A one of its kind product, Arcion filled a gaping hole in the $10 billion market for data replication and protection software. It did so by creating a cloud-native service that could deploy data pipelines for real-time data replication in seconds.
But how do you explain a technology that didn't exist a few years ago?
Arcion
Telling the Story of a Data Revolution
Copywriting
Business Messaging
Marketing Collateral
SaaS (Database)
One of its Kind
About the Company
Arcion was founded in 2016 (then known as BlitzzIO) for migration, replication, and analysis on platforms like Databricks and Snowflake.
In 2022, the company closed a $13 million Series A round bringing Arcion’s total capital raised to over $18 million and a total market valuation of $65 million. With this new round of funding came the decision for a complete rebrand of the company.
In 2022, the company closed a $13 million Series A round bringing Arcion’s total capital raised to over $18 million and a total market valuation of $65 million. With this new round of funding came the decision for a complete rebrand of the company.
New Features and a New Identity
This is when Zhenni, Arcion's Head of Marketing reached out to me, an old colleague from multiple previous projects, to take on a massive challenge — develop the entire business messaging, and website copy for Arcion in less than a month. In addition to this, I was also responsible for the content for Arcion’s social media and the press for the launch.
Not one to turn down a challenge, I accepted and was quickly onboarded as an independent consultant and the team went to work.
Not one to turn down a challenge, I accepted and was quickly onboarded as an independent consultant and the team went to work.
The Discovery Process
The first few days were spent understanding the Arcion platform, its benefits to corporations, and the target audience, as well as doing a brief competitive audit.
In addition to the broader deliverables such as web copy and launch emails, I listed every single piece of marketing collateral that could be needed for the launch.
In addition to the broader deliverables such as web copy and launch emails, I listed every single piece of marketing collateral that could be needed for the launch.
Business Messaging Framework
Before I wrote any of the copy and marketing material, I wanted to finalize the brand voice and positioning for Arcion. To do this, I worked on a comprehensive business messaging framework that touched on every aspect of the company’s marketing strategy.
This document included everything from the company descriptions of varying sizes and platform specifications to customer profiles, target industries, and relevant use cases.
This document included everything from the company descriptions of varying sizes and platform specifications to customer profiles, target industries, and relevant use cases.
Project Tracking
Working on a project of this scale, with a very tight deadline, it was critical that I maintained proper trackers to stay on top of progress.
Since I was also collaborating with the sales and design teams, tracking helped avoid bottlenecks and prioritize items that were needed by a different team.
Since I was also collaborating with the sales and design teams, tracking helped avoid bottlenecks and prioritize items that were needed by a different team.
Primary Deliverables
With a hard deadline at hand, the first step was to list every single piece of marketing collateral that could be needed for the launch. Given the scope of the project, I divided the project into three main areas:
- website copy
- social media & PR
- outbound marketing.
- website copy
- social media & PR
- outbound marketing.
Website Copy
The project called for unique, engaging, and search engine-friendly copy for nearly 30 different pages under 16 parent categories:
- The homepage
- Features
- Connectors
- Arcion Cloud and Self-Hosted
- Industries
- Customers
- Database integrations
- Use cases
- The homepage
- Features
- Connectors
- Arcion Cloud and Self-Hosted
- Industries
- Customers
- Database integrations
- Use cases
Social Media & PR
The social media and PR strategy included concise, engaging posts highlighting key milestones in Arcion's development, its impact on clients, and industry recognition. It would also detail the outreach plan to engage with industry influencers and media outlets.
The launch also called for a one-minute video showcasing Arcion in all its glory. I did the storyboarding for the video and captured the complexity of the world’s fastest data replication platform in just a handful of frames.
The launch also called for a one-minute video showcasing Arcion in all its glory. I did the storyboarding for the video and captured the complexity of the world’s fastest data replication platform in just a handful of frames.
Email Marketing Campaign
I was responsible for drafting emails for a number of email marketing campaigns for both the launch and multiple events in the coming weeks.
Working with the sales team, I delivered a staggering number of thoughtfully composed emails, aimed at generating interest from warm leads to inviting existing partners and customers to upcoming events.
Working with the sales team, I delivered a staggering number of thoughtfully composed emails, aimed at generating interest from warm leads to inviting existing partners and customers to upcoming events.
Marketing Collateral
The marketing collateral included digital materials to support Arcion's launch and future marketing campaigns. Collateral included dedicated pages for webinars, in-person events, lead magnets, etc.
Post-work Success
Arcion and Databricks have always been close partners in innovation and an early investor in the company.
In November of 2023, Databricks acquired Arcion – the deal valued at a staggering $100 million. We are incredibly happy and proud of this massive achievement and are excited to continue seeing the great things the team at Arcion is doing.
In November of 2023, Databricks acquired Arcion – the deal valued at a staggering $100 million. We are incredibly happy and proud of this massive achievement and are excited to continue seeing the great things the team at Arcion is doing.
