When FORT first approached us, they had a clear mission: to grow their presence and reach medium-sized businesses with their cybersecurity services. The goal was ambitious, but they were ready to invest in building brand awareness, generating leads, and creating a marketing engine that could support their sales team. We worked closely with them over the next six months to make this vision a reality.
The Challenge
FORT’s cybersecurity expertise is extensive and encompasses many areas. They offer services like the Security Operations Center (SOC), Risk Identification and assessment, and 24/7 Incident Monitoring and response. However, they face a common challenge: breaking through the noise to connect with decision-makers in IT, network security, healthcare, and financial services. Their target audience is niche yet critical: businesses that need robust cybersecurity solutions but often underestimate the urgency until it is too late.
Adding to the challenge, FORT’s marketing had traditionally been more relationship-driven, relying on personal interactions rather than mass outreach. While this approach has worked well in certain areas, this type of marketing makes it hard to scale. They needed a plan to create awareness, generate leads, and effectively support their sales efforts without overwhelming their internal resources.
The Solution
We started with the basics: identifying low hanging fruits and then establishing the right mix of marketing activities to deliver results quickly while laying a foundation for long-term growth. Our strategy revolved around three core pillars:
Events ➡️ We developed a series of webinars targeting medium-sized businesses. These events showcased FORT’s expertise and provided valuable insights to their audience. On the other hand, the FORT team was attending industry events in Romania, UK and Singapore.
Organic social media ➡️ Social media became a key channel for FORT’s outreach. We focused on LinkedIn, where their decision-making audience was. This included paid campaigns and organic posts highlighting FORT’s team, expertise, and this was doubled with efforts from the FORT team to directly reach target audiences.
Brand building ➡️ We worked on making FORT’s communication and visuals feel like one strong, recognizable brand. Whether a LinkedIn post, a webinar invite, or a landing page, had a consistent voice and look. The idea was simple: no matter where someone came across FORT, they’d know exactly who they were and what they stood for.
With the strategy in place, execution began in earnest. Over six months, we:
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Hosted five webinars ➡️ These events, including one in partnership with the Romanian American Chamber of Commerce, attracted over 308 registrations. We ensured each webinar reached the right audience by leveraging FORT’s existing networks and new outreach became leads to be nurtured by the sales team.
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Increased reach ➡️ Through a combination of paid and organic efforts, LinkedIn impressions soared to 154,000, with over 4,100 clicks. Posts showcasing FORT’s team and their stories drove the highest engagement, proving that authenticity resonates. Audience targets were IT, cybersecurity, and finance decision-makers, driving significant traffic to FORT’s landing pages.
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Grew the database ➡️ Starting from 0 and gathered hundreds of contacts via ABM efforts and webinars who will be targeted with future communications.
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Increased FORT’s brand awareness ➡️ Compared to the previous year, FORT’s website saw a 494% increase in traffic during Q3 and Q4, with growth across all channels: direct, email, organic, and paid.
The Results
The numbers were impressive, but FORT's real success lay in the connections it built. Its webinars sparked meaningful conversations, with Q&A sessions lasting over 20 minutes and attendees following up with questions after the event.
Social media became a hub for engagement, as posts featuring the team’s achievements and events reached thousands of professionals in their target industries.
This newfound visibility translated directly into leads. The sales team now had a database of warm contacts to nurture, many of whom had already shown interest through webinar participation or LinkedIn interactions. This shift to scalable, data-driven marketing was transformative for a company that had previously focused on one-to-one outreach.
The journey with FORT over the last six months has proven the impact of a well-crafted marketing strategy. By combining creativity with value-driven tactics, we helped them achieve measurable growth and set the stage for even greater success in the future. And this is just the beginning.
