Peloton Cyber Security

CHALLENGE

Peloton Cyber Security launched in September 2021 bringing to market a unique and refreshing approach to cyber security. Their proven process starts with people and business context, rather than tools and technology, helping leaders to better understand how to protect what matters most and ultimately find their own sweet-spot between acceptable risk and cyber investment – all backed by transparency. This in turn builds cyber-resilient organisations and better positions them to accelerate transformation, optimise productivity and drive competitive advantage.  

The team at Peloton wanted to articulate their message and offering in market with a strong communication platform but were struggling to find an agency partner that could really understand the Peloton difference and their vision, and lead the strategy and implementation of their go-to-market communications.  

STRATEGIC SOLUTION

We started by doing a deep dive of the competitor set, market context and audience needs which led to the strategic proposition of ‘Make cyber your strategic advantage.’

From here we mapped a detailed GTM plan focused on teaching our audience how they could side-step the noise, fear, and uncertainty and turn cyber into their competitive advantage This was particularly relevant as several Australian corporate giants were cyber-attacked as we prepared to go live.

Our plan covered channels, content and experiences to spark interest, engage and educate our audience and lead them to us when they were ready. Over an 8-week period, we built the following foundational content assets to support the launch phase:

• Website
• 2 x educational eBooks
• 1 x solution guide
• 2 x video and written customer stories
• Nurture communications and sales tools

View launch content

OUTCOME

• Strong traffic and site engagement particularly from organic search, with an average click through rate of 15.4% (average CTR for B2B search traffic is 2.41%)
• 400% growth in LinkedIn followers, click through rates from organic posts up to 7% (anything above 4% is very strong for B2B) and engagement rates of up to 18.13% (average EGR is 3.16%, not specific for B2B)
• Positive indicators around the success of our teaching approach and unique narrative, including favourable feedback amongst clients, prospects, partners, recruiters and employees.
• Strong lead acquisition at events including CRESTCon and AISA
• Strong sales pipeline (750% increase in revenue from 2022 to 2023)

Following the success of the launch, Rocket Science continued to support Peloton Cyber to grow the strategy, narrative and content assets with a focus on cyber security for Industrial Control Systems and Operational Technology. 

About the launch, Scott McKean, Peloton Cyber CEO said:

“It has been so awesome working with Mel and the Rocket Science team, who have put in so much effort, passion and drive to bring our brand and people to organisations that we can create value for. Despite so much to do in these early stages, having Mel in our corner makes us feel like everything will be alright. The strategic influence and direction that Rocket Science have brought to articulate our message in such a sophisticated way to a market that needs as much support as it can get, shouldn’t be underestimated. I am very humbled and grateful for the contribution Rocket Science has made to our business.”