SUCCESS STORY
Outsourced Marketing Team for SaaS Startup Company
PROVIDING A COMPLETE TEAM OF THE BEST MARKETING TALENT TO SERVE IN PLACE OF AN INTERNAL MARKETING DEPARTMENT
Client: SessionGuardian
Project Timeline: May 2021 - June 2023
Services Provided: Website Development, SEO Content Roadmap, Blogging and Social Media, Investment and Sales Pitch Decks, Email Marketing, Sales Enablement Kits
The Challenge
Recruiting, training and retaining an in-house marketing department isn’t easy. For an early-stage startup company, it’s even harder to find (and afford) the right talent. SaaS startup company SessionGuardian approached The Moving Company because they knew they needed an entire marketing and creative team to keep pace with their fundraising and product development efforts. Instead of hiring a CMO, marketing manager, designer, developer, paid advertising consultant, creative director, and content writer, which would require a large payroll and introduce even more risk, SessionGuardian hired a B2B growth agency that manages all those skills in one team.
The Process
For over two years, The Moving Company served as SessionGuardian’s internal marketing team. MCO Head of Strategy Ryan Draving, functioned as the SessionGuardian’s CMO, and Managing Partner Adam Muhlenhaupt as the creative director. Alongside multiple content writers, designers, SEO and paid advertising specialists, and account managers, SessionGuardian had an entire marketing team completing crucial initiatives for the first time in the company’s existence.
The relationship began with a rebrand and event strategy. Then, MCO completed a go-to-market strategy by gathering insights and immersing in the cybersecurity landscape. MCO performed a competitive audit that involved secret shopping, advanced SEO and paid search analysis, competitor content analysis, and audits of competitor email drips, positioning, and ads. MCO used this to identify critical points of parity and opportunities for differentiation to set SessionGuardian apart from competitors and inform a stronger sales approach.
MCO transitioned SessionGuardian to a new CRM and their first full-fledged marketing automation platform, HubSpot. MCO delivered email drip, ads, commercials, and ongoing press engagements to amplify SessionGuardian’s presence. Throughout the two-year partnership, MCO also maintained SessionGuardian’s LinkedIn and Twitter presence, as well as blogging and website efforts. MCO grew SessionGuardian’s website with additional on-brand, on-strategy content for new products, solutions, and industries. Using MCO’s in-house video production studio, MCO scripted and recorded demo videos, educational explainer video, and thought leadership interviews.
MCO also concepted, created, and iterated on SessionGuardian’s investment pitch deck and sales pitch deck to meet tight deadlines. By outsourcing these efforts, SessionGuardian could focus on building and maintaining relationships with their prospects while MCO worked behind the scenes to prepare sales materials. Additional sales enablement materials such as industry-specific sales kits helped the company customize conversations with prospects.
Problem Solved
SessionGuardian made a smart investment in MCO. Over the two-year relationship, the startup company benefited from low overhead, flexible spend and low risk. Working with a B2B growth agency allowed SessionGuardian to focus on key business development efforts such as raising $3 million in seed funding to continue developing new products that help accomplish their mission.
