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SaaS Cybersecurity Managed Service Provider Doubles Its Sales Qualified Leads
“Assert Digital ran all marketing. Their skill set has been a perfect match for an entrepreneurial company seeking to grow new customer acquisition in a timely manner. ”
Tom Ayers
CEO
SaaS Cybersecurity Monitoring Service Provider
“Assert Digital ran all marketing. Their skill set has been a perfect match for an entrepreneurial company seeking to grow new customer acquisition in a timely manner. ”
Tom Ayers CEO
CXO Advisor
SaaS Cybersecurity Managed Security Solution Provider
INCREASE IN SALES LEADS
Through consistent, integrated monthly prospecting campaigns.
LESS TIME INVESTED
By sales reps in nurturing “non-sales-ready” leads
EMAIL TOUCHPOINTS
Delivered to persona-specific audience segments over 12 months.
- Challenge
A leading utilities-focused cyberthreat monitoring managed service provider needed to collect more and better-qualified sales leads and develop coordinated marketing collateral and sales outreach tactics to close more with less effort their small in-house sales team.
Their target market of municipalities and utilities often underestimated the economic and safety hazards posed by cybercrimes, ransomware, and data security breaches. This passivity was compounded by the limited investment the company had made in marketing up to that time presenting key challenges like:
- Piecemeal marketing efforts failure to deliver a consistent message to educate the target market around the risk and importance of finding a solution for security threats
- Lack of inbound leads aligned with the ideal customer profile
- The "nice-to-have" value proposition limited prospects’ progression through the sales funnel
- Outdated website and social presence made communicating a cohesive value proposition impossible for outbound sales team members
- Solution
Assert Digital diagnosed the problem as a need to educate the target market and demonstrate the benefits of the company’s cybersecurity SaaS software and monitoring services among large municipal utilities, put “ready-to-buy” prospects in contact with in-house sales professionals, designate other contacts to more automated marketing efforts to elevate them to sales-ready status, and give the sales team the tools they needed to convert prospects into clients.
We accomplished this through a complete rebranding, audience segmentation, and outreach campaign:
- Interviewed the company’s subject-matter experts and key account executives to understand and articulate the service’s advantages.
- Converted these benefits into content marketing SaaS selling points used in messaging
- Refreshed the company’s website and brand design, aligning them the new messaging and firm image
- Segmented thousands of company contacts by persona and sales readiness
- Incorporated the new design and messaging into monthly outreach to the personas and companies deemed most likely to purchase the service over the next several months
- Delivered nearly 900 customized automated email messages over the course of the campaign.
These efforts all pointed to one specific outcome: driving utilities to sign up for a 90-day trial of the company’s software and monitoring service.
- Results
The marketing campaign resulted in a 200% increase in the number of sales accepted leads. Additionally, the sales team saved on average 60+ hours a month by leveraging sequence automations to nurture non-sales ready leads using automation.
As these leads matured over time tracked by the lead scoring model we implemented, the sales team was automatically notified and a task was created to perform follow up. This scalable process resulted in an additional 35% increase in sales qualified leads over 6 months.
These scalable processes and campaigns improved the sales motion and systematized the marketing process. The company has since been acquired by the market leader.
ASSERT DIGITAL SERVICES MOBILIZED
B2B Brand Systems
B2B Demand Generation
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