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No cookie-cutter marketing here.
Your brand is a philosophy deeply rooted in your business’s strategy and culture. It’s the difference between you and your competitors that makes a difference to your customers. Our creative approach and impeccable execution captures your unique brand and defines your place in the market.
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**AVANT**: Branding
See how we helped Master Agent AVANT build a brand that reflects their innovative, disruptive culture. With the launch of AVANT’s new branding, website and other digital assets, and the Swagger campaign, we immediately made an impression on the channel. Today, AVANT’s brand is one of the most recognizable in the industry. As CEO Ian Kieninger put it, “Root23 brought our brand to life!”
**Mobility.Me**: Branding
Mobility.Me is a women-owned startup that wanted to establish their brand and launch their business into the world. They came to us with a vision for their brand’s mark to be emotive with a warm and fun disposition. We delivered Beam. You should meet her.
**The TCA**: Digital
TCA was the first-ever industry association for the channel. Having been around so long, they were faced with the need to update their image to show they have evolved with the industry. Though they are no-longer in business, their impact on the industry will be felt for years to come.
**Bridgepointe**: Digital
Bridgpointe Technologies is a Master Agent with a twist.  Their partners carry a Bridgepointe business card and operate as independent sales consultants under their banner. They challenged us to refresh their brand and create a website with two distinct user journeys, whose paths should not cross.
**Birch**: MarCom
After years of success selling classic voice services like POTS, Birch came to us looking to raise their brand’s profile in the channel and get the word out about their legacy as a POTS provider while cementing their name as a player in the cloud business.
**AVANT**: Channel Partners
The Channel Partners Conference and Expo and the Channel Partners Evolution events are the biggest and most important in the business. If you’ve been to one of the shows recently, you’ve seen our work for AVANT. They have a huge presence and tasked us with giving each a visual identity, message, and marketing mix while tracking results and providing intelligence to support their efforts.
**AVANT**: Awareness
When your mission is to disrupt an industry you don’t walk on eggshells.  AVANT came to the channel to make noise and the Swagger campaign did just that.  Swagger dropped the AVANT brand’s positioning on the market like a sledgehammer.
**Datatel Solutions**: Demand Gen
Master Agent Datatel Solutions asked us to design a demand generation marketing campaign for their newest addition to their portfolio, Cmpute.io, unique service that connects users to available AWS spot instances. We needed a design solution that captured the Cmpute.io and Datatel brands, packaged in a sexy look and feel that would appeal to the Silicon Valley developer persona that represents their key line of business user.
To achieve great results, you need great marketing. Take the first step, contact Root23 today.
The Root of your Brand lies in your DNA™
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info@root23agency.com
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April 12, 2023April 7, 2023 by 
Aristotle thinks you need to invest in your brand. The ancient Greek philosopher’s writings covered a broad range of the big issues that humankind has grappled with for millennia. His wisdom has provided even modern humans with a framework for understanding the physical, moral, and natural world around us. No, branding was not one of … 
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January 16, 2023January 13, 2023 by 
Key Stats at a Glance The Background Shawn Cordner is the founder of Root23 Agency. He is a 23-year veteran of the telecommunications industry, most of which has been spent in the channel.  Shawn began working in the industry doing direct sales for Execomm (a Bell Atlantic agent) before moving to Lucent Technologies. He then … 
September 23, 2021September 23, 2021 by 
Root23’s Alexis Keller, a.k.a. The Blonde Don, is headed to Avant’s 2021 Special Forces Summit in Austin, Texas late this September, and she’s bringing her powerhouse knowledge and authentic approach with her.  Trusted Advisors from across the channel space are encouraged to attend the conference, which will be held at the Fairmont Hotel September 27-29.  … 
December 9, 2019September 14, 2019 by 
We talk a lot about content marketing and the importance of content-driven websites.  There’s no doubt that content is critical today, and you’re probably engaged in content development and content marketing to some extent by now.  In case you’re not a believer yet, or question your sanity as you slave away over writing blog posts, … 
January 6, 2020April 17, 2018 by 
Shawn Cordner  04/17/18 It’s Channel Partners time in Las Vegas again and I got lucky enough to be asked to do a presentation on The Transformational Power of a Compelling Brand.  Honestly, not my best delivery, but I think the content was right on point for partners struggling with how to stay relevant in an … 
