Asigra partner, AssureStor has a simple philosophy – to be really good at just one thing.
In a recent article published in Datacenter Solutions UK, Managing Director Jason Reid of AssureStor explains that by maintaining a strong focus on its core business of data protection and offering the best levels of service to its user base, they are changing the way service providers can be successful in this competitive market.
Some of the article highlights include:
- How AssureStor Extreme Data Protection differs from the products/services available elsewhere in the market place
- How AssureStor addresses security using a cloud-based environment
- What we can expect from AssureStor in the coming months
You can read the article in its entirety here: Sometimes the old-fashioned approach is best
As you created your 2014 Business Plan no doubt you thought about how to retain existing customers and how to acquire new customers. But as everyone knows this is not as easy as it sounds. With upstarts and new market entrants, the backup and recovery services market has become even more competitive putting more pressure on you to become even more creative than ever with your marketing strategies including demand generation, customer retention, product, pricing and distribution.
Have you looked at how your competitors are going to market? Outlined below are 7 things that your competitors are doing to out-market you.
- Blogging. Have you ever done a Google search using keywords that describe your company or your solutions to find that your competitor ranks higher than you with the search engine because they have deployed a blog and are blogging about industry trends? This means that prospects researching cloud backup solutions for SMB and enterprise are probably going to find your competitors’ website before they stumble upon yours.
- Product Portfolio Expansion. Adding new products to their portfolio that increase their total addressable market or standardizing on a single solution that can provide them with a comprehensive offering without the need to invest in multiple point solutions. This enables them to address the needs of more new and existing customers. For example, they may have added a product to their portfolio that can backup endpoint devices such as desktops, laptops, tablets and smartphones.
- Fostering new strategic alliances. Your competitors are developing new and fostering existing partnerships with companies like NetApp, Cisco, Microsoft, Oracle, etc. to gain new entry points and new introductions to new market opportunities. How are you leveraging your partnerships?
- Offering recovery-based pricing. Going to market with a new pricing model can be stressful as you want to ensure your margins continue to be met and that you are not leaving money on the table. However, the alternative is to maintain the status quo and continue to battle for and lose deals over price. What if you could double the number of customers without competing on price by offering a fair recovery-based price that provides your customers with more predictability and IT operational efficiencies?
- Participating in social media. Have you monitored your competitors’ activities in social media? Do they have a Twitter account, LinkedIn company profile, and Facebook page? Do they participate in online communities like Spiceworks, LinkedIn Groups, Solarwinds, etc.? Are you actively sharing your company’s news such as customer wins, new solution or product updates, with your followers and the market? Are you retweeting on a regular basis – at least once a day? Your competitors are tweeting which is increasing their brand visibility in the market.
- Hiring a full-time marketing professional. Do you have an individual on your team that is solely focused on executing marketing related initiatives such as email campaigns, social media, writing blog posts, updating your website content, nurturing leads, coordinating upcoming events, writing customer case studies, etc.? Your competitors are hiring dedicated marketing staff to effectively facilitate the new self-paced buyer’s journey.
- Deploying an inbound marketing strategy. If you are still relying on cold calling to find new customers, than you are definitely being out-marketed by your competition. Buyers do not want to speak to a sales person until much later in the buyer’s journey. The way individuals purchase cloud backup services and solutions has changed. Today, you must earn the attention of potential customers, make yourself easy to be found and draw them into your website through compelling, educational content.
Colm Keegan, Senior Analyst at Storage Switzerland wrote an article about Asigra titled All-in-One-Backup – From Enterprise to the Cloud. In the article Colm details Asigra’s comprehensive end-to-end backup solution that protects data wherever it lives. He also discusses Asigra’s Recovery License Model (RLM) which makes protecting that data even more affordable.
Included in the article, Colm focuses on the following topics:
- How Asigra uses an agentless backup archectiture to protect data across the enterprise and in the cloud. Including an example of how MSPs provide managed backup services to their clients using Asigra DS-Client and DS-System.
- How Asigra leverages incremental backups to reduce bandwidth (performance issues) over the network and how that data is deduplicated at the source, compressed, encrypted and pushed to the DS-System.
- Why secure data encryption is a must-have and how Asigra employs highly secure NIST FIPS-140-2 data encryption to data in flight and at rest to ensure the secure transport and management of sensitive business information.
- Why Asigra prioritizes critical backup data and makes it easily available when archived accordingly (Asigra Backup Lifecycle Manager).
- How Asigra brings back control to cloud-to-cloud business applications like Salesforce and Google Apps.
- How Asigra's revolutionary pricing model - the Recovery License Model - enables businesses to “right-size” their backup licensing costs. And how businesses can save up to 40% over what they currently pay for capacity based software licensing.
