CHALLENGE
Peloton Cyber Security was a start-up, that brought to market a unique and refreshing approach to cyber security. Their approach started with people and business context, rather than tools and technology, to help 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 built cyber-resilient organisations and better positioned 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 communications platform but were struggling to find an agency partner that could truly understand the Peloton difference and their vision, and lead the strategy and implementation of their go-to-market communications.
STRATEGIC SOLUTION
We started with a deep dive into 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
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 engagement rate is 3.16%)
- Positive indicators around the success of our teaching approach and unique narrative, including favourable feedback amongst clients, prospects, partners, recruiters and employee
- 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 evolve the strategy, narrative and content assets with a focus on cyber security for Industrial Control Systems and Operational Technology.