Brand tracker for IT firm launching cybersecurity consultancy services
An IT company was looking to establish its position offering cybersecurity consultancy services. It needed brand tracking research to measure and track its positioning, perceptions, and equity in the market.
The Challenge
Communicating with cybersecurity decision makers
IT industry market research is challenging because it often involves complex subject matter and highly technical audiences. The B2B market research agency conducting the research project needed to capture insights from a wide range of individuals with different levels of cybersecurity expertise. On the one hand, it included procurement and risk professionals who are influential in decisions but lack specialist cybersecurity knowledge. While on the other hand, it involved IT technicians responsible for protecting the organization’s IT infrastructure and systems (e.g., cloud security and security operations).
Our Approach
Brand tracker targeting multiple audiences
We designed a cybersecurity brand health tracking study that measured the brand’s equity in the IT market, including brand health metrics (e.g., awareness, consideration, usage and advocacy), brand perceptions, and positioning.
We started with a kick-off meeting that mapped the hypotheses, positioning statements and value drivers. This informed a custom-built brand tracking survey focused on specific brand frameworks, attributes and needs.
To get an accurate measurement of brand health, we recruited a representative sample of 700 cybersecurity decision-makers from target B2B verticals, including financial services, manufacturing and healthcare. This included Chief Information Security Officers and decision makers at enterprise-level organizations, who can be hard to reach. We interviewed them about their perceptions of 10 brands in the cybersecurity industry, including the client.
A brand funnel analysis based on the AIDA model (Attention, Interest, Desire, Action) identified where the cybersecurity brand is strongest and weakest versus its competitors. It also told us where the cybersecurity company should focus its resources when channeling buyers through the marketing funnel.
We presented our brand tracking to the C-suite. The research was repeated after one year to track brand equity, perceptions, and positioning for the company in a competitive context and measure the impact of initiatives.
The Insight
Using brand tracking research to drive marketing strategy
Our final report quantified the cybersecurity company’s brand performance with specific IT audiences. We determined what the brand is known for and the strengths that set it apart from the competition.
The insights helped the cybersecurity company to focus its marketing resources on where they would be most effective. It included specific recommendations on what brand messaging resonates and which marketing channels are most effective.
Continuing to brand equity tracking over time helped the cybersecurity company to measure the effectiveness of its marketing campaigns. This was valuable for targeting budget and resources as the company established its position as a provider of cybersecurity consultancy services.