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How a 15-year-old cybersecurity firm modernised its brand and grew organic leads 4x in 12 months.
Skillfi repositioned the firm, rebuilt its website, launched an SEO content engine and turned a dormant email list into a nurture program. It's what our fractional marketing service builds when great expertise is hard to find online.
Fifteen years of expertise, invisible online.
The firm protects mid-market companies in finance, healthcare and manufacturing, and had grown for 15 years on referrals and paid ads. But its brand looked dated, and its message, "end-to-end security solutions", sounded exactly like every competitor's.
The website was slow, ranked for none of the terms buyers searched, and rarely got the firm onto RFP shortlists. Eighty percent of leads came from paid ads, and each one cost more every quarter. The blog was updated a few times a year, and an email list of 9,000 contacts was only used for the odd event invite.
We had 15 years of real expertise and a website that made us look like everyone else.
CEO, client
Fix the message first, then build the engine.
More content wouldn't help until the firm had something distinct to say. We started with buyers, rebuilt the brand and website around what they valued, then created content that ranked and nurtured. Articles were written with the firm's engineers and reviewed by a fractional CISO, and nurture ran on marketing automation.
Positioning buyers remember
Thirty buyer interviews and a competitor messaging audit led to new positioning: security outcomes for teams without a full security department.
A 45-page site built to rank and convert
Industry and service pages, case studies and clear calls to action, with fast load times and technical SEO built in from the start.
An engine that ranks and nurtures
Four expert articles a month around buyer problems, gated guides that capture leads, a monthly newsletter and nurture sequences that hand engaged leads to sales.
Twelve months, step by step
From a dated brand and paid-only pipeline to an organic engine that brings in four in ten leads. Here's how the engagement unfolded.
- Month 130 interviews
Buyer research
Interviews with customers, prospects and lost deals, plus an audit of how every competitor described itself.
- Month 2Messaging guide
Positioning & identity
New positioning, a refreshed visual identity and a messaging guide for marketing and sales.
- Month 3–445 pages live
Website rebuild & launch
A new site with industry and service pages, case studies and technical SEO, launched with redirects to protect existing rankings.
- Month 56-email welcome
Email program live
List cleaned and segmented, a monthly newsletter launched and a welcome series built for every guide download.
- Month 5–114 articles a month
Content engine running
Topic clusters on compliance, ransomware readiness and cyber insurance, with expert articles and gated guides every month.
- Month 124x organic leads
Organic leads lead the way
Organic search became the firm's biggest lead source, at less than half the cost of paid.
Four workstreams, one consistent story
Brand, website, content and email were planned together, so every touchpoint told buyers the same thing and moved them one step closer to a conversation.
A clear message
- Outcome-led positioning
- Refreshed visual identity
- Messaging guide for sales
Built to convert
- Industry & service pages
- Case studies & proof
- Fast & SEO-ready
Built to rank
- Topic clusters on buyer problems
- Expert-written articles
- Gated guides & checklists
Built to nurture
- Segmented by industry & role
- Monthly security newsletter
- Welcome series & sales handoff
Twelve months later
Share of leads from organic search
Organic search went from an afterthought to the firm's biggest lead source.
Prospects now arrive having read three of our articles. Sales conversations start at a completely different level.
VP of Sales, clientGreat expertise, invisible online?
A fractional marketing lead will sharpen your positioning, rebuild your website and run a content and email engine that brings buyers to you. We connect it all to marketing automation and your AI CRM, so you can see what drives pipeline.
- Buyer research & sharper positioning
- A website built to rank & convert
- An SEO content engine
- Email nurture that hands leads to sales
30 minutes. No obligation.
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