Campaign Components
Content Marketing & SEO | Search & Social Advertising | Marketing Technology | Analytics & Reporting
A risk management solutions software company was focused on enterprise risk management (ERM) and vendor risk management (VRM) platforms. The company served regulated industries such as financial services, healthcare and insurance.
They needed to build a brand and content framework to present their platforms’ value proposition and position themselves for acquisition.
Organization Goals and Challenges
The company came to us with clear marketing objectives. We ultimately positioned them strongly on their acquisition path through our work, which included:
- Elevating brand positioning and differentiator messaging within a competitive risk management software space.
- Developing compelling sales collateral (flyers, brochures), blog content and digital advertising campaigns to fuel pipeline and lead generation.
- Targeting decision makers (GRC heads, vendor risk leads, compliance executives) via LinkedIn and Google Ads.
Marketing Strategy
Content Marketing: Sales Collateral, Flyers, Blogs & Trade Show Support
Our layered content strategy supported sales enablement and lead generation:
- Developed updated brand messaging and value proposition frameworks (e.g., “Vendor risk under control,” “Enterprise wide risk visibility”) that aligned with the software’s differentiation.
- Designed printed and digital flyers and brochures for senior level outreach and trade show use, highlighting key platforms.
- Built a blog calendar targeting mid funnel and top funnel topics: e.g., “How to minimize third party vendor risk in financial services,” “5 common ERM mistakes and how to fix them.” Each blog was optimized for SEO, shared via social and used in nurture programs.
Search & Social Advertising
To accelerate pipeline, we deployed targeted paid campaigns:
- On LinkedIn: Sponsored content campaigns targeted to compliance officers, vendor risk managers and GRC executives in industries such as banking, insurance, healthcare.
- On Google: Search campaigns targeting high intent keywords like “vendor risk management software,” “enterprise risk management platform,” “third party risk solution financial services.”
- Ad creatives and landing pages tied directly to the content assets and value props built through collateral and blogs, ensuring alignment across channels.
Marketing Program Results
- This content became core assets for go to market efforts. The acquiring company contracted with TDF to have many of these updated and rebranded for the new company.
- Strong alignment of digital advertising campaigns with content assets and audience segments.
- Demonstrated lead volume and quality growth within vendor risk, compliance and GRC segments.
- Contributed to the company’s attractiveness in the risk management software space.
High quality sales enablement collateral and blog content
Core assets for go to market efforts
Acquiring company hired TDF to update and rebrand assets
Alignment of digital advertising with content assets and audience segments
Higher relevancy and engagement
Growth in lead volume and quality with target decisionmakers
Enhanced brand positioning in the risk management software space
TDF helped us identify topics, write and design content, and researched the GRC space to provide current, educational content with little involvement from us. They were a big asset to the success, and I would love to work with them again.”
Conclusion
Our partnership with the risk management software company illustrates how a focused content and digital advertising strategy can support not just lead generation, but strategic positioning for business outcome events such as acquisitions. By delivering aligned content, we helped the company strengthen both its market presence and its growth narrative — enabling its successful acquisition.
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