May 10, 2023March 14, 2018 by 
There seems to be a long held tradition in B2B marketing, especially in the Telecom and IT space, to be as boring as possible.  What I see most frequently in the market is a very stiff, feature-advantage-benefit oriented approach to messaging.   I think it’s byproduct of so many years of selling on features, “speeds … 
December 10, 2019November 16, 2017 by 
I just listened to a great episode of the 99% Invisible Podcast called McMansion Hell: The Devil is in the Details.  If you haven’t ever heard of 99% Invisible, it’s a podcast “about all the thought that goes into the things we don’t think about — the unnoticed architecture and design that shape our world.”, … 
December 10, 2019November 9, 2017 by 
Where’d we leave off?  Oh yeah, we just talked about how important it is to break the 80/20, and that the place to start is by targeting your partner recruitment and channel marketing efforts.  Now let’s deal with the partners you have.  Here are a few strategies to get more partners active, and the active … 
January 6, 2020November 2, 2017 by 
Getting over the 80/20 rule is a common challenge faced by channel marketers and channel organizations of all kinds.  The name “80/20 rule”  alludes to channels that get 80% of their revenue comes from 20% of their partners, or alternatively, that 80% of their partners are inactive while 20% are regularly producing.  Inactive or underperforming … 
January 6, 2020October 19, 2017 by 
Here’s a little but effective tip I picked up a long time ago from a guy who was the top performing channel manager during pretty much my entire 8 year tenure with PAETEC: Channel managers should reach out to each partner individually at least once a week with some kind of valuable piece of information … 
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## Recent Posts
December 10, 2019October 12, 2017 by 
We mostly talk about user experience in the context of your website or app development these days, much the the chagrin of it’s founder and most user experience professionals.  For example, our own head of UX, Gregg Lulofs, can’t help but cringe when the letters UX come out of my mouth, because he understands it … 
December 10, 2019September 30, 2017 by 
All of your marketing efforts, whether email marketing, content marketing, social media marketing, whatever, should ultimately be to drive users back to your website.   Content is the number one driver of traffic to your website. Driving traffic to your website is like pouring opportunities into the top of a funnel.  Content can be blog posts, … 
January 6, 2020September 28, 2017 by 
Halloween is right around the corner and with it will come generic Halloween-themed marketing concepts.  SPIFs from carriers all have spooky designs, emails on the iAgent Network will bear cliché stock photo monsters and ghosts, and Halloween inspired puns will abound in content.  While that strategy is at home in B2C marketing, in my opinion, … 
May 10, 2023September 27, 2017 by 
Somebody close to me had a medical scare this past weekend.  She had a mini stroke last year and, for the second time since, felt symptoms of another stroke.  It turns out it wasn’t but while we visited with her waiting for further testing, I had my first encounter with this thing: This Johnny 5 … 
January 6, 2020September 26, 2017 by 
Interlinking, or Internal linking, is an SEO tactic that’s important to use in your content marketing.  When you create a page or blog post with content, you want to find opportunities to link to other pages or blog posts on your site.  Like this from another blog post… Because this article is down-and-dirty, I won’t … 
September 14, 2019September 23, 2017 by 
Yesterday I was a presenter on a Webinar called Is it Time for a Website Overhaul? for the TCA.  I presented a framework for the audience to objectively evaluate their website to see where they need improvement or if it was time for an overhaul.  Some of the key concepts we discussed were visual design … 
December 10, 2019September 22, 2017 by 
It’s the foundation of all of your marketing efforts.  Your first impression. The hub to all of your marketing spokes.  In my estimation, the most important, and most neglected of all. It’s your website.   Having a clean, well designed and modern website that performs its purpose, is intuitive to use and that supports your strategy … 
January 6, 2020October 18, 2016 by 
Shawn Cordner  10/18/16 We try to plan ahead but sometimes a client drops something in your lap at the last minute and you just have to roll with it.  That happened yesterday when one of our clients got a message about a webinar one of their vendors was holding today and they wanted to help … 
January 6, 2020October 5, 2016 by 
In our last post, we talked about how making your website the hub of your marketing will improve the effectiveness of your channel marketing efforts.  Another area to improve the performance of your website and online marketing is through the use of landing pages.  A landing page is built for a single purpose, usually to … 
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