Company: eTelemetry
Contact: Ermis Sfakiyanudis, CEO of eTelemetry
Location: Annapolis, MD
Industry: Internet technology, B2B
Annual revenue: Confidential
Number of employees: 20

Quick Read:

US businesses stand to lose over $1 billion in combined productivity every year during the live Internet broadcast of the NCAA March Madness tournament, according to estimates from Challenger, Gray & Christmas, an outplacement consulting firm headquartered in Chicago.

That's a statement that would make the average company executive stop and take note. And that's exactly what Annapolis-based eTelemetry counted on when it used that statistic, along with some careful product positioning and the endorsement of a satisfied client (both of which helped to rein in privacy concerns), to pitch its Metron product as an employee-monitoring solution capable of curbing such loss during March Madness and otherwise.

The pitch succeeded in garnering the attention of The Washington Post, Inc.com and Fast Company, among others—a total readership/audience of over 24 million—in turn leading to a 69% boost in the company's Web traffic.

Challenge:

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