case study
Bringing Avertium's Fusion MXDR Service Strategy to Fruition
Bringing Avertium's Fusion MXDR Service Strategy to Fruition
Services
- Messaging Architecture
- Market Research + Customer Interviews
- Visual Brand Refresh
- Content + SEO Strategy
- Website Design
- Master Sales Deck
Services
- Messaging Architecture
- Market Research + Customer Interviews
- Visual Brand Refresh
- SEO Strategy
- Website Design
- Go-to-Market Materials
- Social Media
The ASK
Bringing Avertium's Organizational Message Down to the Service Level
Avertium is a managed security services provider (MSSP) that helps companies attack the chaos of the threat landscape with context.
Ever since Avertium enlisted ModusMark to refresh the Avertium brand and develop its signature “attack chaos with context” organizational messaging strategy, ModusMark has played an integral role in developing and refining Avertium’s brand strategy.
While the MSSP landscape is commoditized, Avertium has three key differentiators that help the company stand out: a business-first mindset, a cyber fusion philosophy (context-based approach), and the human element (superior service).
So, when the concept of Cyber Fusion Centers came onto the scene, Avertium’s CRO, Ben Masino, enlisted the Modus team once again to help bring Avertium’s newest managed security offering, Fusion MXDR, to market.
Key Objectives
Key Objectives
01.
Understand the shifting market need towards more connected, more proactive, and more context-driven cybersecurity.
02.
Revamp Avertium's visual brand to be less war-focused and more aligned with chemistry (to better depict the concept of fusion).
03.
Develop a service-specific messaging strategy that spoke to the market need for more connected, context-based cybersecurity.
04.
Stake a claim to cyber fusion, create stickiness with managed security customers, and differentiate Avertium's managed security services offering.
01.
Understand the shifting market need towards more connected, more proactive, and more context-driven cybersecurity.
02.
Revamp Avertium's visual brand to be less war-focused and more aligned with chemistry (to better depict the concept of fusion).
03.
Develop a service-specific messaging strategy that spoke to the market need for more connected, context-based cybersecurity.
04.
Stake a claim to cyber fusion, create stickiness with managed security customers, and differentiate Avertium's managed security services offering.
"The ModusMark team was incredibly collaborative with us, which yielded a stronger strategy and improved alignment. They felt like part of our team, which was critical as we rebuilt and relaunched our brand."
BEN MASINO
Chief Revenue Officer
THE STRATEGY
Keeping the Brand Strategy Cohesive and Clear
The concept of cyber fusion wasn’t new to Avertium’s brand. The MSSP calls its security operations centers (SOCs) “cyber fusion centers,” and one of its brand pillars (i.e. key differentiators) is “cyber fusion philosophy.”
This meant that ModusMark needed to strike a balance– one that made Avertium’s new Fusion MXDR service line feel separate from these existing cyber fusion concepts, while also maintaining a cohesive connection with the larger Avertium brand.
Here’s what that looked like:
PHASE 1
Revisit and Refresh the Avertium Brand Strategy.
ModusMark began with a deep dive into Avertium’s business– conducting market research, customer interviews, competitor analysis, and internal interviews with key leaders.
A custom messaging development workshop was created using ModusMark’s research in step 1. Here sales, marketing, and customer delivery shared unique perspectives that started to reveal Avertium’s story.
As emerging themes and key messages surfaced, ModusMark began shaping the initial messaging strategy. They collaborated with Avertium to gut check their findings and craft a story that positioned Avertium’s customer as the hero and its brand as the guide.
With Avertium’s new Brand Strategy in hand, ModusMark worked on the visual activation– moving away from Avertium’s previous war-oriented imagery and towards chemistry-oriented imagery so that cyber fusion was front and center.
Avertium’s Refreshed Brand Operating System
Click the slides below to see the new brand imagery in action.
PHASE 2
Build the Service-Level Messaging Strategy for Fusion MXDR.
ModusMark worked with Avertium’s sales and marketing teams to understand the market need, user outcomes and features of its new Fusion MXDR service. Through competitor research, they identified a strategy for highlighting the key differences in Avertium’s new offering.
ModusMark used their recent research in tandem with their audience, market, and company insights from phase 1’s organizational messaging strategy. This helped them understand how to leverage the growing concept of “cyber fusion” in a way that was unique to Avertium, yet accessible to the entire market.
When it was time to put pen to paper, ModusMark crafted a story that helped the target audience easily understand what Fusion MXDR was and how it solved their problems. By putting the customer at the center of the story, it acknowledged the target audience’s operating reality, preemptively addressed their objections, and communicated important nuances to this crowd like the onboarding process.
ModusMark built a Fusion MXDR page on Avertium’s website with copywriting and visual designs that clearly communicated Fusion MXDR’s functionality, benefits, differentiators, and outcomes. Additionally, ModusMark developed new content that further reinforced Avertium’s claim and point of view on the term “Cyber Fusion.”
THE Impact
The Impact of Fusion MXDR
It’s especially difficult for an MSSP to differentiate itself because the industry is so highly commoditized. However, with this messaging strategy, Avertium was able to position itself as a leader in the next generation of MSSPs that’s taking a different approach to cybersecurity. It also enabled Avertium to cross sell into and create more stickiness with existing clients.
The Fusion MXDR product page also helped Avertium exceed key 2022 marketing goals, including:
of website visitor goal
of new lead goal
of MQL goal
"The work has been nothing short of phenomenal."
BEN MASINO
Chief Revenue Officer, Avertium
Cyber Fusion Case Study
See Fusion MXDR in Action
Click through to see a sample case study that ModusMark created as part of the customer research and messaging development work for Avertium’s Fusion MXDR offering.
