New Asigra Vertical Marketing Strategy

Asigra Inc. announced a new Vertical Marketing Strategy to its Hybrid Partner Program.

The Vertical Marketing Strategy is designed to help partners differentiate themselves and become vertical marketing specialists to gain more business in the competitive cloud backup and recovery market.

The strategy was announced at the 2012 Asigra Cloud Backup Partner Summit, which took place from June 11th to June 13th at the Sheraton Center in Toronto, Canada.

"We understand the importance of being a vertical marketing specialist and how standing out from the crowd helps you win more business," said Tracy Staniland, senior director, Corporate Marketing, Asigra. "A vertical market specialist speaks the language of the vertical, has knowledge of the vertical applications used on a daily basis, and understands the business processes and objectives, as well as compliance mandates. Our vertical marketing strategy is designed to give our partners the information and tools they need to successfully market and sell their cloud backup and recovery services to specific industries such as financial services, education, and manufacturing."

To develop the Vertical Marketing Strategy program, Asigra worked with a market research firm to learn about vertical markets, including gathering information about buyer behaviors and preferences. This information will be vital to partners as they target specific markets, particularly those that are steeped with regulatory compliance.

"Some of our partners have already achieved success by targeting specific industries," said Staniland. "That demonstrated that there's a lot of potential in vertical markets, especially as most industries are dealing with the emergence of BYOD, Big Data and various industry and government regulations such as Basel III, ISO, SOX, HIPAA, Meaningful Use. All of these issues create multiple opportunities for our partners to capture the growing cloud backup and recovery market in vertical markets."

"It's great to see Asigra develop a strategy like this," said Casey Parker, GM, Dakota Backup. "Our company has found success in targeting specific markets such as medical and education, but we know how difficult it is to break into those markets. You have to understand the ins and outs of the market, including all the compliance regulations involved, and you have to know what stake holders in that vertical market are looking for a in a cloud backup solution. You must have expertise in these markets to deliver value, and this new strategy developed by Asigra has helped us do that."