Zinc Marketing becomes their virtual marketing team and delivers impressive results
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 virtual 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 virtual 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, there are very few, if any, marketing tactics that have not 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:
- Web site
- Content from blogs to eBooks and white papers to videos
- Sales enablement
- Tradeshows (physical and virtual) and webinars
- Product launches
- Lead generation and nurture
- Email marketing
- Search engine marketing (paid and organic)
- Social media (LinkedIn and Twitter)
- Media and analyst relations
The results
While 2020 clearly changed every company’s marketing plans, we adjusted Corsa Security initiatives on the fly to become even more focused on digital outreach. The results were impressive in three key areas:
- Increased visibility
- Web visitors increased 67%
- 3x more keywords in top 10 on Google
- More leads
- New prospects increased by 292%
- 4.5x more MQLs
- Better credibility
- 513% increase in blog readership
- Significantly increased LinkedIn followers and engagements