Samdesk is a SaaS B2B tech startup specializing in real-time crisis detection and situational awareness for organizations in the security sector. Despite offering innovative solutions, they faced two significant challenges: low brand recognition in a market dominated by an industry giant and difficulty engaging a digitally wary and mistrustful audience, particularly within the cybersecurity and security industries.

  1. Competing with an industry giant in a market where brand recognition was low.

  2. Engaging a digital audience known for mistrust, particularly in cybersecurity and security sectors.

THE CHALLENGE
THE APPROACH

To overcome these challenges, we leaned into trust-building and community engagement:

  • Leveraged Brand Loyalists: Shared success stories from existing users through blogs, videos, and testimonials across digital platforms to foster credibility.

  • Built a User Conference: Designed and executed a user-focused event to strengthen community ties and establish Samdesk as a trusted industry leader.

  • Targeted Webinars: Delivered high-value, actionable content tailored to daily challenges faced by the audience, featuring insights from in-house subject matter experts (SMEs).

THE RESULTS

  • 25% increase in search volume for “samdesk”.

  • 40% increase in new bookings within one year.

  • Doubled attendance to user conference in a year.

  • Revenue doubled as trust and awareness grew.

The second annual Samdesk user conference.
MY CONTRIBUTION

  • I created all digital assets for the duration of the campaign, including email sequences and webinar invitations, blog posts, landing pages, and organic & paid social.

  • I designed and produced physical collateral for the user conference.

  • I supported planning and logistics for user conference, including on-the-day execution.

KEY TAKEAWAY

Working on this project taught me the importance of avoiding blanket solutions or one-size-fits-all tactics. Instead, success lies in evaluating a company’s unique strengths and crafting strategy around them.

This campaign tackled a significant threat (a mistrustful audience who did not easily engage with typical awareness tactics) by leaning into a core strength (a small but loyal existing user base) to build trust and drive results.