath transformed multiple acquisitions—CDNs, VPNs, a WAF, monitoring, and more—into the first cloud computing platform built in major metropolitan areas.
As CMO, I oversaw brand, product marketing, public/analyst relations, events, digital marketing, and creative services that led to StackPath defining the category and growing our edge computing business from $0 to $36M ARR just four years after the product line’s launch, while maintaining and growing legacy product lines through to successful divestitures.
“Milliseconds Matter”
Building awareness and demand in an emerging segment required simultaneously educating and motivating the market.
“Milliseconds Matter” became our rallying cry, identifying the kinds of workloads we targeted and declaring our competitive advantage.
Product Marketing
We structured StackPath product marketing around specific industry segments, including GameTech, MarTech, and Digital Media providers, and developed strategy, messages, and content that served all routes to sell, from inbound self-service to high-touch face-to-face.
Events
We invested in events specifically within the industries we targeted and took advantage of the full range of opportunities, from exhibiting to speaking, sponsoring, and entertaining, to build brand awareness, credibility, and enthusiasm.
Booth
Sponsored Signage
Demo Stations
Booth Game
Digital Advertising
Our digital advertising campaigns used display advertising placed to reach and generate top- and mid-funnel awareness within our target industries, coupled to paid search advertising structured to capture the resulting or latent demand.
Lead Nurturing & Customer Onboarding
After leads were captured or new customers were signed up, email campaigns that delivered compelling content nurtured interest, accelerated onboarding, and supported up-sell/cross-sell efforts.