Traceable’s Journey: Record Growth for API Security Company
Project results at-a-glance:
Revenue increase of 274% during tenture. Read the news.
Drove huge SOV and pipeline for demand generation activities.
Doubled social media growth on LinkedIn and Twitter in less than one year.
Increased SOV from just 10% to 30% inside 6 months.
Resulted in acquisition of several enterprise customers and upsells.
% Growth in website traffic after extensive overhaul.
Traceable Case Study Highlights
Traceable is the industry’s leading API Security company that helps organizations achieve API protection in a cloud-first, API-driven world. With an API Data Lake at the core of the platform, Traceable is the only intelligent and context-aware solution that powers complete API security – security posture management, threat protection and threat management across the entire Software Development Lifecycle – enabling organizations to minimize risk and maximize the value that APIs bring to their customers.
1. Product Launches
- Managed and executed multiple product launches for Traceable’s innovative solutions.
- Developed comprehensive go-to-market strategies for each product, including market research, positioning, messaging, and channel strategy.
- Coordinated cross-functionally with sales, engineering, and customer success teams to ensure smooth launches and ongoing product support.
2. PR and Share of Voice
- Implemented a new PR strategy, involving the engagement of a reputable PR firm.
- Successfully increased the company’s share of voice to consistently over 25% in a highly competitive market.
3. Revenue and Pipeline Growth
- Implemented strategic initiatives that drove a significant increase in revenue growth (274%) and pipeline expansion.
- Monitored and analyzed performance metrics to refine strategies and maximize results.
4. Thought Leadership and Content Creation
- Created and published over 20 pieces of thought leadership content, white papers, and webinars, to build brand authority and drive demand generation activities.
- Worked closely with the marketing and product management teams to ensure consistent messaging and branding across all materials.
- Continue to provide expert consultation to Traceable on a monthly basis, advising on corporate marketing, press relations, product marketing strategies, market trends, and customer engagement.
Through these initiatives, the team at Traceable was able to build a strong market presence, drive considerable growth, and position the company as a leader in its field. This work serves as a testament to the power of strategic product marketing and thought leadership in fueling business success.
At Traceable, our strategy for product marketing and thought leadership centered around cross-functional collaboration, data-driven decision-making, and robust communication. For product launches, we formed dedicated teams involving sales, engineering, customer success, and marketing, ensuring everyone was aligned on the product’s value proposition and key selling points.
During fundraising efforts for our Series B round, we worked closely with the financial and executive teams to accurately portray Traceable’s vision and potential to investors. Meanwhile, we increased our share of voice by aligning with a reputable PR firm and implementing a comprehensive PR plan that was shared organization-wide.
To drive revenue and pipeline growth, we utilized targeted marketing campaigns, sales enablement initiatives, and customer retention strategies, regularly reviewing performance metrics to refine our approach. Thought leadership content was created in collaboration with internal experts, with a robust content calendar ensuring alignment with strategic initiatives.
As a consultant, I maintained regular check-ins with Traceable’s leadership, staying updated with industry trends, and offering insights and recommendations to help shape the company’s ongoing strategies.
- Thought Leadership Content: We crafted and published a series of authoritative articles, white papers, and blog posts focusing on API security, cybersecurity trends, and Traceable’s unique point of view and product innovation.
- Webinars and Virtual Events: We helped organize a number of webinars and virtual events, featuring industry experts and thought leaders, to discuss the benefits of API security, as well as webinars on various other topics related to this industry.
- Social Media Campaigns: We helped design and execute targeted social media campaigns across multiple platforms, highlighting key product features and the benefits of Traceable’s platform.
- SEO-optimized Website: Created and maintained a dedicated campaign website that is optimized for search engines, driving organic traffic and increasing visibility for Traceable and its offerings.
- Email Marketing: Helped the team conduct email marketing campaigns with tailored content for different segments of Traceable’s target audience, ensuring the message reaches the right people at the right time.
- Paid Advertising: Helped launch a series of targeted online ads on various platforms, including Google Ads and LinkedIn, to reach a wider audience and generate leads.
- PR and Media Outreach: We helped liaised with key media outlets and influencers in the tech industry for features, interviews, and stories about Traceable’s pioneering work.
- Sales Collateral: Content was used to produce sales sheets, brochures, and presentations for the Traceable sales team, enabling them to effectively communicate the advantages of API Security to prospective clients.
- Performance Metrics and Reports: Tracked, measured, and helped provide detailed reports on campaign performance against established KPIs, making data-informed adjustments to our strategy as needed.
Each of these deliverables was meticulously crafted to fit within the overarching narrative of the project, reinforcing the message that the future of firewalls is indeed, software.