Inbound Marketing Strategies that work for B2B Tech Companies

Edgewater Networks, the leading provider of Network Edge Orchestration, recently implemented a full Inbound Marketing strategy to help them spread the word about secure and effective real-time communication services. This new approach has contributed to its success in securing clients for its solutions that make deployment of Hosted PBX and SIP Trunking solutions less expensive, and more secure.

Edgewater Networks is a market leader in delivering IP-based voice, video and data services. Service providers and enterprises of all sizes use Edgewater Networks solutions to simplify customer premise configurations for quick and smooth installations, reduced time to market and to rapid return on invested capital.  The company helps customers deliver intelligence at the network edge with its intelligent edge enterprise session border controllers (ESBCs), visibility and management of VoIP endpoints with its EdgeView service control center, and expansive interoperability with VoIP infrastructure with its QuickConnect lab.

In 2015, Edgewater Networks experienced 50% year-over-year growth in an industry that only grew 20%. The company boasts nearly 500K systems in service, over 10M sessions deployed since 2010 and manages more than 20M endpoints.

When Cold Calling and print ads are no longer effective as a main strategy

Edgewater Networks was looking to increase sales and enhance its brand image. Since its founding in 2002, cold calling and print ads were effective and helped build its success. But as the years passed, they realized that its existing outbound marketing strategy was no longer sufficient.

With a new marketing executive at the helm, Edgewater Networks decided it was necessary to make the leap to digital marketing. The primary goals were to create a strong online presence, produce content that converts, and increase its online lead generation.

Partnering with an agency who understands B2B Tech was crucial to Edgewater's success


Edgewater Networks’ main strategy to create a more effective online marketing presence began with adopting an updated marketing plan. To do this, it recognized that enlisting outside help would be the most prudent and effective way to advance the endeavor.

After some research, Edgewater Networks found Penguin Strategies and since 2014 have been working together, building out and executing a digital marketing strategy tailored to Edgewater Networks’ core competencies, available resources, needs and wants.

In the first year of working together, Penguin Strategies created a new inbound marketing strategy which included: a new website, social media presence, blog posts, white papers, webinars, and the implementation of marketing automation. These activities were driven from design to execution with the goal of increasing website traffic and lead generation.

Year on Year Growth over the last 3 years led to massive inbound success

Edgewater Networks saw its strategic intuition pay massive dividends. After implementing a comprehensive inbound program, the company experienced a 53% increase in lead generation from 2014 to 2015 which jumped to 95% during the period 206-2017.

Edgewater Networks’ conversion rate from visitors to contacts increased from 0.73% in 2014, reaching 2.56% in 2015 – more than 2.5 times the industry average, according to a recent HubSpot survey. For context, the top 25% of companies from the survey had a conversion rate of 3.1%.

In just its first year, from 2014 to 2015, Edgewater Networks saw a 9.3% increase in overall traffic, a 28% increase in organic traffic, a 71% increase in social traffic and a 16% increase in new users on its site.

After 3 years of consistently implementing their inbound strategy ……

After witnessing the power of inbound marketing stewarded by the highly competent professionals at Penguin Strategies, Edgewater Networks is preparing for further growth and expansion.

Rosa_edgewater"Before we began working with Penguin Strategies, our social media presence and lead generation engine was virtually non-existent. With a quick ramp up and within a very short period of time Penguin has reinvigorated our corporate image, turning us into thought leaders,

social media stars, and putting us back into potential customers' evoked set as a strong leader in our industry as well as turning a trickle of leads into a rushing river that we're happy to maintain. We very much value our relationship with Penguin Strategies.”

Rosa Lear, Director of Marketing


We work with B2B Technology companies to communicate their messages clearly and concisely. We help our customers reach their target audiences with the right information (blogs, whitepapers, social media, etc.) in order to convert them to actual customers and generate revenue. We specialize in IoT, Telecom, Security, Cloud, and Mobile technologies.