Since its inception, Marathon Technologies has been a leader in fault tolerant and high availability solutions for Windows-based environments. However, the market size was limited and didn’t provide Marathon a large enough opportunity to scale to an enterprise–class software company. Racepoint Group identified a trend that would catapult Marathon into one of the hottest technology sectors in the last decade – virtualization. As this white hot market began to take shape, there existed a unique opportunity to position Marathon as the only company able to address the primary barrier to mainstream adoption of virtualization technology – the lack of true high availability in virtualized environments.

Racepoint Group worked with Marathon to re-engineer its positioning and to create a global thought leadership campaign to support the company’s virtualization strategy. The theme was v-Available.

After launching the v-Available campaign, Marathon was quickly positioned by industry analysts and media as a true player in the virtualization market. Racepoint’s efforts resulted several key successes in a short period of time. Marathon was recognized by leading IT publications Network World and CIO as a “Top 10 Virtualization Company to Watch in 2008.” Marathon was also awarded “Best of Show” in the "New Technology" category at the most prestigious virtualization conference, VMworld.

Since propelling Marathon into the virtualization space, the company’s media coverage has increased five-fold in top-tier news outlets including InformationWeek, CRN, Virtual Strategy Magazine, TechWorld UK, CIO, Network World, NECN, eWeek and VMblog.com.