Strategic Rebrand & Go-to-Market Campaign for Covail
Description
Covail, formerly Columbus Collaboratory, is an AI and cybersecurity company that delivers solutions to enhance operational efficiency and safeguard enterprise systems. As the company shifted from a regional, locally known entity to a nationally focused player, they needed a bold rebrand and strong go-to-market strategy to position themselves for aggressive growth—and eventual acquisition.
They partnered with Intero Digital to achieve just that.
Challenge
Covail faced several core challenges that limited their market reach and growth:
- A dated name and identity tied to a local market
- Unclear positioning in a rapidly growing and highly competitive space
- No national visibility or messaging tailored for broader B2B audiences
- A sales team lacking the tools and content to effectively close deals
- No structured go-to-market strategy to generate inbound leads
Covail knew that to grow—and ultimately position for a strategic exit—they had to transform their brand and marketing engine.
Solutions
Intero Digital led a complete transformation of Covail’s brand identity and go-to-market approach, in collaboration with their executive steering committee. Key initiatives included:
1. Brand Strategy & Identity Creation
- Rebranded from “Columbus Collaboratory” to “Covail” with a focus on national relevance
- Created a bold, unique brand identity that stood out in the crowded cybersecurity and AI space
- Crafted new positioning and messaging aligned with enterprise buyer needs
2. Website and Marketing Collateral Overhaul
- Built a new, conversion-optimized website showcasing Covail’s capabilities in AI, automation, and cybersecurity
- Developed tailored content and messaging for key personas and industries
3. Sales Enablement & Lead Generation
- Equipped the sales team with compelling sales decks, one-pagers, and case studies
- Created inbound marketing strategies to generate qualified leads
- Helped align marketing and sales for greater efficiency and effectiveness
Impact
- Rebrand fueled Covail’s national expansion and visibility
- Doubled revenue year-over-year during critical growth periods
- Fully equipped sales team drove new market penetration
- Acquisition by $250M cybersecurity firm GoSecure in 2021
By developing a market-ready brand and sales strategy, Intero Digital helped transform Covail into an attractive acquisition target. The success of this engagement underscores how comprehensive brand and strategy alignment can drive not only market penetration, but also meaningful business outcomes like acquisition.
