IriusRisk
Making threat modelling a non-negotiable: Security by Design
IriusRisk is on a mission to become the automated threat modelling platform of choice for its target audiences, with the aim of making threat modelling a common but integral part of every organisation’s software development lifecycle.
When the client approached Silver, they were close to announcing the fourth version of their platform, delivering significant improvements in usability, user interfaces, key platform feature improvements and new security threat libraries.
As their customer base grew, spanning Banking & Financial Services, Manufacturing, Large-Scale Software Deployment and Automotive verticals, IriusRisk sought the right agency to help make the most of this immense opportunity with an impactful launch.
The objective
The client’s primary objective was to launch a fully integrated demand generation campaign, with the aim of growing their revenue pipeline, specifically within the Banking and Financial Services sector across Europe and the USA.
The Banking and Financial Services industry was – and still is – undergoing huge changes via huge-scale digital transformation – e-banking, remote banking access, digital payments, cryptocurrency and blockchain transformation, to name a few.
IriusRisk looked to capitalise on this evolution with a perpetual nurture campaign, a first for the client. This campaign would drive traffic to a selection of developed assets and other collateral, such as blogs and whitepapers, all hosted on the main IriusRisk website, associated landing pages and sub-sites.
The solution
Silver crafted several nurture emails and social ads, each designed to tap into the pain points of IriusRisk’s target audience across verticals, but specifically Banking & Financial Services. These assets directed to the client’s landing page and a dedicated ebook.
The website itself featured concise, impactful copy reinforcing IriusRisk’s unique selling proposition as a threat modelling platform, while the accompanying guide expanded on the benefits of scalable threat modelling for businesses in the finance sector.
The results
The campaign was a huge success, with a satisfied client and a target market better protected against modern cyber threats. While it continues to run and perform today, it has already delivered significant results, notably:
- Forecast MQLs: 200
- Actual MQLs: 592 (196% of target)
- Forecast SALs: 10
- Actual SALs: 18 (180% of target)
- Direct pipeline contribution has been €820K in yearly ARR (projected 3-year ARR = €2.460M)
- Closed/won = €150K
- Assumed outlay = €50K on production and media spend across Twitter, LinkedIn and Google Display
- ROI on directly influenced opportunities in rawest format = €2.41M
- Calculated ROI = 4,820% (48.2x Multiplier)
- Indirectly influenced pipeline = €3.1M
“It was a pleasure working with Silver on this campaign. Faced with a very tight turnaround, they executed this campaign with impressive skill and precision, targeting a specific section of our customer base with tact and nuance to deliver stellar results, that far exceeded our expectations.”