Award-winning cybersecurity: how FullProxy increased revenue by 135%

Challenge

As an SME, FullProxy didn’t have any senior in-house marketing resources and had not previously invested in strategic marketing. The team had created a logo and website and trialled ad-hoc activities such as events and PPC advertising, but nothing seemed to be delivering solid results. An existing marketing agency was billing for their services monthly but not providing demonstrable value. FullProxy’s sales team were not working in alignment with the marketing co-ordinator, so sales efforts consisted mainly of cold calling and tactical outreach, which were proving increasingly wasteful and ineffective in a sales-weary cyber security marketplace.

FullProxy’s brand messaging was also not communicating their real value consistently. Originally positioned as a tech reseller, it was clear that FullProxy’s consultants were providing additional value to customers through their optimisation and strategy services; these services are also higher margin than a straight resell. This consultancy and service value was undermined by the company’s low margin, undifferentiated positioning.

With the volume of cyber attacks increasing dramatically in the UK over the past decade, demand is continually rising for trusted advisors who can provide effective solutions and offer measurable value. FullProxy was already delivering this to customers, but its existing brand positioning and marketing failed to communicate this clearly to prospective customers. By working with a strategic marketing expert, FullProxy would be able to articulate its value proposition, build authority in the market and capture higher-value opportunities.

Solution

Fiona West joined FullProxy as a Fractional CMO in March 2023. Her specific areas of focus have been:

Brand messaging and positioning

Further to extensive research plus in depth conversations with the directors and other key people about the company’s direction and the value it provides to customers, Fiona created a coherent brand messaging architecture based on marketplace insights and customer data. Over the last 2 years this has been embedded through FullProxy’s marketing to provide a compelling and consistent value proposition based on strategic insights, provable expertise and premium technical partnerships.

Marketing strategy and KPIs

Fiona creates an annual strategic marketing plan to deliver against company objectives and align with the sales plan. This is regularly updated and presented to the FullProxy Board in conjunction with a tightly managed budget and KPIs, giving the directors confidence and visibility.

Awareness marketing and measurement 

While events and advertising had previously been trialled, these weren’t thought to deliver value as no clear objectives or metrics for success had been established. Fiona built a systemic brand communications calendar based on insightful, topical thought leadership and distinctive engagement campaigns, all with agreed objectives and budgets. This included events and speaking opportunities within the close-knit Scottish tech community to cement and build on FullProxy’s existing reputation, now expanded further into UK flagship shows to increase market penetration. The strategy also leverages the high awareness of FullProxy’s premium partners to add instant credibility and provide co-sponsorship opportunities.

Sales and marketing integration and leadership

Fiona originally mentored FullProxy’s existing marketing co-ordinator, then in due course recruited, trained and managed a more experienced marketer to deliver a pivotal capability within the business. A resource plan and budget, developed in conjunction with the directors, has ensured that internal and external skillsets are combined to deliver optimal value.

Fiona also referred a Fractional Sales Director into FullProxy via sister Liberti business KissTheFish and created a close working relationship with him, improving the alignment of sales goals and marketing strategies. This enables sales and marketing to be seen strategically and as an integrated commercial function within the business. A fractional CFO is also in place, effectively providing FullProxy with a full C-suite of senior advisors on a flexible, affordable basis.

Marketing technology optimisation

HubSpot had already been in use with the sales team but its marketing features weren’t being used consistently. Fiona designed and implemented a regular email and social media calendar to support strategic and campaign messaging, implemented lead scoring to inform sales activity, and optimised FullProxy’s ROI from their tech investment by researching and using latest features to enhance reporting, enrich data and improve conversions.