Transforming Storio's Positioning and Website for the US Data Protection Market

Technology providers today operate in an extremely competitive and high-performing environment. To attract and retain new clients, an organization’s digital go-to-market, especially their website, need to be informative, compelling and outperform with design and performance.

When US-based data protection provider Storio faced the challenge of articulating its unique value proposition and differentiating itself effectively in the highly competitive tech market, they turned to Filament.

In this case study, we will show how Filament collaborated with Storio to create a digital experience that not only communicates their offerings but also sets them apart in their industry to drive business growth.

storio website | Filament

About Storio

Storio is a US-headquartered backup and disaster recovery provider helping Managed Service Providers (MSPs) grow and be more efficient by providing secure off-site backup and disaster recovery solutions. To provide the best services, Storio partners with the industry-leading backup and disaster recovery provider Veeam Software and has created affordable, manageable and scalable solutions around them. Storio provides MSPs a full suite of flexible data protection solutions, from Veeam licensing through to a fully managed data protection offering.

storio logo | Filament

Industry: Data Protection Market
Company Type: Aggregator, Data Protection Services
Primary Offering: Managed Data Protection, DRaaS, BaaS
Target Market: MSPs in North America
Vendor Channels: Veeam

Filament Services Engaged:

We knew we needed a new website to support Storio’s growth strategy, but the result Filament delivered is so much more than that. Our new website clearly articulates our value proposition and why MSPs should choose Storio for their data protection needs. This strategic approach to website design and development will undoubtedly underpin our company’s growth and position us as a leader in the data protection industry.”

– Jay Echinique, CEO, Storio

The challenge: a digital presence that aligned with their ambition

Storio had built their business by implementing a laser focus on their MSP clients’ business challenges and was executing a strategy to expand its reach across North America.

Recognising that the website is the most important marketing tool in their arsenal, their challenge was to refresh their website to clearly communicate the problems they helped MSPs to solve, create better visitor journeys and update their visual identity to increase relevance. They also wished to build the foundations to attract more prospects organically.

An additional challenge the team faced was that it was too time-consuming and difficult to get website changes and updates made to the website. As a result, information would go out of date or would be incorrect, leading to less than ideal outcomes for prospects and customers.

How Storio approached us

Storio’s team was researching competitive positioning and value proposition when they found Filament online. After a no-obligation conversation, it was clear to the team that Filament’s understanding of the B2B tech industry, extensive experience supporting Veeam partners and a well-defined approach to web design and development warranted further discussions.

With a clear project scope, defined methodology and a transparent pricing model, Storio appointed Filament to refresh its positioning and website.

The Solution: Designing a custom website that stands out, cuts through and converts

The website design & development project was planned in recognition of the fact that there are multiple audiences, i.e. target buyer personas or Ideal Client Profiles (ICPs), that the website needed to serve. These included emerging or growing MSPs and mature MSPs, and those needing a fully managed or a self-managed solution.

In collaboration with the Storio team, we developed a clear and compelling value proposition, why visitors are coming to the website, where they’ll coming from, and what the points of pain are. Based on this we developed a website strategy that provided an upfront wireframe of web pages to inform our perspective of what sort of website content will be most effective.

To ensure a consistent brand message is communicated and reflected, we developed a new Website Style Guide.

website structure Storio website development | Filament
website style guide | Filament
MSP Pain Points | Filament
Storio eliminates pain points | Filament
Storio homepage on Surface Studio | Filament

The Benefit: A clearly-articulated and differentiated value proposition

The compelling value proposition became headline content of the homepage: “Increase the profitability and efficiency of your MSP with Managed Data Protection Services. Protect your MSP clients with the data protection services they need, while eliminating the complexity, time-intensive overheads and costly setups that are slowing your MSP down.”

These themes carried through both the creation of the copy, the development of the visual identity that the site would represent, as well as the UX and the UI of the new website. By doing so, Filament was able to deliver a website that not only looks stunning but offers multiple journey entry points across a variety of pages to constantly engage and nurture site visitors.

In addition, a significant amount of website copy was written, guided by SEO research and search intent led content clustering. As part of this we developed a range of new pages added to ensure the site was able to address the unique needs of different buyer personas, to facilitate different user journeys and also to improve organic traffic performance.

You can see a preview of the pages at the bottom of this case study to give you a better sense of the volume of content developed for this project.

The Result: A high-performing website for MSP buyer journeys

The result is a high-performing website that keeps pace with the company’s strategic intent while also enabling a customer and user journey that reflects how Storio is attracting, nurturing and converting new MSPs.

