Leveraging an eBook to Drive Cybersecurity Leads Across Channels

Drove a cost per conversion of 68% less expensive than 2019

Drove nearly 1,000 new contacts

Email exceeded open rate & CTE by 259% & 146%

Launching an Educational CIP Certification Program

As it geared up to launch a new CIP certification program for cybersecurity stakeholders, OPSWAT, a cybersecurity solution designed to protect critical infrastructure through eliminating malware and zero-day attacks, challenged ARPR to develop a marketing campaign driving new users into the OPSWAT nurture stream and as registrants for the OPSWAT Academy. ARPR’s marketing plan included the entire Panorama approach in order to accomplish this challenge, with the goal of turning course registrants into OPSWAT brand advocates and future customers.

Using the Panorama Approach to Drive Course Registrants

To drive Academy course registrants and new leads into the OPSWAT nurture stream, ARPR took an approach that OPSWAT had never used before, launching a content-driven campaign centered around promoting a downloadable eBook on the evolution of critical infrastructure cybersecurity training.

To promote the Academy eBook that we developed, ARPR implemented an Academy landing page on the OPSWAT website, email marketing, social ads, Google Search ads, display ads, and YouTube video ads targeted towards current customers, prospects, website visitors, and cybersecurity stakeholders at critical infrastructure organizations.

As we continued to test ads across channels over Q4, we discovered that social lead generation ads were driving the most leads in this campaign, so we added Facebook ads to our pool of tactics, continuing to drive more users into the Academy nurture flow.

As more users were added into the nurture flow, we launched a 3-part email nurture series delivered to eBook downloaders and provided an email marketing roadmap to launch in 2020 that would drive users from course registration to completion to eventual OPSWAT customer.

Nearly 1K New Leads Added to OPSWAT’s Nurture Stream

Within 3 months, ARPR’s content marketing approach resulted in nearly 1K new contacts from the first-ever OPSWAT eBook, attracting many new prospects to OPSWAT’s nurture stream. Our digital ads around this effort proved to be especially effective, as they drove a cost per conversion 68% less expensive than OPSWAT’s ads benchmark for 2019. Additionally, our 3-part email nurture series resulted in 30 Academy course registrations and email open rates & click through rates beating OPSWAT email marketing benchmarks for 2019 by 259% and 146% respectively.