Transforming strategic partnerships between global tech leaders to build market authority and influence

In a competitive security market, the firms aimed to deepen their relationship and position a new solution to address next-generation security threats. The goal was to create a comprehensive go-to-market strategy that generated awareness and pipeline while laying the groundwork for a successful launch.

We worked with both organizations to define a unified messaging framework and execute a targeted thought leadership-driven go-to-market (GTM) strategy aligned with their shared goals. Key initiatives included:

• Conducting extensive competitor analysis and gathering insights from security practice leaders to shape a data-driven, competitive approach.
• Developing a joint messaging framework to effectively communicate the combined value proposition across different business units and verticals.
• Creating GTM assets such as a detailed sales deck, infographic, and proposition summary, tailored to key decision-makers.
• Launching a thought leadership-driven ABM roundtable series to create early-stage engagement and prepare for the product’s launch.
• Developing modular digital assets tailored to eight industries, via Turtl, to deliver personalized content at scale, driving continued interest across global target markets. These included:
  • Tailored thought leadership reports for key accounts, facilitating deeper engagement.
  • A campaign briefing guide to ensure consistent alignment across teams.
  • A global personalized version of a next-generation threats report, to engage and inform decision-makers.
  • A non-personalized version of the report for wider distribution across websites, social media, and paid media channels. 

The strategic partnership led to impactful results in building awareness, generating pipeline, and strengthening the relationship between the two organizations.

• 100 key accounts engaged through a highly targeted, ABM-led approach, creating a strong pipeline leading up to the product launch.
• Nine industries and three regions targeted, ensuring marketing influence.  
• $500m incloud revenue generated in 2024.
• Heightened market awareness: The joint messaging and thought leadership initiatives positioned the partnership as a leading voice in the security and resilience space, amplifying brand presence across key global markets.
• Increased engagement: The tailored, high-touch outreach resulted in deeper connections with C-level decision-makers, fostering long-term relationships and solidifying the partnership’s reputation as a trusted security innovator.
• Seamless go-to-market execution: A unified GTM strategy enabled the effective delivery of personalized digital assets at scale, driving consistent interest and laying the foundation for sustained engagement post-launch.
• Wider organizational buy-in: The ability to create personalized content at scale to support the highly targeted ABM strategy generated excitement across the organization.

The partnership not only strengthened the alliance between the two firms but also set a new standard for collaboration and market engagement within the security sector.