The project was executed seamlessly, adhering to timelines and budgets. This achievement ensures that Storio can confidently allocate its resources towards furthering its mission of providing cutting-edge backup and disaster recovery solutions to MSPs.

The user experience (UX) and user interface (UI) of the website have been thoughtfully designed to cater to the specific needs of various buyer personas. Storio’s value proposition is now not only clearly articulated but also strategically positioned to resonate with its target audiences. This approach empowers the company to attract a diverse range of clients and partners, fostering growth and diversification.

Furthermore, the new website boasts an extraordinary aesthetic appeal, capturing the essence of Storio’s innovation-driven spirit. Its modern and captivating design not only makes a lasting impression but also reflects Storio’s commitment to staying at the forefront of technology.

Ultimately, the successful completion of this website design and development project underpins Storio’s strategic growth, positioning the company as an industry leader and a trusted partner for MSPs seeking top-tier backup and disaster recovery solutions.

Storio also engaged Filament for ongoing managed website support. From quick updates to making layout changes, we made it so much easier for the team to complete miscellaneous website tasks and periodically update the content of your website. This also included fast and reliable website hosting, resulting in good core web vitals and better user experience.

In summary, this case study demonstrates that a well-executed website redesign can bring about a multitude of benefits for a business. It enables efficient resource allocation, improves user engagement through UX/UI enhancements, attracts diverse clientele through a well-articulated value proposition, and enhances brand appeal for sustained growth.

storio website pages | Filament
more storio website pages | Filament

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Successful Go-to-Market Strategy for Cirrus Leads to Acquisition by Veeam Software Within 18 Months

Independent Software Vendors (ISVs) need to take products to market in extremely competitive and high-performing environments. To reach, attract and retain new clients, an organization’s digital go-to-market, especially their website, needs to be informative, compelling and outperform with design and functionality.

When CT4 needed a Go-to-Market strategy that included a unique and differentiated value proposition for its new SaaS product and subsidiary Cirrus, they turned to Filament.

In this case study, we will show how Filament collaborated with CT4 to develop an effective Go-to-Market launch for Cirrus and deploy engaging digital experiences that set the company up for rapid growth, culminating in the company’s acquisition by Veeam Software within 18 months.

cirrus backup | Filament

About Cirrus (Veeam Data Cloud)

Cirrus Backup is a data protection SaaS product that delivers backup and ransomware recovery for Microsoft 365 data and Azure-hosted environments.

Developed by CT4, and powered by Veeam Software, Cirrus is a ground-breaking Backup as a Service (BaaS) software platform that enables MSPs and end users to get protected fast and recover quickly, all managed from a simple-to-use interface.

Cirrus Backup was acquired by Veeam Software in 2023 and is now called Veeam Data Cloud.

This acquisition represents Veeam’s entry into the As-a-Service market with cloud native backup and storage services.

cirrus logo | Filament

Industry: Data Protection Market
Company Type: SaaS
Primary Offering: Backup for Microsoft 365, Backup for Microsoft Azure
Target Market: MSPs and end users globally
Vendor Channels: Veeam, Microsoft

Filament Services Engaged:

The Challenge: Take a World-First SaaS Product to Market That Results in a Liquidity Event

CT4’s vision for Cirrus Backup was to make safe-guarding Microsoft 365 data simple and cost-effective.

While backup solutions for Microsoft 365 data existed in market, no other solution offered the level of simplicity, deployment efficiency and cost-effectiveness that Cirrus aspired to.

The Cirrus solution truly was a world-first in advancing what was possible for data protection when it comes to Microsoft 365 data.

The challenge the founding team faced was how to articulate this compelling value proposition, how to reflect this in the development, UX and UI of the SaaS product, launch the product to market and generate demand that can be captured.

The Engagement: How CT4 and Cirrus approached us

CT4’s leadership team had recently closed a capital raise funding round and was meeting with and doing due diligence on digital agencies in Australia to support their Cirrus Go-to-Market strategy. Veeam’s VP of Sales, Cloud Service Providers APJ referred them to Veeam’s trusted partner agency Filament, having experienced working with us and relied on over many years to support Veeam Partners and Resellers to take data protection products and services to market, effectively and efficiently.

After an initial conversation with CT4’s founder, and a series of discussions with the leadership team showed there was cultural alignment between the teams, a shared no-nonsense approach to marketing strategy and a willingness to move at the pace needed to ensure the success of the Go-to-Market.

Recognizing our significant history of taking B2B tech products and services to market and extensive experience with Veeam and Microsoft, CT4 appointed Filament to launch Cirrus by delivering a Go-to-Market strategy.

