Learn how Goodway Group launched a global brand awareness initiative that helped a new cybersecurity brand stand out in a crowded industry.
When you pair top-of-the-funnel awareness with the right customer journey, you can increase conversion rates, decrease costs, and ultimately, drive more qualified leads.
increase in movement from customer awareness to consideration
increase in programmatic conversion rate
decrease in cost per engaged target account
Our client launched Trellix — a new brand in the highly competitive space of enterprise cybersecurity.
Trellix needed to stand out in a niche industry that was already crowded with established leaders like Microsoft and Cisco.
Knowing this, Trellix’s’s first goal was to create a scroll-stopping brand voice that established an even stronger brand awareness.
Their second goal was to create measurable growth that allowed Trellix to pivot into a full demand-generation strategy with an account-based focus.
At launch, our team used awareness-centered media channels to make it seem like Trellix was everywhere.
Through targeting frequency focused on unique reach and backed by media optimizations, we carefully planned the way customers were exposed to Trellix.
Within our targeted audiences, we built several personas that helped us define and deliver premium inventory content based on location.
Finally, we tied media metrics with business-level objectives to give Trellix a full-picture understanding of what was most effective.
Within three months, Trellix’s brand launch overachieved unaided brand awareness goals by 33%.
The audience segmentation and targeting strategy we developed drew users in at scale — more than doubling the traffic forecast.
Target audiences who were shown Trellix increased consideration by 268% and programmatic conversion rates by 119% when compared to those who weren’t exposed to media.
Finally, our work laid a benchmark foundation that would be instrumental as awareness objectives morphed into more sales-focused ones through the addition of account-based marketing (ABM).
We worked with Goodway from the very beginning of our brand launch to establish a baseline of brand health and equity metrics. As a new brand seeking to stand out in a crowded industry, Goodway's understanding of the B2B technology landscape and its use of data to deliver results were huge selling points.
Brett HannathChief Marketing Officer, Trellix
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