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Zentera, Cool Vendor in cloud security, 2017 - Case Study

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In the run-run to its 2018 Cool and Hot Vendor Forum on October 18 in Orlando, Florida, the Gartner Observatory is developing case studies to spotlight the most impactful, innovating and intriguing firms we have spoken to, out of hundreds of Cool Vendor designation holders who have taken part in our research. In this case study, our communications director Suwen Chen outline the process for winning the designation, and what the outcomes were.

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Zentera, Cool Vendor in cloud security, 2017 - Case Study

  1. 1. COOL VENDOR IN CLOUD SECURITY, 2017 WINNING THE COOL VENDOR As security enterprise software sellers, Zentera connects or enclaves unified virtual overlay networks to secure application workloads in the multicloud. In their US headquarter, the team consists of 16 people. Another 16 people do the engineering in Taiwan.� The value of the CV has more longevity than the other awards, which bring a lot of attention for only one or two months. It is helpful to have more awards so that customers can recognize them as a good company.� ANALYST RELATIONSHIP "We very much wanted to be a Cool Vendor."� The company knew that they needed to build relationships of trust and collaboration with analysts and then wait for someone to write about them. The actual goal of Zentera was their first mention, which leads to further attention. By now, they have been mentioned twelve times in two years, most of them in 2017. It did help to get started with Gartner to build network on that relationship.� Zentera bought a Gartner's subscription and got an account manager, who had access to the analysts. The dedicated manager recommended about a dozen of analysts on the basis of the needs and interests of the firm. Altogether they had talked to about 20 analysts during two years. One of the points "at which [they] just sort of jump a level" was the first time they met some Garter people in person, which was at the AWS re:Invent in 2015. Zentera lets their Gartner analysts know when they are going to an event somewhere. They then meet up there. Today the company is too small to operate or to go out to events outside the US. Thus they only meet US analysts, but it would have a big value for them to meet European analysts one day.� "You have got to show up" to build and maintain a good relationship, which is why they invested a lot of time and money to visit events.�
  2. 2. Andrew Lerner, who focuses on networking, was one of the first analysts they had talked to. In July of 2015, Zentera went to a show in Florida and met him in person. They drove two hours to where he lived and had dinner with him. Andrew said something like: "Look, you are not a networking company. You do networking but you want to be a security company." It was one of the most important advice Zentera got because now they say: "security is what we do and networking is how we do it". This is how Gartner "[has] pulled [them] in directions" and is therefore very influential to them.� Cool Vendor had a very big impact on Zentera, as it offered them some opportunities, like talking to much bigger companies. Most bigger companies don't want to work with start-ups, but sometimes they don't have a choice. Now they can call Gartner analysts and inform themselves about Zentera.� Gartner didn't write about Zentera until they were confident that they're trustable. That's why for other companies and for customers, the CV is a sign of credibility. Zentera is very happy to share their experience as they now are sometimes asked about how to manage a relationship with Gartner. TURNING POINTS MORE DETAILS ON COOL VENDOR FORUM 2018: HTTP://WWW.GARTNEROBSERVATORY.ORG/ GARTNER OBSERVATORY, A UEBS RESEARCH PROJECT IMPACT Cool Vendor is very valuable to their partners, because it shows the smartness of them, to work with a company that Gartner thinks highly of. �It's like a virtuous circle. The Relationship with Gartner does not bring revenue directly. You need to know how to use it, and it helps to attract new investors. USING THE COOL VENDOR Home About Product Contact loading... Have an analyst page on their website Writing tweets and do LinkedIn posts The CV report is available on their website.� Name the CV on their "about us" website page Mention CV in their e-mail signature Another turning point appeared when the company McAfee had a problem which needed to be fixed but they didn't want to work with a start-up. As Zentera was the only company offering a solution, they decided to work together. This important partner relationship helped Zentera to establish, because "once [they] could say that [they] worked with McAfee then [they] were real". McAfee, Gartner and Zentera are now one of those circles, where they help each other.�

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