Exclaimer · Enterprise Technology · United States

Turning an everyday technology into a bigger enterprise conversation.

Helping Exclaimer move beyond product-led communications to tell a broader story about IT efficiency, compliance and brand control through media relations and executive thought leadership.

Client
Exclaimer
Sector
Enterprise Technology
Market
United States

The challenge

Email signature management might not immediately sound like a major enterprise technology story.

But behind it sit important business challenges involving IT automation, compliance, brand governance and managing communications across large organisations.

For Exclaimer, the opportunity was to move beyond product features and demonstrate why these issues matter to enterprise technology leaders.

What Waters did

Waters developed a communications programme connecting Exclaimer’s technology to broader business and IT priorities.

  1. 01

    The programme combined proactive media relations, executive thought leadership, research-led storytelling and strategic content development.

  2. 02

    A central initiative was Exclaimer Voices, working with company executives to uncover stronger perspectives on the challenges facing enterprise IT teams.

  3. 03

    This helped develop new storylines around automation, compliance, centralised control and the changing role of email within organisations.

  4. 04

    The approach was designed to engage IT decision-makers, channel partners and business leaders beyond Exclaimer’s immediate product category.

The result

  • 01

    Waters developed executive thought-leadership narratives through Exclaimer Voices and supported ongoing media engagement across enterprise IT and technology channel publications.

  • 02

    The programme also secured an earned podcast opportunity, extending Exclaimer’s executive visibility beyond traditional media.

  • 03

    By connecting product capabilities with wider business issues, the communications programme established a stronger platform for building Exclaimer’s authority with enterprise technology audiences.

The bigger picture

The challenge wasn’t simply to generate more coverage.

It was to help enterprise buyers understand why a technology they might previously have overlooked could have greater strategic importance.

That’s where strong positioning, executive insight and commercially focused communications can make a difference.

Talk to Waters

Business ahead of its reputation?

Tell us what’s changed in the company and what the market still hasn’t noticed.

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