From Visibility to Credibility

With endless information available on the Internet and in social media, building credible visibility for oneself is more challenging than ever before. Last year, our rebranding exercise was a great opportunity to strengthen our organization’s image. We focused on boosting brand visibility through our inbound marketing strategies.

Brand awareness and brand credibility work together.  In 2018, we reaped the benefits of our content-based brand building strategy. It was a year where we were recognized by some of the best research organizations as a key player in the market; we won some major bids against some of the top players in the industry; and most importantly received some great testimonials from the users of our products.

As the saying goes, “Grow through what you go through.” These are the three key lessons we learnt in 2018:

1.   Educate the customers 

Network visibility solutions can sometimes be complicated and confusing, depending on the network architecture. As a buyer, you want have the ability to select the best fit from the choices available in the market. The resources we offer in the form of white papers, application notes, data sheets, solution briefs and case studies aim to help our customer understand the appropriate solution and the benefits it will provide them.

2.   Engage and be honest 

We engage with the customers to understand their needs, anticipate the challenges and are honest with them while suggesting the appropriate solutions that will meet their needs. Our videos, newsletters, blogs, presentations, WebEx calls, partner training and other social media content are focused on engaging with our customers throughout their buying journey.

3.   Expand with a right strategy and the right people

Cubro has been expanding strategically to serve customers in all time zones and offer local support. As part of our market expansion strategy, we opened an office in Japan last year. Currently, we have offices in Europe, North America, Asia Pacific and Japan. We expand our product line and add new features depending on the technological changes in the market or based on customer needs.

Looking back, our success proves that our technology is able to meet the complex challenges of today and of the future network visibility problems. We offer the lowest total cost of ownership compared to any other competitor in the market. Unlike other providers that burden customers with annual port and software licensing fees, we provide a single, unified visibility solution with a full feature set at no additional cost. Our customers experience the total value of their network visibility investment. We look forward to continuing to build on our customers’ trust with further growth in 2019.