Find out how Codi is helping a cybersecurity SaaS organisation, build a ‘lethal’ marketing team that supports them in reaching their growth goals. Read the customer story.
Leading cybersecurity software organization finds a lethal marketing team in Codi
Key results in 6 months:
From a standing start having never had an established marketing strategy before, the Codi team implemented and executed a multi-channel marketing strategy targeting Fortune 500 companies that delivered the following results in just 6 months:
- 16,000 website visitors
- 80 leads generated
- 48 demo requests
- $380,000 worth of pipeline generated in a single quarter
About the company
They are a US-based cybersecurity SaaS organisation whose platform helps cybersecurity professionals evaluate their cyber risk, make smarter decisions with their cyber investments and effectively communicate the true value of cybersecurity to business leaders and boards. They work with enterprise clients across the globe, including the likes of Chipotle and United Airlines.
The challenge
When they approached the team at Codi they were at the beginning of their marketing journey. They had worked with a variety of freelancers in the past, but had been disappointed by the output they received. They needed to find a way to effectively transition from a fragmented freelancer model to working with an integrated marketing team they could trust.
Initially, they needed support to develop and communicate their product messaging so that it resonated both internally and with their target audience. They needed help to align different departments and determine the clear, succinct value proposition they were taking to market. The freelancers they had worked with in the past had struggled to define and articulate the true value of their product leading to lacklustre marketing assets and disjointed content.
They knew that their current website wasn’t fit for purpose. It didn’t align with their brand identity or newly defined value proposition. They wanted to create a website that was a valuable asset and lead generation machine.
Ultimately, they needed to lay the foundations for a successful inbound marketing funnel and find a way to operationalise marketing activity. Any marketing strategy implemented needed to be scaleable and deliver against their growth goals.
The goals
They wanted to find an experienced SaaS marketing partner who could take the reins. A team that didn’t continually say what should be done, but just did it without getting bogged down in excessive strategy presentations or drawn-out project plans.
At the beginning of their engagement with Codi, they had several key marketing goals they were working towards:
- Establishing a consistent brand and value proposition that resonated both with the internal team and prospective customers.
- Building brand awareness
- Generating inbound leads and MQLs for the sales team
How Codi helped
The team at Codi slotted in alongside their management team, quickly understanding their industry landscape and the complexity of their ICP. Codi delivered a value proposition workshop resulting in aligned product positioning that formed the basis for ongoing marketing and sales activity. Codi assembled a custom team of B2B SaaS marketing experts including a CMO, content strategists, UI/UX consultants, designers, developers and paid media experts to support their growth.
Codi incrementally improved their website, “taking it from a 5/10 to a 9/10 (always room to improve)”. Their core value proposition is now front and centre and the customer journey is optimised to guide prospects on their journey from discovery to customer. Gartner recently reviewed the new site and agrees that it now communicates a clear value proposition and is well structured. The team at Codi also set up their HubSpot and marketing reporting dashboards so progress could be tracked effectively over time against business growth goals.
We launched a tailored SEO and content strategy to enable their organic growth and build their top-of-funnel presence. As part of this, we produced a series of guides targeting their key personas to be distributed via social media, email marketing and paid advertising. Their website now ranks organically for over 450 relevant keywords (up from 71) and has attracted over 16,000 visitors in just 6 months.
Since the launch of their new website, which targets Fortune 500 companies, Codi has generated 80 leads and 44 demo requests. We continue to engage these leads through ongoing monthly newsletters and lead nurturing campaigns.
With the flexibility that Codi provides, they were able to scale their marketing activities over 6 months. Initially, Codi supported with content marketing, SEO, email marketing and social media.
Codi supported them in identifying which marketing channels were their key growth levers and rapidly implementing learnings as an early-stage start-up. As a result, the scope of their work with Codi has changed and developed over time. It now includes event support, personal branding, product marketing and paid media, as well as content marketing, organic social media, email marketing and website management.
The results
Over the past 6 months, the Codi team have thoroughly enjoyed working with this customer and we are extremely proud of the journey so far. Most importantly, their team seems to agree…
“We feel like we’re building a lethal marketing team with Codi. They’re quickly becoming experts in the nuances of our product and industry and this is translating into the quality of the content and communications we’re putting out” – CEO
“They’re flexible and responsive to our needs and always able to keep up with the breakneck speed we’re moving at. After several disappointing engagements with freelancers, we’ve finally found a team that we trust to help us scale our marketing operations.” – CEO
“Working with the team at Codi is completely different to working with a classic marketing agency. They’re not billing by the hour and saying ‘that isn’t our job’ – They truly muck in and work alongside the team to successfully grow the business” – VP Operations
What’s next?
As we continue working with them, we firmly believe that with their trust in us and drive to grow, combined with our marketing expertise, the sky’s the limit. With their product offering, website and market reach all expanding, the team at Codi are continuing to work alongside their management team to support this next phase in their growth.
If you’re a B2B SaaS organisation looking to establish solid marketing foundations, grow your brand awareness and start driving revenue through marketing, speak to one of our experts to get started.
Transform a pipedream into pipeline with Codi