FORT wanted to attract more leads to promote its incident response services, targeting SMEs in the non-banking financial sector (insurance, brokers, fintech, etc.). The audience was selected based on its shorter sales cycle and its representation of a segment that FORT had not fully covered through its other sales and marketing activities.
In this, we tried to go after “low hanging fruit,” identifying the target audience most likely to convert quicker. This would build confidence in marketing, strengthen the relationship between marketing and sales, and give us leverage to expand on future strategies to generate leads. It would also give the sales team a database of warm leads.
FORT’s mass marketing activity had been limited before the webinar development (the company favored personal interactions over mass outreach), so the market awareness wasn’t very high. Plus, they didn’t have a database of contacts with whom they communicated frequently. Luckily, we could use the database generated by the group they were part of, Bittnet, which was GDPR compliant and part of the target audience we identified.
Because we were aiming for “quick wins,” we proposed organising a webinar named “Cybersecurity for SMEs - When it’s a must, not a maybe.” In this webinar, we also asked a FORT client to share their insights into how they used FORT’s Cybersecurity services.
Stoica was in charge of the entire project management and marketing of the webinar - from setting the platform to coordinating communication within the group (Bittnet), marketing for the speakers’ audiences, and marketing through paid and organic channels. Stoica also managed the webinar's on-the-day flow with the speakers and sent the post-event follow-ups.
The marketing campaign included:
The project spanned over 6 weeks and included 3 people - a PM/general marketer, a digital ads specialist, and a content marketer.
The webinar generated 106 registrations, 48 of which attended (45% conversion rate, which aligns with international averages for webinars). To generate traffic to the webinar landing page, we proposed a marketing budget of 1,000 EUR for LinkedIn and Facebook ads.
The website received 600 new visits during the campaign period, and the social media accounts saw an increase in engagement and reach from a combination of organic posts and paid ads. Given that the target market was quite limited, this was a positive result that helped increase FORT’s awareness.
During the webinar, the Q&A section lasted for 20 minutes, with questions coming from 5 attendees.
We started skeptical about what an external agency could do, but by the end of our first webinar, we were convinced we wanted to work with the Stoica team again. They took care of everything - from creating the webinar structure to creating the assets and organizing everyone involved so things happen on time and as planned. The main thing that we valued was the consistency and follow-through for every action and decision we took in the preparation of this webinar.
Seeing a good attendance of people asking questions and being interested in the webinar discussion was great. We were impressed with their planning and attention to detail, so we've decided to trust them with a more significant part of our marketing strategy going forward.Andrei Resmeriță, Chief Revenue Officer, FORT
FORT is a cybersecurity provider that offers a comprehensive range of customized cybersecurity services, including a Security Operations Center (SOC), Risk Identification & Assessment, Penetration Testing, Security Assessments & Audits, 24/7 Incident Monitoring & Response, and more. It is part of the Bittnet group and was listed on the BVB Aero stock exchange in 2024.