Next Big Thing
Fellows Program
nbtdigital.com
Case Study
Scenario
You have recently joined the growth marketing team at Defenseye, a cybersecurity scale-up based in the UK.
What you’ll do?
You will complete the tasks assign to you.
Case Study
About Defenseye
Established in 2012, Defenseye delivers AI-based cybersecurity solutions that improve workforce efficiency and provide better-accelerated investigations and threat responses.
Business Model: B2B SAAS
Target Persona: CISO / CSO / Director of Information Security
Target Company Size: 100+ employees
Target Industries: Retail, E-Commerce, Education + High Education
Sales Cycle: 6-7 months
Case Study
Goal
Since the sales cycle is long, Defenseye needs to attract relevant persona to its website and use digital marketing channels in an effective and holistic way to turn leads into customers.
Therefore, the very first step is to create a solid growth strategy.
Case Study
Your Task
As the newest member of the growth marketing team, you will follow a set of growth marketing principles that make sure that Defenseye achieve a sustainable growth.
Task 1: Select one target personas at one target sector and identify their goals & pain points
Task 2: Determine the unique selling proposition for your target persona
Task 3: Create growth funnel (the set of stages that a potential customer goes through when making a purchase) for your target persona
Case Study
Task 1
Determine the unique selling proposition for your target persona
Go to the Manage Hub at Growth Marketing Hub, click on Strategy Hub and then Persona Creation Tool to work on your target persona by following the instructions.
Case Study
Task 2
Select one target personas at one target sector and identify their goals & pain points
Go to the Manage Hub at Growth Marketing Hub, click on Strategy Hub and then Positioning Creation Tool to determine the unique selling proposition for your target persona by following the instructions.
Case Study
Task 2
Select one target personas at one target sector and identify their goals & pain points
Go to the Manage Hub at Growth Marketing Hub, click on Strategy Hub and then Growth Funnel Creation Tool to determine stages that your target persona goes through when making a purchase by following the instructions.
Case Study
Here are the steps you need to follow via working on your case study.
1. Sign up to GMH
2. Create outputs as requested in the tasks
3. Prepare your case in a presentation document (any format you prefer: canva, powerpoint, illustrator etc)
4. Upload your presentation here while submitting your application
How to Prepare Your Case