Transforming Equiniti Cyber Security with a GTM Strategy Built from the Ground Up
Overview
When Equiniti Group PLC incubated its cyber security division, they needed more than just a launch—they needed a vision to take their innovative SaaS solutions to market. Partnering with Brandtale, Equiniti Cyber Security entrusted us to craft and execute a comprehensive go-to-market (GTM) strategy. The objective? Build credibility, establish market presence, and drive sustainable revenue for two cutting-edge SaaS platforms.
The Challenge
As a newly incubated part of Equiniti Group PLC, Equiniti Cyber Security faced a unique challenge:
No Established GTM Framework: The business required everything from product positioning to audience targeting.
Highly Competitive Market: Operating in the saturated cyber security SaaS space meant standing out with a distinct value proposition.
Tight Deadlines and High Expectations: As part of a larger PLC, results needed to be swift and impactful to justify continued investment.
Dan Bassett, Founder of Brandtale, reflects:
“Launching Equiniti Cyber Security was an opportunity to build a SaaS GTM strategy from the ground up. I thrive on turning ambiguity into actionable results, and for this project, our goal was clear: create market-leading strategies that resonate with buyers while aligning with Equiniti’s overarching business goals.”
Our Approach
We approached the challenge methodically, combining strategic insight with hands-on execution:
Defining the Value Proposition
Collaborated with product teams to fully understand the SaaS offerings and their potential impact.
Positioned the solutions as essential tools for mitigating cyber risks in finance, healthcare, and public sectors.
Developed a narrative that highlighted the platforms' ability to simplify compliance and reduce operational vulnerabilities.
Identifying Target Markets
Conducted market research to pinpoint key industries and personas, including IT directors, compliance managers, and CISOs.
Created segmented messaging tailored to each persona’s pain points and decision-making journey.
Crafting a Multi-Channel GTM Strategy
Launched integrated campaigns across digital (LinkedIn, programmatic ads), events, and content marketing.
Built targeted email sequences and lead nurturing workflows for the sales team.
Produced thought leadership content, including whitepapers and webinars, to establish authority in the market.
Enabling the Sales Team
Designed and delivered detailed sales playbooks, pitch decks, and objection-handling guides.
Worked closely with sales leaders to align marketing efforts with revenue goals, ensuring every lead was sales-ready.
Performance Tracking and Optimisation
Utilised data analytics to continuously refine campaign performance.
Provided ongoing recommendations for budget allocation and messaging refinement.
Results
Our tailored approach delivered exceptional results:
Pipeline Growth: Increased qualified leads by 150% in the first 6 months, with a steady stream of opportunities across target markets.
Revenue Impact: Secured key enterprise contracts within the first year, contributing significantly to the business’s overall revenue targets.
Brand Visibility: Achieved a 200% increase in online engagement, with content consistently ranking high for target keywords.
Sales Enablement: Feedback from the sales team highlighted the immediate utility of Brandtale’s materials in closing deals.
Dan Bassett reflects on the outcomes:
“With Equiniti Cyber Security, it wasn’t just about launching a business—it was about creating a foundation for long-term success. By deeply understanding their products and target markets, we were able to deliver strategies and materials that resonated with their audience and generated immediate results. For us at Brandtale, it’s about building systems and processes that scale as the business grows.”
