Background

Inseego Corp. is the industry leader in 5G Enterprise cloud WAN solutions with millions of end customers and thousands of enterprise and SMB customers on its 4G, 5G and cloud platforms. Inseego’s 5G Edge Cloud combines industry’s best 5G technology, rich cloud networking features, and intelligent edge applications. Inseego powers new business experiences by connecting distributed sites and workforces, securing enterprise data and improving business outcomes with intelligent operational visibility—all over a 5G network.

Although widely known and publicly traded, Inseego is in a field of other established legacy global competitors and had negative earnings reports for over a year. Additionally, Inseego has pivoted its direction from pure hardware to a focus on a software solution that blends the best of 5G and edge cloud. The company has a new CEO and a sharpened focus on channel and key partners. To promote awareness of these new initiatives and to amplify differentiation, other positive factors and increase the company’s market standing, Inseego hired Karbo Communications as the U.S. agency of record in December 2021. Inseego selected Karbo Com based on the team’s strategic prowess, proactive and creative approach to PR, proven track record, ability to elevate thought leaders and increase brand awareness with earned awards and speaking opportunities.

Objectives

• Raise Inseego brand visibility, differentiation and leadership globally with an emphasis on new software based solutions
• Cultivate cross-industry respect for the brand’s history and key innovations
• Drive effective message delivery to raise awareness of new products and generate sales and new partners
• Increase thought leadership for the Inseego executive tea

Execution

Karbo Communications hit the ground running, offering strategic counsel and teaming up with Inseego and its partners on various media campaigns, product launches, award opportunities and speaking panels at key events. Simultaneously, the agency began pursuing a thought leadership program that involved bridging the digital divide, enterprises finally realizing the promise of 5G and IoT, and new product launches to related verticals and channel press. Karbo Com also began securing contributed articles and introductory interviews with top journalists to amplify global market awareness.

The agency worked with Inseego to leverage the innovative offerings to drive thought and market leadership, leading to a number of proactive media campaigns tied to timely industry news and events. As the COVID-19 crisis hit around the world, the agency saw an immediate change in tone and conversation on the rise of remote work and the need for connectivity and security. Karbo Com identified key press and analysts for enterprise challenges among remote and distributed teams with the debut of SD EDGE. Within less than a month, the agency conducted aggressive media outreach, garnering 17 earned media placements in networking and technology press, 12 analyst briefings, and bylines in key verticals.

Karbo Com also drove various partnership campaigns for Inseego, most recently for CyberReef during October 2022 cybersecurity awareness month. Karbo Com worked side-by-side with the Inseego and CyberReef team to secure embargoed news results in the following sampling of publications including VentureBeat, Security Boulevard, ComputerWeekly, and Light Reading.

In July of 2022 Karbo Com worked with Inseego to announce MiFiX PRO 5G with key reviewers, garnering interest from Rob Pegarano, David LeClair, and Chris Dunphy. As a result, MiFiX PRO secures best in class coverage from reviewers in outlets such as NYT Wirecutter, PC Mag, Gadgets Now, Tom’s Guide, etc.

Results

Within the first nine months of working together, Karbo Com secured a total of 100 plus unique articles, totaling 1,655,169,331 impressions.

Specifically, the agency increased earned media coverage for Inseego in top business, and technology publications including The New York Times, Forbes, VentureBeat, Forbes, Fox26, Barron’s, Network World, Lifewire, PC Magazine, NetworkWorld, InformationWeek, Popular Science, Datamation, Tom’s Guide, Light Reading, etc. The agency also worked to bolster Inseego’s awareness with key analysts, securing briefings with top firms like Gartner, Omdia, ESG/TechTarget, EMA, and Dell ‘Oro.

In 2022, Inseego was named a winner in STL Partners: 100 edge computing companies to watch in 2022, Compass Intel Award, Mobile Breakthrough Awards: “Commercial 5G Solution of the Year” (WAN category). Inseego experts have spoken at MPLS SD & AI Net World Congress, Connect X,5G MENA and SD-WAN & SASE Summit 2022.