Building global trust through partnership
Yealink, Worldwide
Yealink is a China-based global tech powerhouse which supplies communications technology to businesses all over the world. Like other mission critical enterprise systems, communications tools need to have a strong focus on privacy and security. The Yealink team knows that a trusted brand is imperative for competing in their segment, and came to The Walk for our help with positioning their brand as a leader in the enterprise communications security space.
The destination
Yealink needed a trusted partner to help build on their security messaging and around the data journey in enterprise communications, and approached The Walk via recommendation from Microsoft. We discussed how taking a leadership role in security could build trust and directly address some adverse perceptions of Yealink in the global market, as well as generating awareness for their enterprise communications management platform. Working closely with the team in China, we established the brief for a whitepaper that would demonstrate Yealink’s approach to securing communications and customer data, especially in the context of their partnership with Microsoft and recent adoption of the highly secure Azure platform for their device management solution.
The route
Our team worked with subject matter experts at Yealink and with technical content supplied by their team. We wrote and designed a whitepaper focused on best practices for security in enterprise communications, making it a useful reference for people interested in architecting secure communications systems. Simultaneously, it highlighted how Yealink – and in particular their YMCS device management platform – epitomised the most rigorous standards in secure systems. The paper included technical details about their recent move to Microsoft Azure, well known for its robust security posture, which created a positive brand association. It helped readers understand the key factors in enterprise communications information security, as well as building familiarity with the Yealink platform and demonstrating its effectiveness.
The Walk
By showing how Yealink understood the breadth and depth of the security challenge in enterprise communications, we helped alleviate customer concerns regarding data transmission and storage security. With the technical logic explained in a customer-centric context, we were able to demonstrate Yealink’s commitment to maintaining customers’ privacy and security, and show how they are aligned to stringent security standards. Leveraging the strength of their relationship with Microsoft, a global leader in secure enterprise systems, we created positive brand affinity for Yealink in addition to showcasing Yealink’s practical and highly secure solution for managing devices across the enterprise.
The whitepaper was used as a lead gen content marketing tool by the global marketing team, featuring on Yealink’s global website. It was promoted from their corporate LinkedIn account, generating excellent engagement, and even picked up and adapted by 3rd party website, Techzine, creating strong 3rd party validation and a significant boost to visibility.
The whitepaper was a smartly branded piece of technical thought leadership content
The Yealink global website featured the whitepaper for demand generation and lead generation
The asset was promoted on the Yealink’s social channels to help demonstrate their thought leadership position in security
The whitepaper was adapted by a third party site, Techzine, adding authority to Yealink’s position with third party validation and credibility
