Great tech doesn’t guarantee market traction
A cloud cybersecurity startup had a powerful platform designed for SMEs. But launching into the North American market came with a host of unknowns. They had questions many early-stage tech firms face:
- Who exactly should we be targeting?
- How are competitors pricing and positioning themselves?
- What are customers actually looking for—and where do we reach them?
Despite having a differentiated product, they lacked a clear go-to-market roadmap. Sales and marketing efforts were fragmented. There was no defined ICP, no messaging aligned to buyer journeys, and no framework for prioritizing which industries to go after first. Every delay meant lost opportunities and a slower path to revenue.
They partnered with Netscribes and sought to change that using data-first strategy.
Bringing structure to scale with research and strategy
Netscribes partnered with the client to build a GTM strategy fit for the cloud cybersecurity space from the ground up fast, and without guesswork.
We started with a two-pronged research approach:
- 40 in-depth interviews with decision-makers across SMEs
- 200 quantitative surveys across industries like healthcare, financial services, and professional services
- Comprehensive secondary research on cybersecurity trends, spending patterns, and vendor preferences
Our approach helped decode the competitive landscape, benchmark features, pricing, and position leading and emerging players. This gave the client a clear picture of where they could compete and where they could win.
We developed detailed customer personas, mapping industries not just by size, but by cybersecurity maturity and urgency of need. The team then built a segment-prioritization framework, spotlighting the three most valuable verticals, healthcare, financial services, and professional services from a cloud cybersecurity perspective.
From there, we helped craft a GTM playbook complete with sales channels, digital and content marketing strategies, pricing models, and messaging aligned to each segment’s buying journey.
From uncertainty to momentum, in just six months
With a cloud cybersecurity focused strategy in place, the client was able to execute with precision:
- Improved website traffic and social media engagement, driving brand visibility in a crowded space
- Growth in qualified leads month-over-month, thanks to persona-based digital campaigns
- New pilot clients onboarded within six months, validating both product-market fit and GTM alignment
- Rise in monthly recurring revenue (MRR), showing early commercial success
- Higher satisfaction across pilot clients, citing ease of integration and customization
The result? A startup with clarity—on who to target, how to engage, and where to grow next.
Netscribes, through target market identification pin points and helps you prioritize high-potential targets based on market opportunity, strategic fit, and growth potential.
Download our case study and explore how our GTM strategy can help you set your product for market success.
