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    A positioning, messaging, & content shop for cloud-native & edge-native innovators

     

    Welcome to ndiginous

  • We abstain from echo chamber messaging and cotton candy content. They rot the customer's brain and the client's brand over time.

     

    Instead, we frame landscape-grounded, highly differentiated positioning for landgrab-focused "winner take all" startups in B2B & B2D categories. If you don't want to "define and own" your category at launch, we're not a good choice. If you do, we'll over-deliver.

     

    We also forge fact-based thought leadership for incumbent tech growth teams with multi-product portfolios, and help their agencies of record reframe, refresh, and re-invent their brand in the "As a Service" economy.

     

    WE EAT, SLEEP, & BREATHE EMERGING CATEGORY TECH

    CLOUD

    NATIVE

    It's Not Your Dad's Cloud

    No cloud-washing allowed. That's our starting point. Instead, we hack emerging category adoption conversations & fork them toward your agenda. To power your pipeline and partnerships.

     

    EDGE

    NATIVE

    It's Not Vanilla IoT

    Edge anything. It's the hottest gold rush in tech. From wearables to industrials to smart vehicles and everything in between. At the new elastic edge, well-grounded thought leadership matters.

     

    LANDSCAPE

    NATIVE

    Zero Ungrounded Fluff

    Detox from hypecycle messaging. Get grounded within emerging category conversations. Piggyback on the other guy's branding nickel. That's landscape-native in practice.

  • A MESSAGE FROM OUR FOUNDER

    ndiginous is here to bring "Zero Hypecycle" content and "winner-take-most" category positioning back to tech innovators. Today's enterprise cloud and IoT edge landscapes are overflowing with breakout technology--But many remain over-reliant on "me too" messaging and hypecycle copycat communications. The fix? Fact-based, landscape-native thought leadership that reframes emerging category brand conversations in the context of your value prop. Put the power of category landgrab messaging and winner-take-most thought leadership into action. And if you're an agency looking to break out of the pack, let's partner.

    Joseph Bentzel

    A veteran of more category landgrabs than he can remember, Joe began his career in AT&T's earliest experiments with online services. He's led marketing teams on the client side in software, networking, systems, security, and semiconductors for both startups and incumbents. And also served their branding, PR, and growth agencies of record at Platformula1, an advisory service for Partner First startups. If you're looking to detox from hypecycle content addiction, we've got your messaging intervention. Pain free.

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    For Agencies

     

    YOUR ROARING CREATIVITY...

    OUR LANDSCAPE-NATIVE POSITIONING FRAMEWORK

  • TOGETHER. WE LIBERATE CLIENTS FROM THE HYPECYCLE MARKETING ECHO CHAMBER.

    New category upstarts or transformational incumbents

    LANDGRAB MESSAGING FOR CATEGORY CREATORS

    Streetsmart agencies know that hypecycle messaging is fatal. It keeps tech brand innovators from locking down a category-native value proposition

    Despite knowing this, far too many agencies try to re-purpose pay-to-play "analyst speak" as competitive differentiation. And it only gets worse as your client executes continuous demand generation and funnel development growth programs--And they end up looking and sounding like every other player in the category.

     

    We help your clients translate their cloud-native, edge-native, and landscape-native innovation into what we call Category Landgrab Messaging, i.e. the highest "high ground" position possible relative to all players in your client's competitor set.

     

    We plug in fast. Then we help you "get grounded" within the category landgrab conversations that matter to cloud-native and edge-native innovators--From incumbents to raw startups.

     

    Your agency gets all the glory. We get you as a symbiotic partner for "winner take all" creative going forward.

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    For Incumbents

     

     

     

    YOUR BUNDLED, MULTI-PRODUCT FAMILY...

    OUR LAND/EXPAND "BASEHACKER" MINDSET

  • NEVER TRUST YOUR FLAGSHIP FAMILY MESSAGING TO A "DISRUPT ALL INCUMBENTS" COPYWRITER

    Tech incumbent? We get land/expand growth marketing & bundled product messaging.

    WE NEVER SAY "MARKET LIKE A STARTUP"

    Because you're not. You're a "basehacker"--Upselling, cross-selling, and reselling the latest edition (and addition) of your integrated product family to your installed base of customers, partners, and developers.

