Creating a new brand identity to drive growth and nurture customers

Published 10/07/2023 / CASE STUDY

That was the challenge facing Censornet, a British cybersecurity firm, when it first started working with 3THINKRS.  

Censornet shares advanced threat intel across its email, web and cloud applications, synthesising a billion threats a day to protect small and medium enterprises around the world. Its autonomous security engine (ASE) is the brains behind the platform, working at machine speed so IT managers don’t have to work like robots.  

3THINKRS worked with Censornet to identify and elevate its points of difference, setting out how to articulate its validating proof points. We delivered a brand refresh, messaging project and overarching go-to-market strategy. 

3 THINKRS deployed a six-strand approach to deliver on its objectives: 

  • Use proven and new events to drive new data, opportunities and pipeline 
  • Drive demand with a programme of integrated thought leadership campaigns 
  • Nurture leads through a measured, interactive process  
  • Helped drive a customer success programme to enhance cross-sell and renewal  
  • Executed a UK media strategy to grow brand awareness and credibility with buyers in larger SMB’s -> grow demand and increase deal size

Aligning strategy with earned, owned and paid media

3THINKRS created a fully integrated content strategy, enabling content to be delivered across channels. This ensured consistency of messaging to prospects and customers, driving brand recall.  

The messaging was defined in the initial market position definition, and the content strategy was targeted to partner, customer and prospects, as well as media and analysts. This was delivered across all channels from the website, social channels, via video, and on-stand at industry events including Infosecurity and Cloud & Cyber. We then re-purposed media content into blogs for the website, customer communication and sales collateral.  

We aligned marketing strategy with sales, founding the content strategy on customer and partner need, which we identified in consultation with the senior management team, analyst consultation, and proprietary research with 3GEM. We then created an annual research report exploring the seven problems that Censornet customers were looking to solve. The seven chapters were turned into blogs for the Censornet website, repurposed in media placements and social media content, and edited for advertorial.  

Key results

Brand Messaging Reframe & Recall 

By defining Censornet’s message and implementing our fully integrated channel and content strategy, 3THINKRS helped drive growth in brand recall: as of April 2023, 47% of its target audience were familiar with Censornet, 39.4% via the media. That’s up from 45% in Dec 2021. Awareness of Censornet’s core proposition also increased dramatically, jumping from 15% in 2021 to 28% in 2023.  

An Agency Structure that Facilitates Agile Marketing  

Our relationship with Censornet allowed for adjustable spend across channels, enabling flexibility and adaptability. We were able to prioritise spend based on business, customer, partner, and sales need. This approach enabled us to optimise marketing spend and increase ROI, allowing channels to be turned up and down based on need. A flexible PR spend (rather than fixed monthly retained cost) drove monthly PR coverage to increase by 168%.  

Testimonials

“3THINKRS have great strategic and creative minds. They quickly applied our strategy across earned, owned and paid channels.” Ali Griffiths, former CMO, Censornet. 

“3THINKRS’ doesn’t operate like a traditional agency. The team thinks outside of the box, looking at how we can drive impact across the board – not just via media activity. Their ability to insert Censornet into the breaking news agenda, and then translate this into social and owned content, helped deliver great results.” Lucinda Robinson, Head of Content Marketing, Censornet 

Showcase pull out

Our event content strategy focused on using earned media to amplify the message in Censornet’s owned content. 3THINKRS built Censornet’s visual identity and overarching brand presence at core industry events. At Infosecurity 2022 and 2023, we designed Censornet’s stand and promotional marketing collateral, and this year designed a retro arcade game to drive prospect engagement. At the Cloud & Cyber conference, we also supported Censornet’s marketing team in drafting a speaker presentation and created a short product video.  

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