The Challenge
ISARR, a security platform, provides agile software, services, and insights to help organizations manage risks, ensure continuity, and build resilience. The company faced a significant challenge when its full-time marketing manager left, leaving a lack of a coherent marketing plan behind. This resulted in many marketing activities but no return on investment (ROI). The departure of the marketing manager presented an opportunity for the CEO to reassess the marketing strategy, as the business was impacted by marketing spending without tangible ROI.
What We Did
Barnham Marketing conducted a thorough marketing audit to identify areas where ISARR’s marketing efforts could have been more effective. We created a strategic 12-month marketing plan aligned with ISARR’s goal of empowering leaders to make informed decisions to protect people, assets, and reputation. We guided the CEO and newly hired marketing personnel to ensure the marketing strategy adapted to capture new market opportunities. Our focus was aligning marketing objectives with revenue goals and linking campaigns directly to measurable outcomes to address the need for more ROI from previous efforts.
What We Achieved
The new marketing strategy has brought significant improvements for ISARR. By aligning marketing campaigns with revenue goals, ISARR successfully expanded its presence in the higher education and aviation sectors. This expansion demonstrated the effectiveness of the strategic marketing plan in capturing new opportunities and driving growth. ISARR is now well-positioned to explore a go-to-market (GTM) strategy for the insurance sector, leveraging the insights and techniques developed during the engagement. The CEO of ISARR expressed satisfaction with the newfound clarity and direction, noting that Barnham Marketing’s expertise was instrumental in transforming its marketing approach. The measurable outcomes included
- improved marketing efficiency
- more substantial alignment with business objectives
- a clear pathway for future market expansion
