Arketi Group, a high-tech business-to-business marketing and public relations firm, has been selected by Racemi to reposition the business system portability company.

The Arketi team crafted and executed a marketing strategy designed to reintroduce the company to enterprise IT purchasers. This included developing new positioning and messaging, elevating the brand design and creating a new online presence.

“Arketi’s proven track record with high-tech B2B companies was a strong selling point for us,” said Lawrence Guillory, vice president of Sales and Marketing at Racemi. “Our technology is complex. We needed a partner who could help us convey its advantages in a way that notably differentiates us from the competition, and Arketi made that happen.”

“Racemi is in a unique position within its market space. Their image-based mobility and virtualization technologies automate the provisioning of entire systems to dissimilar hardware, enabling a more reliable and cost-effective approach to disaster recovery, data center consolidation and resource utilization,” said Micky Long, vice president at Arketi Group. “With such a highly technical offering, the sales team needs messaging that clearly and simply articulates their key positioning so buyers quickly understand the benefits Racemi offers.”