What Does Cybersecurity Sound Like?
Creating A Brand Voice For Axonius Via Email Marketing
Role: brand strategist, copywriter.
Objective:
Self-described as “The Toyota Camry of Cybersecurity,” Axonius attacks a rampant cybersecurity problem with a simple solution: their platform enables security teams to see every single asset in their environment, allowing them to identify gaps in coverage and eliminate threats before they arise. All well and good, but how do you convince a niche audience of busy CISOs (Chief Information Security Officers) to adopt a security platform they’ve never heard of, especially when they’re managing — and trying to understand — so many existing platforms already?
Strategy:
A key component of our go-to-market strategy for Axonius was a lead nurture email campaign designed to speak directly to those CISOs and the problems they’re battling every day. Not only did we find a way to resonate with that niche audience, we found a way to establish and articulate Axonius’ brand voice — one that is sharp, frank, and laced with just the right amount of humor to communicate to those CISOs: we know exactly what you’re going through.
Below you’ll find one of our email sequences, composed of six emails that build on each other to drive readers to request a custom demo of the platform. Through a blend of storytelling, social proof, and valuable resources, these emails are crafted to deepen the reader’s understanding of the Axonius platform and deepen their bond with the brand.