The Solution: A unique and engaging value proposition empowering a GTM with cut-through

As a unique solution that sought to sell directly to end users rather than through traditional IT specialists, Filament first needed to develop a value proposition that communicated the benefits of data protection to a non-traditional audience and then to consistently execute that messaging through all aspects of the go-to-market.

Through a series of workshops following Filament’s proven methodology, the CT4 and Filament teams jointly created a compelling value proposition. Filament then further expanded that into a key messaging document that guided campaign communications and tone of voice.

This key messaging was centred on data protection made simple for non-IT professionals, with all the functionality to put them in control of their 365 data protection. The Cirrus platform was articulated as an online Microsoft 365 backup tool that will have them up and running and backing up 365 data, affordably and within a few minutes.

Partnering with Veeam’s Channel Marketing team, the Cirrus SaaS solution was positioned as being powered by Veeam, the global leader in backup according to Gartner.

Finally, Filament led the execution of the campaign through the development of a brand-new website, launch communications, email nurture campaigns and extensive input into the Cirrus platform development. This input included early adoption of the product, user experience (UX) testing and involvement in the user interface (UI) design.

365 data protection | Filament
Cirrus homepage | Filament
azure marketplace | Filament

The Benefit: A clearly-differentiated value proposition reflected in a compelling website

Based on the go-to-market plan developed and executed by Filament, Cirrus was able to launch with a clearly defined and executed value proposition.

The consistent execution of key messaging ensured that Cirrus quickly established a unique and well-defined position in the market. Beyond the launch, this also enabled execution across channels and marketplaces that built on the early success and super-charged customer acquisition.

A project for designing and developing the website that reflected this value proposition was initiated with an understanding of the diverse audience segments and Ideal Client Profiles (ICPs) it aimed to attract and convert.

These included Managed Service Providers (MSPs) offering comprehensive Backup-as-a-Service (BaaS) management, those providing a self-managed option for their clients, as well as direct end-user prospects and clients that wanted to engage Cirrus directly.

Working closely with the CT4 team, we crafted a strong and persuasive value proposition, identifying the reasons visitors come to the site, their origins, and their challenges.

This led to the creation of a strategic plan for the website, including an initial wireframe layout of the pages to guide our approach towards the most impactful website content.

Catering to global audiences with different pricing structures based on their region, we developed a website that enabled region-based pricing pages based on IP location of the website user.

Implementing marketing automation with HubSpot with ongoing support

We developed a comprehensive marketing strategic plan, annual budget and marketing resourcing roadmap to establish a strong foundation for the business.

A critical step of the GTM involved conducting a comprehensive due diligence process to pinpoint the most suitable CRM and marketing automation tools for the business. Our team’s expertise was instrumental in evaluating various solutions, ultimately  selecting HubSpot for its robust capabilities in CRM, blog and email publishing, as well as content management and marketing automation workflows.

Following the selection of HubSpot, our support extended to the seamless setup and integration of the platform, and integration with Salesforce. We designed and implemented CRM strategies and developed efficient marketing automation workflows. This hands-on assistance facilitated a smooth transition to HubSpot, enabling the company to leverage its comprehensive features to streamline operations, enhance customer engagement, and automate marketing efforts.

Our HubSpot support services were then engaged to ensure continual optimization of the platform and its usage to maximize the benefits from the investment.

Cirrus protects from common threats | Filament
grow partner program with Cirrus | Filament
Cirrus adds partner value | Filament
benefits of Cirrus partner program | Filament

The Result: Hyper-Growth Results in Liquidity Event; Acquisition by Veeam

The result was a Go-to-Market strategy whose execution ultimately led to the liquidity event and acquisition by Veeam.

The GTM included a high-performing website that captured the strategic intent, clearly articulating a compelling value proposition and user journeys were in place to facilitate how Cirrus was attracting, nurturing and converting new clients.

The project was seamlessly executed, adhering to timelines and budgets.

This mission lives on in the Veeam Data Cloud. Danny Allan, Veeam CTO at the time of acquisition, said “450,000 customers trust Veeam to protect their business and keep it running, which has led us to become the #1 global provider of data protection and ransomware recovery. We’re now giving customers those trusted capabilities – for Microsoft 365 and for Microsoft Azure – delivered as a service. Through this new BaaS offering, customers have increased flexibility in how they wish to use Veeam to protect their business, whether in the cloud, on-premises or in a hybrid model.”

This acquisition represents a significant result for the founders and shareholders of CT4 and an outstanding validation of the Go-to-Market strategy deployed by Filament.

cirrus backup website | Filament

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