You can read the full report here:
Registration is now open for the 2014 Asigra Partner Summit. This annual invitation-only event is the largest, most educational and informative gathering of Asigra Partners and cloud backup/recovery specialists!
Early bird incentive: register by Friday, March 28, 2014 to receive a credit voucher worth up to $3,000! Learn how
Want to further expand your cloud backup and recovery business? We have a fantastic lineup of guest speakers that will share key insights of how you can achieve success through innovation, marketing and sales effectiveness.
Bestselling author of 8 books including Where Good Ideas Come From: The Natural History of Innovation
Research Director, Gartner
President & CDS, Dragon Slayer Consulting
Call for Speakers
Have a cloud backup success story to share? Be recognized as a thought leader by your peers by presenting at the Summit. Speaking proposals are now being accepted until Friday, February 28. Learn more about speaking opportunities.
Contact us here.
Connect with us to stay up-to-date with the latest conference news - #asigrasummit
Years ago, pricing for backups was based on the number of clients you wanted to back up. Then it changed to the number of servers. Today, we're familiar with capacity-based licensing. But, in the era of Big Data, the traditional pricing models that currently dominate the cloud backup and recovery software market are becoming démodé and unsustainable.
“So, what's next? Is it time for a different model?” asks independent backup and recovery expert W. Curtis Preston. To find the answer, Preston recently spoke to Eran Farajun, EVP of Asigra about:
- The evolution of backup software licensing and what's on the horizon
- A new licensing model based on data recovery and why it is unique
- Data recovery analytics that empower storage and backup admins
Eran and Preston discuss a new way to pay for backup and recovery based on actual recovery usage. The result is a fair, transparent and predictable pricing model for backup and recovery that provides enterprises with immediate savings of up to 40% and up to 70% over time, with tools to better track and improve data recovery.
See how much your organization can save on its overall backup and recovery costs with Asigra’s Recovery License Model Calculator.
Jason Buffington, Senior Analyst at ESG put together a quick video blog post about the challenges that midsized organizations face to ensure adequate data protection and recovery.
In the video, Jason talks about how to become a ‘data protection hero’ within your organization with the constraints of tight budgets, minimal infrastructure or advanced expertise.
You’ll also learn:
- Why midsized organizations need data protection more than enterprises
- The number one planned priority for midsize organizations
- The 5 midmarket IT data protection challenges
- The 6 critical steps required for the right data protection plan
- The fundamental qualities of effective technology you can implement
- Jason Buffington’s favourite super hero
We’re proud to announce that Asigra Cloud Backup v12.2 has been named a finalist in the Storage Magazine and SearchStorage.com Product of the Year Awards; for both product and pricing innovations. This is the fifth consecutive year that we have been named a finalist ranking among the backup and disaster recovery software leaders. In 2013, aside for being recognized for our product innovation and added business value, Asigra was notable for its patent-pending recovery based pricing model.
“Asigra provides backup across physical, virtual and cloud environments,” said the editors of Storage Magazine and SearchStorage.com. “Version 12.2 of Asigra Cloud Backup offers new data recovery analytics features, cloud-to-cloud support for Google Apps, single-pass backup for Microsoft Exchange and SharePoint and VMware Data Recovery enhancements for failover/failback. The company's new pricing model also decouples backup and recovery licensing.”
You can learn more about the Asigra Recovery License Model® by watching this quick introductory video:
“Recognition in this year’s Product of the Year awards is an honor for both our product and development teams,” said David Farajun, CEO, Asigra. “We feel that the ability to demonstrate business value is becoming increasingly important and version 12.2 raises the bar for all vendors in the category. Our Recovery License Model introduces a very clear pricing differentiator based on the product’s true business value – data recovery. This provides both immediate and long-term justification to the customer which has been applauded by experts throughout the industry.”
For more information about this announcement, you can read the full press release
It’s a New Year and it’s time to start executing your 2014 cloud backup marketing plan. You’re probably like most businesses and have considered a number of different marketing tactics you want to initiate this year. When it comes to marketing goals, it’s good to have very specific areas of focus. For example are you aiming for more brand recognition, better sales qualified leads, or improved sales and marketing processes? Here are a few tips to help you get started:
- Focus your efforts on inbound marketing – 54% of more leads are generated from inbound marketing (creating content that attracts visitors) efforts than outbound (direct marketing tactics) *. Inbound marketing produces higher quality leads when compared to traditional outbound tactics. If you don’t have time to write content, look at hiring someone part-time or outsource your efforts when creating email/web content, blog posts, whitepapers and more. Or look to your business partners like Asigra who provide ready-made marketing content in the form of data sheets, solution briefs, brochures, infographics and white papers to their partners. And leverage these assets to get to market faster.
