Overview

Zix Corporation has a long-standing reputation as a leading provider of secure email encryption technologies. But, with new capabilities added to the portfolio and a changing cyber-threat landscape, the company wanted a new capability narrative and proposition to drive market dialogue. For this outreach programme, Zix also wanted to target identified, profiled accounts that lacked a contemporary understanding of Zix solution capabilities.

The Secure Modern Workplace, enabled by the Zix Secure Cloud was developed as the conversation platform for the Zix Productivity, Security and Compliance solution.  The task for The Rubicon Agency was to drive net-new interest and engagement amongst a key account-base in specific regulated industries. What’s more, this was to commence at the beginning of the global pandemic.

Client

Zix

What we delivered?

Around the core premise of ‘Be surprised by Zix’, The Rubicon Agency developed a 3-phase account-based marketing campaign across LinkedIn, intent-based marketing and remarketing channels.  This was supported by email outreach and sales enablement for parallel efforts into the identified accounts.

The ‘Be surprised by Zix’ tag-line was substantiated with capabilities and characteristics of the Zix solution that the audience were unlikely to be aware of.  These were developed and used across an array of assets developed by The Rubicon Agency, including an eBook, video, ad-suite, email series, blog articles and social posts.

What did the campaign achieve?

The awareness phase proved very successful, with over 1/3 of identified accounts engaging within a month of launch. The ‘ripple-effect’ of the campaign proved successful internally too – with broad sales and leadership recognition that the differentiated creative approach and arresting messaging/imagery had an enduring value beyond the engagement.

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Marketing expertise

Account Based Marketing

Market Development

Strategic Content

Sales Enablement

The awareness phase proved very successful, with over 1/3 of identified accounts engaging within a month of launch.