    Sure. You also pursue new user growth on a freemium model--But never at the expense of burning down your paid base or cannibalizing your brand with cargo cult brand communications. Instead, you find a sticky messaging "attach surface" for the latest feature update to your portfolio--And plug that into targeted category conversation.

     

    Why? Because we're not too young to know that "incumbents" like Apple and AWS created the smart phone and the cloud... and large parts of "the future". Not just startups with cool names. That's why we believe in giving streetsmart incumbent innovators their never-ending summer in the sun, not just their 15 minutes of fame.

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    For Startups

     

    YOUR LANDSCAPE NATIVE INNOVATION...

    OUR FULL SPECTRUM CONTENT SUPPORT.

  • EARLY ADOPTERS, INFLUENCERS, ALPHA DEVELOPERS, & LANDSCAPE INCUMBENTS ARE PAYING ATTENTION TO YOUR INNOVATION.

    Keep on keepin' on. We'll help out with the small things. Like category landgrab messaging.

    FACT-BASED THOUGHT LEADERSHIP IS THE FASTEST PATH TO TRACTION

    Because a startup that rejects hypecycle content marketing is a startup that everybody wants to talk to. "Originalist" value props, backed up with a little thing called customer proof, are still the king (and queen) of viral buzz, not analyst "validation".

    Inbound lead generation and developer marketing programs are not an excuse to do thin or poorly framed content. But that's what's happening in the age of AARRR and user self-service. Too many startups are going straight to "demand generation" content without having well-articulated thought leadership that owns the category high ground relative to the competition.

     

    We've got the fix. From your Series A positioning to your launch content marketing, we translate technology goodness into emerging category dominance. While placing you in the company of brand lions.

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    MARKETS SERVED

  • We take being "landscape native" very seriously.

    If market conversations are happening in the vicinity of these segments, we've got this.

    ENTERPRISE

    IT, LOB, OR C-SUITE

    Hypervisor to hyper-converged. Hyperscale to hyperlocal. Datacenter is our sand box.

    IOT & EDGE

    WEARABLES TO INDUSTRIAL

    Smart grid to smart factory. Smart cars to smart clothing. We connect the value dots for connected products.

    DEVELOPER

    BUILDING BLOCKS R US

    From the new stack to the new paradigm to the new new thing. Translating 'aha' innovation into marketspeak is second nature.

    OPEN SOURCE

    COMMUNITY OR COMMERCIAL

    This is not your father's open source landscape. It's on fire with creativity and revenue opportunity. We help promote an open future.

    SECURITY

    BREACH TO BREAKTHROUGH

    From perimeter defense to datacenter microsegmentation. From identity to embedded and beyond. We're fluent in security. HW & SW.

    API

    PUBLIC TO PARTNER

    API economy innovators have become revenue unicorns. We message API-as-a-Product or API... as a SaaS partner growth lever. Your call.

    SD-WAN

    SOFTWARE DEFINED. REDEFINED.

    Landgrab categories get cluttered. Like all things "software defined". The fix. Strong "Reframe, Refresh, Reinvent" category messaging.

    SAAS/XAAS

    MAINSTREAMING "AS-A-SERVICE"

    From subscriptions to elastic use to blended to ad-sponsored. The "As a Service" economy is a lake we swim in every day.

    ON DEMAND

    MARKET SPACES TO MARKETPLACES

    Hubs. Trading networks. E-commerce. Conversational commerce. All of the above & many-to-many. We message platform economy tech.

    FINTECH

    OPEN. UNBUNDLED. SEAMLESS.

    Banks. Insurance. Payments. Blockchain. Startups. We get the decomposing and recomposing of global financial services.

    MEDIA

    OVER THE TOP. OR UNDER THE HOOD.

    Streaming video. AR/VR. Games. Niche communities. Subscription infrastructure. ECM, WCM, DAM, & social. AdTech too.

    NONPROFIT

    CAUSE CELEBRE OR 'CAUSE IT'S RIGHT.

    Doing a "change" landgrab. Same principles of landscape native messaging apply. Polarity is your friend. Influencers too. Pro bono.

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    HACKING LANDSCAPE CONVERSATIONS

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