Kitecyber - Setting Up Inbound & Outbound Marketing Motion
Cybersecurity Company, SaaS
I joined Kitecyber as a Demand Generation Manager on October 2024. This is my first time to work in cybersecurity industry. At Kitecyber, I am responsible for setting up the inbound and outbound marketing function from ground up. Additionaly, I am also handling marketing automation sequences and drip email marketing sequences for the company.
The Results
+260%
Increase in Marketing Qualified Leads
+89%
Increase in Website Traffic
+43%
Growth in Organic Search Visits
+75%
Improvement in Conversion Rate
The Challenge
Despite possessing a robust product, Kitecyber didn't have any marketing motion in place. They had hired a lean sales team of 2-3 people but faced challenges in acquiring an adequate number of prospects and business opportunities. The official company website lacked positioning and messaging, despite a few pages that were getting some visibility.
They required a comprehensive demand generation strategy to:
- Position their products in key categories in cybersecurity industry;
- Capture already existing demand by SEO, Paid Ads, and Outbound emails;
- Attain more qualified leads and opportunities.
The Goals
In collaboration with the CEO & CPO of the company, I set the following objectives:
- Revamp the website with new positioning, messaging, and keywords for SEO.
- Increase the quantity of opportunities.
- Achieve a positive return on investment.
The Results
- Audience and keyword research: Conducted in‑depth analysis of buyer personas and Kitecyber's audience interests to guide campaigns.
- Advertising account management: Executed Google Ads
- Creation of ads and landing pages: Designed highly‑converting ads tailored to customer needs.
- Web analytics: Installed Google Analytics to monitor performance and attribute prospects/revenue.
- Integration with HubSpot: Tracked end‑to‑end customer journey via CRM integration.
- Optimization: A/B testing, data‑driven enhancements, and proactive improvements.
- Marketing automation: Implemented email flows & chatbots to nurture leads.
About Kitecyber
Established in 2023, Kitecyber provides a cutting‑edge hyperconverged endpoint security platform that assists businesses in elevating their security posture in remote/ hybrid/ BYOD security platform. The platform consists of 4 security modules: UEM solution, Data Security Solution, Internet & SaaS Security Solution, & a Zero Trust Network Access Solution.
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