SiteLock Security
Quick Stats
SiteLock is a cloud-based security platform for websites of all sizes.
Cyber-web security • Founded in 2008 • 16M+ customers • Acquired by Sectigo in 2021
About SiteLock
SiteLock offers a cloud-based cybersecurity platform with enterprise grade technologies for any size organization to protect their data, ensure secure communications and defend their websites. Its complete product portfolio offers a tech stack of products that will automatically detect and fix web threats, block future cyberattacks, enable unrestricted and safe communications, and help e-commerce web administrators meet compliance standards.
SiteLock offers two revenue models: Retail B2C and Channel Partner Reseller B2B.
The Need
Re-launch SiteLock product portfolio with fresh messaging and positioning under the Sectigo brand. The Sectigo acquisition of SiteLock also offered the opportunity to disrupt ourselves and the market by deploying a product-led growth (PLG) initiative.
It was a perfect time to guide the product positioning and GTM of a new bundled product inclusive of the Sectigo SSL with the SiteLock suite of solutions. Additionally this PLG initiative offered the perfect opportunity to weave in the Sectigo + SiteLock story while integrating brand elements of the Sectigo identity throughout all launch materials.
The Strategy
Guided SiteLock to be more customer-centric by putting the customer first in all product, marketing, and sales efforts to address these key challenges. 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, we developed a deep understanding of the customer, their priorities, needs, challenges, and the key stakeholders involved. This created the direction to improve the messaging and to align all product, marketing, and sales efforts. Now it is the customer that sets the direction.
Initiatives included:
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 a deliverable (either a branded PDF, deck and/or digital campaign), serving as an internal resource for product, retail sales (B2C), channel sales (B2B), and marketing teams.
These exercises also helped the team establish strong product marketing foundations and build a successful go-to-market strategy.
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.
Refreshed Landing Pages
Product Videos
Sales Playbook
Positioning & Messaging
The Outcome
A unified and solid presence at scale with on-demand sales-readiness content, significantly increasing the conversion ratio from early stage top of the funnel (TOFU) discussions to deal closing.
Overall, SiteLock is achieving a better return on both sales and marketing investments with reduced friction in the sales process with less objections and more discussions on how it can work for the customer specifically, which is a real turnaround.
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