TECHNOLOGY OVERVIEW

Technology companies today range from mature giants needing to stay relevant by serving new customers with new products to lean start-ups developing disruptive technologies. Both camps need to understand the narratives that resonate with key business decision makers and the best mix of channels to deliver those messages.

KEY INDUSTRY PAIN POINTS

  • Sell solutions, not tools
  • Verticalize product offerings
  • Find the right channel mix to reach decision makers directly

“Big technology companies find themselves engaged in big conversations. Is the proposed merger competitive or anti-competitive? How will Apple’s stance on iPhone security play with consumers? Narrative Analytics is the best way to understand and influence these kinds of issues.”

Aaron Harms

EVP of Product

Protagonist

ENERGIZE YOUR BRAND

When CMOs understand the narratives that attach to their brand, they can create a Narrative Strategy to better position and present themselves to the customer segments they want most to win. Protagonist helps tech companies build high value brands in a highly competitive marketplace.

WIN A NARRATIVE BATTLE

In the fast-evolving high tech sector, knowing how to maintain relevance as disruptive technologies gain traction becomes a marketing art form. Protagonist helps tech companies understand and influence the narratives that shape the zeitgeist and align with the right ones to achieve business goals.

ACTIVATE TARGET AUDIENCE

Knowing what your target audience believes shows you how to convince them they need your product to succeed. Protagonist shows High Technology CMOs the right narratives to embrace to resonate with prospective customers to broaden your market or increase your penetration.

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TECHNOLOGY CUSTOMER CASE STUDY

Protagonist helped VMware find the right narratives to make executives believe their products were essential for realizing business goals.

How do we resonate with a C-Suite audience?

CHALLENGE:

Increase brand recognition beyond a tech niche, elevating their position with broader IT and business decision-maker audiences

SOLUTION:

Analyzed the presence of VMware versus competition in several key Narrative Landscapes, including Cloud Computing, the IT industry, and the Future of Business

VALUE:

Fed a redefined messaging platform, which attached strongly to a forward-looking narrative, “Software-Defined Future,” which could resonate with a business audience

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