On the Leading Edge: Edgenet (Tech)
Using messaging and public relations to bring national attention to revitalized software company
Edgenet is a Software as a Service (SaaS) company that gives brands the ability to manage and improve their product content across digital channels. The company’s flagship product Content Cloud is a repository for product marketing content that offers tools for users to standardize and categorize their information. Edgenet also manages one of the world’s largest global data synchronization network (GDSN) pools, containing logistical data for roughly 10% of the network’s total of 22 million registrations. To put it in perspective, Edgenet’s GDSN data pool contains more records than the data pools of countries the size of Mexico.
Founded in the mid-1990s, Edgenet had recently emerged from bankruptcy and undergone a change in ownership when the Bradford Group began working with them. The company’s management felt that its successful reinvention and resurgence had not been reflected in its publicity, and sought out the Bradford Group because of our success in gaining national coverage for B2B and tech clients.
The Bradford Group helped hone Edgenet’s message by taking their technology – complex, intangible and largely behind the scenes – and making it tangible and attractive. We positioned Edgenet as a scrappy, fearless tech company, and established CEO Steve Proctor as an outspoken advocate for Nashville’s flourishing tech community. Edgenet’s unique company culture, which includes many employees from non-tech backgrounds, also became an important selling point.
The Bradford Group generated national publicity for Edgenet almost immediately, securing placements in Fast Company magazine and The Tennessean/USA Today for stories related to the company guaranteeing paid maternity leave to a brand-new employee. Crain’s profiled CEO Steve Proctor about his high school and college jobs, and locally, the Nashville Post featured Proctor on its cover for a story about Edgenet’s dramatic turnaround.
In addition to Steve Proctor, we increased the visibility of Edgenet’s senior executives with a series of op-eds in local business and national trade publications from Vice President of Customer Success Dana Becker, Director of Strategic Accounts Patrick Conley, Vice President of Marketing Ben Velker, National Account Manager Matt Leigh, Vice President of Professional Services Michelle Martin, Creative Director Brian Siskind and others.
At the 2016 Next awards, Nashville’s biggest business event of the year and a major initiative of the Nashville Area Chamber of Commerce and the Nashville Entrepreneur Center, Edgenet won an award in the technology category. Edgenet also won silver Stevie Awards from the American Business Association for two years straight — in 2016 for Customer Service Department of the Year and in 2017 for Company of the Year in the computer software category. The company also won a silver award in the “Comeback Company of the Year” category from Best in Biz Awards 2016 International — the only global business awards program judged solely by members of the press and industry analysts.
During this period, Edgenet continued to grow in size and prestige:
- Nearly doubling its customer count from spring 2014.
- Growing its recurring revenue base by 40%.
- Capturing nearly 2 percent of the world’s largest GDSN data pool from competitor 1WorldSync — roughly 1 million electronic record subscriptions.