Razor Technology
Transforming Brand Clarity and Digital Visibility for a Modern IT Services Firm
01
The Situation
Razor Technology is an IT managed service provider helping clients stay competitive, scalable, and secure. Despite strong client results, Razor needed a cohesive brand identity, clearer messaging, and higher visibility to attract new clients and strategic partners.
02
The Insight
Technology buyers respond to firms that communicate trust, reliability, and forward-looking expertise. Razor’s technical excellence could be better positioned to educate prospects, influence complex buying decisions, and support long-term client relationships.
03
The Strategy
We developed the brand platform “Delivering Digital Confidence,” emphasizing Razor as a trusted partner that simplifies IT, minimizes risk, and enables growth. The narrative highlighted Razor’s deep expertise while demonstrating approachability, collaboration, and value for multiple stakeholders.
04
The Activation
Hanlon refreshed Razor’s brand identity, redesigned their website for usability and SEO, and launched content programs to educate prospects and partners. We also developed and marketed Razor’s Edge, their signature annual conference, via landing pages, email campaigns, and social graphics – driving attendance, sponsorships, and market credibility.
05
The Impact
- Website audience grew over 70%, with 83% of traffic coming from organic and direct sources.
- Razor’s Edge conference attendance and engagement increased year-over-year.
- Marketing efforts strengthened market authority and positioned Razor as the go-to IT partner for complex solutions.
- Long-term relationships and referral opportunities increased as prospects and clients experienced clear value, expertise, and reliability.
70%
growth in
website audience
YOY
Increase in annual
conference attendance
83%
of website traffic from
organic and direct sources
Working with Hanlon as our fractional marketing team gave us the strategic leadership and execution we needed to grow. They helped us define our brand, strengthen our digital presence, and build marketing programs that connect with the right audiences. The impact on our visibility, conference growth, and pipeline has been significant.”
George Sucher
Managing Partner & Co-Founder
