Creating a market category

Leveraging market dominance: At its core Equinix is a market dominant landlord to the cloud, but they needed to make customers understand that data centers aren't just a way to turn capex to opex. The needed to establish themselves as the epicenter of a private internet ecosystem. This ecosystem connects global enterprises to themselves and their business partners without the security concerns or unpredictable slow downs of the public internet.  

Create a blueprint: To do this, they invested heavily in the IT and Cloud analyst community to established a market category called “Interconnection.” Interconnection is a blueprint for global enterprises to directly connect to themselves and their business partners, securely, efficiently, and without the unpredictable nature of the public internet. When milliseconds count, Interconnection is transformative.

Deploy a scalable story: I helped Equinix create a story that their organization, from sales, to product, to marketing, to customer service and operations could convey at every touchpoint. We associated that story with a customer journey and customer personas that impacted the enterprise IT decision making process. Finally, we enabled and scaled both centralized, and distributed content production and measurement methodologies through the the deployment of integrated Mar-Tech platforms and shared taxonomies.

• Create a metric based story that establishes market credibility

• Map the story to personas and journeys

• Scale the enterprises ability to distribute and realize value from the story