Zinc Marketing

Your B2B marketing team that helps you focus your marketing for better results.

Corsa Security

It started as a messaging project but Zinc Marketing quickly became the outsourced marketing team for Corsa Security.

Zinc Marketing delivers impressive results for Corsa Security

When Corsa Technology first came to Zinc Marketing, they were a software-defined networking vendor looking to pivot. What started as a messaging project soon led to Zinc Marketing becoming the outsourced marketing team for Corsa Security. Since the re-brand, Zinc Marketing has developed the overall marketing strategy, delivered two major product launches, executed numerous demand generation campaigns and lead ongoing content marketing efforts from blogs to videos and white papers to sales presentations.


The Challenge

Initially, Corsa approached Zinc Marketing when they were struggling to develop a compelling message as the company pivoted from software-defined networking. They were also in need of some strong demand generation efforts to fill the pipeline. The success of both of these early projects quickly lead to Zinc Marketing becoming the outsourced marketing team as there were no internal resources to support ongoing efforts.

The Strategy

The foundation of the strategy was built on not only the new messaging but clearly identifying the key buyers and their journey. Once this was agreed upon, we rebranded the company as Corsa Security and launched a new website with lots of new content. Once that was done, we developed a marketing plan that focused on three key strategies:

Build awareness

Develop and curate thought leadership content that is promoted on social media and paid media.

Generate demand

Launch campaigns that target key accounts and the key buyers in them to generate MQLs and a pipeline for sales.

Enable sales

Create new content across the buyer’s journey to support the marketing campaigns and for sales enablement.

The Tactics

The re-brand involved a total revamp of the website and the creation of new content before the demand generation could really start. Through time, many marketing tactics have been used by Corsa Security to build awareness and drive demand for their solution. Here is a short list of the tactics, Zinc Marketing has executed for Corsa Security:

Content

  • Web site
  • Blogs
  • eBooks
  • White papers
  • Videos
  • Sales enablement
  • Product collateral

Media

  • Tradeshows
  • Webinars
  • Content syndications
  • Email marketing
  • Search engine marketing
  • Social media
  • Media relations

The Results

Clearly COVID changed every company’s marketing plans, we adjusted Corsa Security initiatives on the fly to become even more focused on digital outreach, with impressive results in three key areas:

Increase visibility

  • Web visitors increased 67%
  • 3x keywords in top 10 on Google

More leads

  • New prospects increased by 292%
  • 4.5x more MQLs

Better credibility

  • 513% increase in blog readership
  • Increased LinkedIn engagements

Zinc Marketing put us on the map as a network security company. Not only did they help us re-brand but they became our virtual marketing team that built our strategy and executed it. They have contributed to our success in more ways than I can count. I continue to be amazed at how well they know our business, our industry and our buyers. It’s never been easier to work with an agency that delivers marketing, which has a measurable impact!

– Carolyn Raab, Corsa Security

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