Fox Crypto generates 1,000+ followers and 75% more handraisers

Tags: IT, Security
Company: Fox Crypto (now Sentyron)
Challenge: Shifting from an inside-out approach to a market-driven strategy.
Resultaat: +1000 nieuwe LinkedIn volgers, groei van het aantal handraisers met 75% / nieuwe contacten via webinars +100

The challenges

Fox Crypto faced a major challenge: repositioning itself as an independent player in the market. Especially after the acquisition by CR Group, it proved difficult to communicate a clear and distinctive identity, something that is essential for continued growth. In particular, Fox Crypto wanted to strengthen its positioning around its DataDiode product as the expert in high-assurance data security.

The key challenges were:

• Expert positioning within a niche, and translating a complex message into clear, understandable language.
• Visibility: Fox Crypto had very limited visibility in its market, which hindered the attraction of the right partners and customers.
• Complex propositions: The propositions were complex, making it difficult to compete effectively in the international market.
• Immature marketing function: The marketing department was not yet fully established, leading to inefficiencies in reaching target audiences.
• Use of social media: Optimising social media channels for Fox Crypto to reach a broader audience and increase the visibility of the DataDiodes. This included developing a focused content strategy to communicate the message effectively.

The approach

How do we position ourselves as experts in our markets? And how do we reach our target audiences efficiently? These questions formed the starting point of Beyond Products’ involvement at Fox Crypto.

Positioning and messaging as the foundation
Our approach began with sharply defining the company’s positioning as an expert in its niche. We developed a clear messaging framework to articulate the value of Fox Crypto’s solutions and its unique proposition. It was essential to involve both internal and external experts in this process. By leveraging the knowledge and experience of the internal team as well as market leaders, we were able to create an authentic and credible story.

Website as a communication tool
The website served as a key instrument to reinforce and communicate this message. We developed focused proposition pages to convey the value of the solutions offered in a clear and compelling way. The website was not the end goal, but a powerful tool to effectively communicate the defined positioning.

Leveraging expertise to build trust
To build trust, we engaged experts from both the organisation and the market. Interviews with internal experts and market leaders were used to highlight the depth of the solutions and demonstrate their value in practice. This was crucial in strengthening the company’s credibility.

Activities
After establishing the positioning and messaging framework, the website was developed as the foundation for further marketing activities. What followed was a strategic trajectory combined with marketing-as-a-service:

• New website and proposition pages
• Sales collateral with a strong, clearly defined vision
• Content strategy, creation & proof points with a video-first approach
• Use cases, webinars and expert content
• Campaign development
• LinkedIn paid & organic campaigns
• Partner marketing plan

Creative assets

The results

• 1,000+ new social media followers, resulting in a significant increase in visibility.
• A 75% increase in handraisers, demonstrating growing interest in the products and expanding sales opportunities.
• 100+ new contacts via webinars, leading to more high-quality leads and conversations.
• Positive feedback from the partner network, increasing brand recognition within the industry and strengthening relationships with existing partners.
• More effective sales conversations, as the company can now clearly articulate the value of its solutions, accelerating customer decision-making.
  

Next steps

With increased visibility and improved positioning, the company now has the opportunity to build further on the foundation that has been laid. Going forward, Fox Crypto will continue optimising its propositions and campaigns, aiming to reach customers with even more targeted content and solutions.

About Fox Crypto
For more than two decades, Fox Crypto has been a pioneer in high-assurance security solutions for protecting classified information and ensuring data integrity. With a rich portfolio of products, such as the Fox DataDiodes, Fox Crypto guarantees the confidentiality or integrity of information through assured real-time, one-way data transfers. Fox Crypto is a Dutch private limited company (B.V.) based in Delft, the Netherlands.

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