YDMS LogoYDMS - York Digital Marketing Services
← Back to Blog•Case study•2024-03-26•3 min read

From Complex Tech to Clear Results: How YDMS Propelled ShardSecure's Growth with a Multi-Channel Strategy

Find out how we boost your website and content through SEO and organic content strategies.

Charlie Salmons

Charlie Salmons

Founder & Director

From Complex Tech to Clear Results: How YDMS Propelled ShardSecure's Growth with a Multi-Channel Strategy
(Case Study Note: Client details are shared with permission. Some specific data points have been aggregated or pseudonymised to protect client confidentiality and for security purposes.)

Introduction: Meet the Client

Meet ShardSecure, a pioneering data security company led by Bob Lam, CEO and Co-founder. ShardSecure empowers organisations to regain complete control over their valuable data with its patented data security platform. As cyber threats escalate and operational complexities grow, ShardSecure simplifies data protection across on-premises, cloud, and hybrid/multi-cloud environments. Their cutting-edge "microsharding" technology offers unparalleled flexibility, ensuring data privacy and security for enterprises and SMEs alike.

ShardSecure's innovative approach has been recognised by Gartner®. The company was named a Sample Vendor for Cyberstorage in both the 2024 Gartner® Hype Cycle™ for Storage Technologies and the 2024 Gartner® Hype Cycle™ for Backup and Data Protection Technologies. This follows earlier recognition, such as being cited in the 2024 Gartner® Innovation Insight: Cyberstorage Mitigates the Impact of Cyber Attacks.

The Challenge: Cutting Through Complexity and Converting Interest

Despite its innovative technology and clear advantages in data security—including agentless file-level protection, cloud ransomware mitigation, and support for stringent compliance regulations like GDPR Schrems II—ShardSecure faced significant hurdles:

  • Communicating a Complex Product: The novel nature of their microsharding technology made it challenging to convey its "how and why" to potential customers accustomed to traditional encryption and storage techniques.
  • Lead Generation Quality: Attracting not just leads, but qualified leads who understood the value proposition was a key concern.
  • Market Understanding: There was a need to bridge the gap between their advanced solution and the market's existing understanding of data storage and security pain points.

Our Solution: Strategic Clarity & Targeted Growth

YDMS stepped in as ShardSecure's all-round marketing partner, allowing them to focus on product innovation and client service. Our approach was rooted in a bespoke, multi-channel strategy designed to build understanding, generate quality leads, and establish ShardSecure as a thought leader.

  • Laying the Groundwork: We began by taking stock of ShardSecure's existing position, assets, and brand awareness. Crucially, comprehensive market research was conducted to deeply understand the specific security and storage pain points of their target audience. This data-driven insight formed the bedrock of our strategy.
  • Devising a Bespoke Strategy: The core of our solution was a targeting and content-driven Account-Based Marketing (ABM) strategy. This wasn't just a single campaign, but a full-funnel approach designed to identify client needs, understand competitor positioning, pinpoint where ShardSecure fits, and then execute a plan to connect these dots effectively.
  • Strategic Implementation & Full-Service Execution: YDMS provided end-to-end execution, translating strategy into tangible actions:
    • Website Optimisation: Ensuring the digital storefront clearly communicated ShardSecure's value.
    • New Messaging Framework: Crafting clear, compelling language to articulate the benefits of microsharding.
    • Organic Content Dominance: Recognising the power of education, we deployed a robust topic-based blogging strategy. This involved creating insightful articles and newsletter content addressing key industry regulations (e.g., Schrems II, CCPA) and demonstrating how ShardSecure's platform solves these challenges.
    • High-Impact ABM: To engage senior decision-makers (CISOs, CTOs), we orchestrated targeted ABM initiatives, including exclusive events like "fancy meals and drinks," providing a conducive environment for in-depth product discussions.
    • Supporting Strategic Partnerships: We worked closely with ShardSecure's teams across product development, technical services, pre and post-sales, and channel partners. Our role was to ensure marketing efforts consistently aligned with and effectively supported their existing collaborations and partnership activities with industry giants like BackBlaze, AWS, KPMG, and Microsoft, helping to maximise their presence at joint trade show appearances and co-marketing initiatives.

The Results: A Paradigm Shift in Market Engagement & Lead Generation

Our collaborative strategy delivered transformative and measurable results for ShardSecure:

  • Massive Uplift in Online Visibility: Overall impressions soared by 590%, with click-through rates increasing by an impressive 190%, indicating significantly more engagement with ShardSecure's online presence.
  • Significant Growth in Qualified Leads: The strategy led to a 53% increase in Marketing Qualified Leads (MQLs) compared to the previous period, demonstrating a marked improvement in lead quality.
  • Skyrocketed Organic Traffic & Ad Spend Efficiency: The topic-based organic content strategy was a resounding success. Website traffic from organic search increased by over 655%. This surge in organic interest allowed ShardSecure to reduce their paid advertising spend to just one-tenth (1/10th) of what it was in the previous year, achieving more impact for significantly less cost.
  • Dominating Social Media Engagement within Budget: Our topical social media strategies amplified ShardSecure's message. We worked closely with ShardSecure, understanding that, like many start-ups, every pound (£) spent needs to be optimised and deliver tangible results. This careful budget management was instrumental in achieving a phenomenal 2600% increase in social media impressions compared to the previous year.

Summary: Decoding Complexity, Delivering Growth.

YDMS empowered ShardSecure to overcome the challenge of communicating a complex, innovative product. By developing and executing a data-driven, multi-channel strategy focused on bespoke content and targeted ABM, we helped ShardSecure dramatically increase its market visibility, generate high-quality leads, and achieve remarkable efficiency in its marketing spend. ShardSecure is now better positioned to educate its market and capitalise on its technological advantages.

Ready to Transform Your Tech Marketing?

Are you a business with an innovative solution looking to cut through the noise, connect with your ideal customers, and drive real digital growth? YDMS provides the clarity, bespoke strategies, and cost-effective solutions you need.

Explore tailored support options with our package builder or contact us today for a free, no-obligation consultation! We're the friendly, reliable, all-round marketers ready to help your business achieve its strategic goals.