Executive challenges of expanding a disaster recovery and backup business
by Mirko Zorz - Editor in Chief - Friday, 15 March 2013.
How much time are you devoting to the management of new people and locations for your European business?

Our international expansion efforts are a strategic focus for the company throughout 2013, and there is significant cross-functional support across Unitrends that will enable our European efforts to be successful. I am dedicating a lot of my time to the onboarding and management of Unitrends staff, along with developing relationships with our distributors and channel partners. We are also relocating some of our most experienced personnel to support our early expansion efforts and to help us get our new, local hires on board and train them to our standards.

What steps are you planning in order to make Unitrends a thriving and recognized brand in the new market?

Our business model is what has made Unitrends so successful in the U.S., and we are confident that it will propel us to success internally as well. Our corporate foundation is based on three important principles that separate us from all other backup and data recovery providers: Ensure that doing business with Unitrends is high-velocity and frictionless through easy-to-use technology and simple pricing; have an unrivaled customer support team that maintains a customer satisfaction ranking of 98 percent or above; and implement a go-to-market strategy that eliminates outbound campaigns and cold calls and instead focuses on responding to inbound requests, holding meaningful conversations with prospects and ensuring companies are buying through a channel in which they feel comfortable.

We also have a high-velocity digital and social marketing model in place that will help the Unitrends brand become universally recognized. We are very active within social communities like Spiceworks and will be sponsoring and attending their upcoming European conference, as well as other regional events, like VMware Users Groups. We also make thought leadership articles, webcasts, white papers and other marketing collateral a top priority, so our customers have an on-demand library of resources at their fingertips. Above all, we want to build our international business through word of mouth from customers and partners who have had a positive experience doing business with Unitrends. A big part of this strategy is offering hardware appliance evaluation units at no cost, as well as free and Not for Resale (NFR) versions of Unitrends Enterprise Backup, our software-only virtual appliance, so our customers and partners can test out our technology for themselves before committing to a purchase.

From the channel side, we are focusing on providing unparalleled support for our partners and making it simple and lucrative for them to engage with us. We’re reviewing everything from margins offered and market development funds to leads delivered and depth of training available. We are also working to align our highly successful partner loyalty program, UniRewards, to our international partner community. The program has garnered more than 2,000 active members since launching in October 2012, and we expect this number to soar as a result of our international expansion.

In summary, thanks to our strong business model – focused on simple, affordable unified data protection, unrivaled customer support and our unique go-to-market strategy – we are the fastest growing backup and data recovery provider in the industry today. And our success, brand and reputation will continue to soar as we further engage the European market.

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