Atlanta-based Cbeyond was preparing to open a branch in Detroit, a city in which the provider of integrated telephone and Internet services for small businesses had relatively low brand awareness.
“We needed to develop awareness quickly,” said Stein Soelberg, Cbeyond’s director of marketing communications. Because one-third of Cbeyond’s customers are acquired through references, there were two immediate needs: securing channel partners and gaining brand recognition among client prospects in Detroit.