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Masergy Brand Refresh To Amplify SD-WAN Opportunities For Partners

‘The rebrand reinforces our commitment to the channel. We want to play a more active role in uncovering opportunities for partners in the market,’ says Becky Carr, Masergy’s first chief marketing officer.

Masergy Communications wants channel partners and businesses to “Transform with Certainty,” the company’s new motto.

The hybrid networking and cloud communications provider introduced its new tag line and revamped brand on Tuesday. Masergy, celebrating 20 years in business, is now investing heavily in digital marketing to help partners get their arms around new business opportunities with innovative solutions.

"We are looking to amplify our brand in the market. We want to make sure people are aware of how we fit in the market, how we are different, and why we need to be considered," Masergy’s Chief Marketing Officer Becky Carr told CRN.

Carr is the company's first CMO and she's been leading Masergy's brand refresh since joining the company in May.

[Related: Telecom Channel Chiefs On Why Customer Experience Hinges On Putting Partners First]

Masergy, a channel-led company that does about 80 percent of its business through the partners, recognizes that the IT market was very different compared to when it got its start two decades ago. The new brand identity will include the new tag line, "Transform with Certainty," and a new website, which will offer an updated partner portal that will include more marketing collateral and demand-generation campaigns.

"I want partners to be excited about the ability to earn more commission and close business faster because of the investments in marketing we are making," Carr said.

One of Carr's top priorities is to generate demand for partners. The company's channel focus is only increasing, she added.

"The rebrand reinforces our commitment to the channel, which hasn't changed and if anything, we are doubling down. We want to play a more active role in uncovering opportunities for partners in the market."

The rebrand is an opportunity for Masergy to re-position its portfolio of solutions -- including UCaaS, SD-WAN, and security -- in the market and to also promote newer ways that the company is going to market by offering bundled solutions, Carr said.

"It was time to take a step back," she said. "And frankly, from a digital marketing perspective, modernizing the look and feel of the website was important as it was a little dated."

The refreshed brand will still retain the Masergy name, a name that the channel has come to know and trust, Carr added.

Plano, Texas-based Masergy hasn't been outspoken about its leadership in specific markets, including the SD-WAN space. The company's SD-WAN business has experienced accelerated growth recently thanks to Masergy's pure-play, software-defined network that it pioneered 20 years ago, Carr said.

Research firm IDC this year predicted that the SD-WAN infrastructure market will grow to $4.5 billion by 2022.

"To really be bold and talk about who we are as a company is important because we are not a well-known, household name, nor do we need to be. But we do need to apply the opportunities at our disposal today to extend our message into the market," she said.

Carr is no stranger to marketing. Prior to her appointment with Masergy, Carr served as Avaya's head of global marketing for one year and before that, held the role as chief marketing officer for CenturyLink Technology Solutions. She also worked for Verizon Communications for 22 years, 10 of which, serving as the carrier's vice president of global marketing.

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