Partnership
Juniper Networks had a complex challenge: deliver high performing thought leadership across a vast product portfolio without losing brand differentiation. Enter IMM.
Case Study
Juniper Networks
Breaking the B2B mold
Reimagining content value
Work
Juniper Networks, a leader in networking and cybersecurity, knew compelling content was key to engaging their diverse customers—but delivering personalized content across their extensive portfolio was challenging.
Balancing consistency and scalability, IMM found new opportunities across the customer journey to engage buyer teams. Then we built a content design system rooted in sophisticated experience design (UX) principles.
By carving out a unique thought leadership space and sparking authentic engagement, we positioned Juniper as not just another voice in the tech industry, but as an leading innovator driving meaningful conversations.
Outcomes
Our work differentiated Juniper Networks clearly, resonating deeply and engaging authentically with their modern buyer team audience.
The results were transformative, positioning Juniper Networks as a clear thought leader and change-maker in their category—forging a new path to engagement by building meaningful conversations across B2B teams.
“It took a tremendous amount of work to build the foundations to this point, seeing it launch and drive demand. Consistently amazing work. It’s been a game-changing partnership.”
Define
Facing the demands of modern B2B buyer teams in an AI-driven landscape, we evolved Juniper’s thought leadership strategy to capture emerging opportunities.
We conducted comparative research across the B2B tech sector to uncover unique insights into the buyer journey. This revealed a content niche that brings Juniper's storytelling to life for audiences—from C-level executives to technical teams—and spark conversations across entire buyer teams.
Design
We shaped a fresh user experience strategy and built the architecture for a new, modular content design ecosystem—wireframing and designing a library of templates with detailed documentation—to deliver a distinctive, scalable content experience for readers that sets Juniper apart with a competitive edge.
Deploy
We deployed the new content design system across Juniper Networks’ digital and print platforms with ongoing support to ensure its continued success and adaptability.
