Case study

A Cybersecurity Company

The challenge

During the 9-month engagement, the client had 3 CEO leadership changes, 2 CRO changes, and sudden resignation of the SDR manager.

The existing marketing team was reduced from 5 to 3 due to departures.

The understaffed team lacked the capacity (and in some cases the capability) to fix Marketing's under-performance.

Overall lagging revenues meant increased pressure from the board

The Cortado Group solution

Buyer Personas

Buyer personas were developed and implemented into the marketing team.

New Corporate Identity Standard

A completely new corporate identity standard and brand messaging was developed and launched.

New Website

Simultaneously, a new website was launched on an entirely refreshed instance of WordPress.

Budget Waste

Budget waste was removed, and every under-performing agency was also removed.

Lead Scoring

Lead scoring was implemented along with a weekly nurture and content marketing campaign.

Pilot Campaigns

Several pilot campaigns were run to improve the end-to-end system.

Pricing

Pricing was restructured and implemented into the field as per new territory designs.

Results

22%

ASP Uplift

Initial budget cuts were 48% while lead: funnel metrics improved over the same period.

Marketing Qualified Leads (MQL) to Sales Qualified Leads (SQL) rose: from 4.8% to 9.9%.

The Sales Development Rep (SDR) team weekly: performance improved in the second half of the year. The weekly average appointments booked increased 33%.

Overall, ASP increased from $90K to $110K and sales cycle length decreased from 122 to 95 days resulting in higher value deals generated: by Marketing.