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Services:
Integrated Marketing
Lead Generation

In the crowded, ever-evolving cybersecurity industry, generating news and driving leads comes primarily in the form of discovering an attack or identifying trending attack techniques and patterns. With this in mind, Tel Aviv-based Coronet, a provider of data breach protection for companies that use the cloud, wanted to penetrate the mainstream U.S. media in a big way, and use that traction to expedite adoption of its cloud security platform. 

To do so, Coro tapped Alloy to create an integrated communications campaign that would land strong media coverage for awareness building, as well as heighten conversations among influencers, generate leads and expedite sales cycles. 

Provided as a subscription service with nothing to install on-premise, Coro brings enterprise-grade cybersecurity to organizations of any size, at an affordable price, eliminating the complexity and laborious nature of traditional security platforms. With such a wide array of target buyers, no prior U.S. media coverage, no American office and a negligible amount of domestic customers — Alloy got creative to quickly establish credibility.

We started with a deep dive into Coro’s technology, discovering that the company was sitting on a wealth of insights on attack patterns and vulnerabilities that would appeal to buyers and media alike. Then we conducted deep dives into Coro’s digital footprint including social media, advertising, SEO, landing pages and email marketing, to ensure that when we started drawing buyers in, they would have a seamless, compelling experience.

  • Gaining attention of industry influencers with data

    Once we realized the gold mine of data we had at our fingertips, we worked with Coro to create reports that highlighted key vulnerabilities throughout the U.S., including airports, cities, large co-working spaces and media headquarters. We then customized pitches to target media and analysts highlighting the findings and potential impacts. The data resonated — gaining hundreds of media placements and generating media coverage up to a year after initial release. The resulting report(s) also garnered some virality among the analyst community, where one was the lead story in one of the industry’s most prominent quarterly publications.

  • Shoring up SEO infrastructure

    Traffic from organic search accounted for less than 10% of Coronet’s website traffic when our partnership started, and with the volume of searches surrounding Coro’s capabilities, we knew that could increase drastically. The brand’s search presence fell significantly behind competitors, but after a thorough performance audit to define issues and opportunities,  we defined priority keywords and updated the entire website’s content and metadata accordingly. In the first year after these updates, we increased domain authority 51% and traffic from search engines 58%.

  • Creating a content engine

    Content was key to these SEO gains. We amped up the frequency of posts on Coro’s blog while also narrowing the focus of content to Coro’s key audiences and target keywords, with the goal of demystifying and unlocking accessibility to cloud security for previously overlooked audiences. The improved relevance resulted in a 91% increase in time spent on blog posts. We coupled this on-site content with a steady cadence of bylined articles in third-party publications, increasing backlinks to Coro’s site and improving search rankings.

  • Eliminating wasted ad spend

    Coro was heavily investing in search, display and in-app advertising, but after auditing performance, we found that much of that spend was wasted in areas that generate a high amount of bot traffic. By creating a new ad structure, optimizing spend and enacting best practices for daily campaign management, Coro’s ad spend became more effective and efficient, driving more qualified traffic.

  • Improving conversion flows

    With the added traffic we were driving to Coro’s website, we needed to ensure visitors had a satisfying experience, so we recommended website updates, created landing pages specific to audience interests and developed email nurtures to move prospects down the funnel. Through email, we created self-service options for prospects to bypass having to set a call, resulting in an increase in account activations.

  • Activating neglected social accounts

    We created a custom social media audit examining Coro’s social presence, as well as that of key competitors. With the company’s leadership socially-skeptical, we turned to data to show them how social could impact SEO, media opportunities and lead gen. We created a plan for optimizing Coro’s social accounts, including increasing post and engagement frequency, focusing on education over selling, and timely reactions given the frequently changing nature of cybersecurity. As a result, we increased traffic to Coro’s website from all social channels; notably, Twitter became a top-performing driver of traffic, increasing 53.9%.

We used Coro’s technology to identify America’s most insecure airport WiFi networks — a topic not yet explored by any security vendor. Entitled Attention All Passengers: Airport Networks Are Putting Your Devices & Cloud Apps at Severe Risk, the gated data report told a story that would educate SMB business travelers, interest the cyber industry, and find its way into mainstream conversation. We distributed the findings with a PR program aimed at cyber/tech journalists, travel publications, local TV and more. While PR drummed up aircover, social media, email marketing and supporting content directly reached stakeholders, with hundreds of MQLs downloading the report. In fact, some of the areas cited on the most vulnerable list came directly to Coro to solve their challenges.

%
increase in website traffic
media placements
social mentions
+
leads via content marketing driven

By combining PR, content marketing, social media, SEO, advertising and email marketing, Coro gained a strong foothold in the U.S., expanding its customer base 733% during the first year of our partnership.

Verticalization

The SMB audience is broad. To truly resonate, we needed to speak to the unique challenges of the subsects of this audience. We worked with Coro to segment its personas, and tailored our content plan with custom pieces for each. We geared bylines, blogs and tip sheets to prospective buyers operating urgent care facilities, universities, consultancies and local governments, each of which had separate cybersecurity threats.

Localization

Coro’s platform could drill down to threats at the street address level, which we used to create hyper-tailored content and personalized outreach. For example, we pinpointed the threat levels at the offices of our top-tier media targets, and sent them customized insights.

Contextualization

Cybersecurity is known for alarming data, which can certainly build buzz, but to truly engage target buyers, we needed to explain the data’s relevance and how to address it. We dug behind the data to explain the trends. For instance, we learned that Orlando was one of the most insecure cities because of its aging population who don’t regularly update their operating systems. Likewise, we learned that Jacksonville was also one of the most insecure cities because its vast Naval bases are regularly under attack from nation-states. Helping to explain the data helped targets understand what to look for and how to identify potential vulnerabilities.

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“Working with Alloy has been a fantastic experience for us. The team is responsive, capable and very creative.”

— Dror Liwer, Founder
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