Sectigo
Quick Stats
Sectigo is leading provider of digital certificates and web security.
PKI solutions • 20+ years • 43M+ active certificates • A carve-out of Comodo Cybersecurity
About Sectigo
Sectigo is a leading cybersecurity provider of digital identity solutions, including TLS / SSL certificates, DevOps, IoT, and enterprise-grade PKI management. As the world’s largest commercial Certificate Authority, it partners with organizations of all sizes to deliver automated public and private PKI solutions for securing webservers, user access, connected devices, and applications.
Sectigo offers two revenue models: Retail B2C and Channel Partner Reseller B2B.
The Need
Heavily relying on its existing security offering, Sectigo was looking to establish predictable and sustainable growth with new products that had an organic sales path from its existing portfolio. Prior to the first few months of the engagement, Sectigo had acquired Codeguard, and thus I was tasked to advise and guide the product positioning of a new product that would leverage many of Codeguard's highly in-demand features while identifying potential product and market gaps with third party solutions.
Required to ideate, validate and execute a GTM strategy for a MVP website security solution targeting both revenue models.
The Strategy
A laser-focused approach on the market where Sectigo is best positioned to win was required to achieve this. Through internal research and customer interviews, developed a deep understanding of the customer, their priorities, needs, challenges, and the key stakeholders involved. This created the direction to support the product team in an MVP and subsequently optimize the messaging with the goal of aligning all product, marketing, and sales efforts.
Took this new product opportunity to disrupt the market and introduce a new product to Sectigo's product portfolio using a product-led growth (PLG) initiative leveraged by a freemium offering.
Guided Sectigo to be more customer-centric by putting the customer first in all product, marketing, and sales efforts to address all key challenges.
Brand positioning
Understand why SiteLock exists within the Sectigo product ecosystem and customer market, and how to best communicate their unique place in the market.
Persona building
Identify the goals, pain points, motivations, and daily routines of the target audience for the product.
Jobs to be done
Discover the true pain points of the buyers by defining the situation, motivation, and desired outcomes.
Align specific product plans with customer pain points and needs to identify the ideal product plan with the Ideal Customer Profile (ICP).
Positioning and messaging
Strategize on how to best position all products within the entire portfolio and craft a compelling message that resonates with the target audience - both B2C and B2B.
The Deliverables
Each initiative resulted in multiple outbound and inbound marketing deliverables serving as resources for product, sales (retail + channel), and marketing teams.
These exercises also helped establish strong product marketing foundations and build a successful go-to-market strategy.
Product and sales training
Developed partner and product training videos within Sectigo's first ever Secure Partner Program. Sales and marketing training in video format detailing ICPs, value proposition, messaging, product explainer, market validation tied into an accreditation quiz. A program awarded five star rating in CRN Partner Program Guide
Sales assets
Worked closely with the product team to develop all solution briefs, product briefs, data sheets alongside the sales teams in producing sales playbook with a pitch story that resonated with target personas. View samples
Website copywriting
Working closely with product, sales, and leadership, developed copy for all-new website.
Test, review, and optimize
Once key messages were crafted to describe the product’s benefits, we went on to test these messages with the target audience leveraging our channel partner community. Examined how they and their customers felt about the messages, such as whether they were relevant to their wants and needs, how simple they were to comprehend, and whether or not they sounded believable.
The Outcome
Overall, Sectigo experienced a big increase in product adoption, scalable revenue growth through its channel model, and increased sales effectiveness and adoption.
Because of the messaging and process realignment, Sectigo has gained sizeable market share within the website security landscape. Ultimately the success to increase average order value for its legacy SSL products motivated and excited the company to subsequently acquire its OEM website security vendor - SiteLock.
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