Challenge: Liquid Computing was a technology start-up that developed the first fully virtualized communications and computing platform called LiquidIQ. There was very little awareness of this product in the market and because it was the first of its kind – a lot of credibility building was required to convince prospects to consider purchasing the product for their data center.
Solution: To address the awareness and credulity obstacles a thought leadership program was developed. The core of the program included customers of the LiquidIQ system being profiled on videos that were promoted on the website and through email. In this email the main message addresses how LiquidIQ can address the space, power and cooling crisis in the data center. The call to action was to view the “Data Center Excellence Video Series” that included the interviews from customers. The email also promoted two particular topics in regard to data centers – how companies could become more green and the Total Cost of Ownership (TCO) of computing and networking gear in the data center. The email also highlighted a quote from Microsoft stating how the LiquidIQ system delivered “converged data center services at a fraction of the cost of traditional data centers.” The email was sent to thousands of data center personnel in the North America.