Data informs, stories inspire

01 — The challenge

ISMS - the original governance, risk management and compliance platform in the cloud - was challenged by fast follower brands with huge marketing budgets. As a scaleup that had bootstrapped its early success through inbound marketing, it was unable to compete on spend. The plucky SaaS needed to play to its strengths: its industry credibility, positive customer sentiment and strategic partnerships.

02 — The strategy

Reclaim its position as the leader in the space with an annual survey of key target sectors to provide a view of the impact of information security and the key trends shaping the industry. The resulting report would provide:

• multiple stories for media sell-in

• a content marketing lead magnet for data collection

• narratives that matched the pain points of survey respondents with ISMS.online’s product suite to support the sales team.

03 — The benefits

ISMS leveraged the report preparation and distribution into an opportunity for relationship building with key customers, partners, industry influencers and media.

• Customer and partner case studies were developed to present alongside specific data points

• Media pitches were strengthened with story angles and third party human-centric narratives to accompany the data

• 40+ social media assets developed

• Non-paid social reach was exponentially increased by including third party organisations