- Consider a home page revamp –When was the last time you updated content on your website? Does your website need a facelift? Start by visiting your competitors website and see how their website compares to yours. What do they have that you don’t? It’s important to keep content on your website up to date and fresh. The search engines like fresh content. Customers are becoming smarter in researching goods/services before they purchase. Ensure that your site is full of data protection tips and information so that you’re top of mind when they make that final decision.
- Try something new –Did you know the fastest growing demographic on Twitter is the 55-65 year age bracket?** Social media is here to stay and the main benefits for your business include increased exposure and potential boost to your website traffic. For example use Twitter to pull readers to a recent blog post or use Twitter to stay informed to hear about the latest industry trends. A simple Tweet may attract hundreds of new prospects to your website without having to spend a dime. Yes it takes some time, but it will pay off in dividends and there are free tools that can help you optimize your social media efforts.
It’s clear that the traditional marketing such as direct mail, and cold calling may be a thing of the past. More and more companies are incorporating content marketing and social media into their inbound marketing strategy to inform potential buyers. Remember the buyers’ journey is self-paced so you need to provide them with content that they can consume to educate themselves on the business benefits of cloud backup until they are ready to engage you in a conversation about your services. Start off small and look at the different tools that are available in the market. Any type of marketing is good marketing if it gets your company noticed.
*HubSpot-2013 state of inbound marketing http://www.stateofinboundmarketing.com/
Gartner published a report in late October of 2013 titled Critical Capabilities for Enterprise Endpoint Backup in which Asigra was ranked against 11 critical capabilities and across two use cases. Some of the key findings from the report include:
- Endpoint backup is no longer just about data protection; it also applies to reducing security risk and increasing user productivity.
- While all products offer decent PC backup capabilities, key differentiations focus on performance-related metrics, mobile device support and additional capabilities, such as integrated remote wipe and remote tracking.
The report also discusses the unpredictable nature of users and the need for sophisticated end point backup solutions. In addition, with increased mobile work options and the adoption of BYOD, it is imperative to find solutions to accommodate these new behaviors to eliminate security risks. In the report, Gartner showed preference toward the products that focus on protecting endpoint data.
Asigra is pleased to be mentioned among the competitive field of backup and recovery providers. In particular Gartner highlights Asigra’s endpoint support with iOS and Android backup capabilities.
If you’re an IT leader who is looking to narrow your shortlist of enterprise endpoint backup solutions, then you can find the report here: Critical Capabilities for Enterprise Endpoint Backup
One of the main goals that Asigra strived for when it introduced its innovative patent-pending Recovery License Model (RLM) for enterprise backup and recovery software was to ensure that the new pricing structure associated with the model would be perceived as being fair. Asigra was committed customers appreciating and finding business value in separating backup costs from recovery costs. We wanted to make sure that customers did not feel in any way that they were being treated unfairly. Because the reality is, when it comes to introducing a pricing change, there are psychological, sociological and economic factors at play with buying decisions. Our goal was to eliminate any doubts or misconceptions about the RLM.
Why was this so important to us?
In a recent article on the HBR Network, author N. Taylor Thompson, talks about understanding fairness as the key to keeping customers. He uses the company Netflix to illustrate the many reactions that Netflix customers had when the company decided to unbundle its products by offering streaming services and DVD-in-the-mail services. This decision caused a lot of customer fall out and according to Thompson, the company neglected many customer perceptions of business practices.
In particular the author illustrates in five different scenarios the different perceptions that customers hold when it comes to pricing. You can read the blog post in its entirety here:
Pricing in Backup and Recovery
So when Asigra made the decision to create both a pricing model based on a backup license and a recovery license, you might wonder what types of reactions would be felt by our customers? A key point to mention is in the Asigra model pricing went down and ultimately saves our customers money. So we were actually reducing the cost of our product. This may have caused some initial suspicions but over time, people began to understand and appreciate the true merits of the Recovery License Model. In fact, if you look at the current industry model, of charging a flat rate for both backup and recovery, you notice that in its essence, it isn’t fair. I mean why should you have to pay the same amount if you recover less data than your competitor? Why are you subsidizing another organization who has bad data protection practices and experiencing multiple data loss events throughout the year? If you recovery less, shouldn’t you pay less? Isn’t that fair?
With data growth increasing, organizations will have to find ways to decrease their costs. One of those ways is by reducing your recovery rate and being charged for that accordingly. It’s that scenario that we truly believe is fair.
For more information on the Asigra Recovery License Model® check out our new video that explains how the model works and the business value delivered.