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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
CXO Advisor
SaaS Cybersecurity Managed Security Solution 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 the sales.
Unfortunately, utilities, governments, and commercial enterprises at the time often underestimated the economic and safety hazards posed by cybercrimes, ransomware, and data security breaches. The company’s marketing team faced a litany of challenges:
- Piecemeal marketing failed to deliver a steady stream of warm leads
- Dealing with contacts lacking decision-making authority wasted resources
- No clear value proposition limited prospects’ progression through the sales funnel
- Little urgency on the part of the security MSP’s primary market segment
- 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 double the number of highly qualified sales leads generated compared to pre-campaign totals. The company’s salesforce devoted more of their time and resources to nurturing these promising leads thanks to Assert Digital’s lead-qualification service. Lower-likelihood customers were placed in an automated marketing project designed to move them through the funnel and ready them for sales professionals to close.
The campaign was so successful in creating a sustainable growth strategy SaaS prospecting and closing process that the company was acquired within a year of the conclusion of Assert Digital’s campaign.
Assert Digital can deliver similar sustainable results through our on-point messaging, tailored strategies, and marked-oriented brand management.
ASSERT DIGITAL SERVICES MOBILIZED
B2B Brand Systems
B2B Demand Generation
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