Demand-gen is stuck in a silo.
Enter growth marketing.
We help you build and evolve a growth marketing strategy across diverse channels, strategies, and tactics. We’ve navigated the cybersecurity acquisition and retention seas for many a year, successfully forging entry into high-intent revenue-generating streams that are scalable and predictable.
Channel Evaluation
We help you evaluate your acquisition channels by providing detailed analysis and insights into the complex cybersecurity buyer journey. Optimize your marketing strategies and effectively target potential customers at each stage of the purchasing process.
Investment Prioritization
Get expert advice on how to prioritize marketing spend using data-driven insights and analysis on the performance of different growth marketing programs. Learn how to effectively allocate resources and focus on the initiatives that will drive the most acquisition and retention of customers. We help you build forecast models based on historical KPIs and industry benchmarks that bring clear retrospective guidance of your most efficient marketing investment avenues.
Defining Growth Metrics
Track and benchmark your performance by providing ongoing monitoring and analysis of key north star metrics across growth programs. Make data-driven decisions based on SaaS Cybersecurity benchmarks to optimize your strategies for maximum impact and return on investment. Charging beyond the vanity metrics, we guide marketing leaders to embrace business SaaS metrics like CAC Ratio, Rule of 40, and Net Dollar Retention with model guidance to track burn rates and EBITDA while still achieving cash, CAC, or S&M spend goals.
Program Strategy
We help cybersecurity vendors craft growth marketing programs strategically tailored to their specific security solution space, ideal customer profiles (ICP), target market, price points, and sales cycles. By leveraging our expertise in market research, lead generation, and demand generation tactics, we can help accelerate the sales pipeline, increase brand awareness and drive revenue growth.
Vendor Selection
We can help you effectively identify and select experienced industry vendors that can provide valuable lead acquisition opportunities across a diverse security community audience. From CISO roundtable events like Evanta to infosec hacker cons like B-Sides, from sponsored ISF webinars to Dark Reading content syndication. We’ve built the relationships, we understand the buyer personas, and have implemented and successfully executed hundreds of campaigns.
Value Forecasting
We help marketing leaders bridge the gap with finance by providing a distinct method for translating marketing investments and success into the data points and financial statement implications that finance cares about (ROI). This is important to ensure that the strategic aspects of marketing are well-supported in the presence of stakeholders who may be skeptical, and who are accustomed to seeing more specific projections and quicker returns on investment.
Where we add value
Own your growth trajectory
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Growth marketing, in contrast to traditional marketing methods that concentrate on increasing brand recognition and reaching a wide audience, is focused on achieving measurable results. This approach involves continually experimenting with new ideas and using data to evaluate their success. If a tactic is not working, growth marketers will quickly move on to another approach. The ultimate goal of growth marketing is to acquire and retain customers efficiently, by focusing on three key areas: acquisition, activation and retention, which together create a positive cycle of growth. It is a crucial strategy for businesses looking to expand. By utilizing data to identify effective marketing strategies and optimize campaigns, growth marketers can continually drive growth for a business. In today's data-driven world, businesses that adopt growth marketing will be more likely to thrive.
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When a business is just starting out, small changes in customer acquisition or retention can lead to large increases in revenue. As the business grows, the same changes in customer acquisition or retention may lead to smaller increases in revenue. This is because as the customer base increases, it becomes more difficult to achieve the same percentage growth in revenue
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When working in a role focused on growth, it is essential to have a thorough understanding of how your product develops so that you can attract more customers to it. Your skill in creating both specific growth loop models and broader, comprehensive growth models is crucial for shaping your growth plan. In a growth team, the ability to adapt your product and marketing strategies to fit the constantly evolving distribution and engagement channels is vital for driving acquisition, retention, and revenue. Using the wrong channel strategy, such as using paid advertising for a product with a long and uncertain return on investment, will result in unsustainable growth and poor business outcomes.
