Content Marketing Case Study

Yubico Builds a Robust Sales Pipeline With a Content Marketing Engine

Yubico is a cybersecurity pioneer that has reimagined phishing-resistant multi-factor authentication (MFA) with hardware security as a service that eliminates passwords, accelerates zero trust strategies, and reduces credential theft by 99.9%. To help Yubico engage buyers in a crowded cybersecurity market, Firebrand established a content engine that built awareness, generated leads, and drove conversions.

Image showing front page of Yubico solution brief titled "Cyber insurance requirements raise the security bar"

Yubico white paper image with title "the critical strong authentication need for privileged users"

Image of yubico whitepaper with title "securing telecommunications against modern security threats"

image of article post with title "why banks need to act now or risk non-compliance with new Consumer Financial Protection Bureau (CFPB) guidance"

Key Results

Contributed to 100% YoY marketing-generated pipeline growth

2.4x higher landing page conversion rate than B2B benchmark

35% more time spent on Yubico’s blog than B2B benchmark

70+ content assets created in 2022 alone

Spanned 10+ horizontal and vertical themes

Approach

The first step was to build a content engine that could support buyers throughout the sales journey. Working closely, the Yubico and Firebrand teams established an efficient process for content planning, production, and approvals. With it, Firebrand helped Yubico launch a comprehensive library of assets, spanning eBooks, white papers, blog posts, case studies, and solution briefs.

To maximize the impact, every asset was grounded in sales insights and mapped to an agreed set of business scenarios and drivers, from evergreen use cases to timely topics such as the Executive Order mandating phishing-resistant MFA in Federal agencies and the growing cyber insurance requirements. Additionally, dedicated assets were produced for each target vertical to support the sales team’s industry focus. To create a full-funnel journey, Firebrand crafted blog posts to drive prospects to each gated asset, while an SEO content program leveraged content anchors and glossaries to increase overall volume of UVMs and direct buyers toward the blog.

In their words

“Firebrand has been a strong strategic content partner over the years and we’re seeing tangible marketing success as a result of our close collaboration. The team brings great ideas forward and has become, in essence, an extension of the Marketing organization that continues to demystify key topics in cyber security with a goal to make the internet safer for individuals and businesses alike.” – Abby Guha, Vice President, Global Product Marketing, Yubico

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