Situation: Interconnects fall into a category of very complex, esoteric technology that was not well understood by the media at the time. Mellanox faced this lack of knowledge, as well as a competitive landscape.

Strategy: We built an education-led program showcasing customer wins that proved Mellanox’s value, paired with an analyst initiative that positioned the company as a quadrant leader.

Results: Over five years, we established a leadership position from data center to cloud by positioning the company’s solutions as linchpins for key areas such as cloud computing, virtualization and storage, Web 2.0, big data, e-commerce and other areas. We secured dozens of articles in Valley, business and tech publications.