Comcast Business Drives Increase in B2B Lead Generation with Cybersecurity Thought Leadership Campaign

Executive summary

Comcast Business helps support customers of all sizes against cyberthreats with innovative cybersecurity solutions developed with leading vendors. To showcase our capabilities and increase digital engagement and lead generation, we launched a Cybersecurity Awareness Month campaign that drove to gated thought leadership content on our website focused on security trends and our portfolio of solutions. Recognizing the distinct needs of businesses, we promoted our experience with cybersecurity solutions through gated content users otherwise could not get.

The strategy centered around a cross-channel marketing campaign timed with Cybersecurity Awareness Month, driving traffic to a cybersecurity content hub where users could download our 2024 Cybersecurity Threat Report and learn more about Comcast Business solutions. This approach resulted in a significant increase in lead generation and growth in new sales opportunities, demonstrating the success of leveraging thought leadership to build customer relationships and brand credibility.

Objectives

Comcast Business’s marketing team embarked on an initiative to increase B2B engagement and lead generation with medium and large enterprises during Cybersecurity Awareness Month. The digital experience and our cybersecurity webpage became the hub of the campaign. Our objectives were to:

  • Raise awareness about the importance of cybersecurity
  • Showcase our growing cybersecurity portfolio and expanding role as a leader in the market
  • Highlight our differentiated service experience with expertise in technology, verticals, and specific customer needs

Strategy

We designed a digital experience where users could learn more about the cybersecurity landscape, the technology behind it, and how Comcast Business’s robust detection and security solutions can help organizations safeguard against evolving cyber threats.

Our strategy consisted of:

  • Transforming our cybersecurity solutions webpage into a content hub with the 2024 Cybersecurity Threat Report as a gated hero asset
  • Launching an integrated marketing and communications plan that aligned with Cybersecurity Awareness Month in October to drive traffic to download the report

Cybersecurity content hub

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Transforming our solutions webpage into a cybersecurity content hub

As sophisticated threats evolve and digital adoption expands attack opportunities, organizations need trusted cybersecurity partners to design and manage effective solutions that can help prevent, detect, and respond.

To help visitors understand why they should care about cybersecurity threats and how to get solutions that help prevent them, we redesigned our cybersecurity solutions page into a digital destination, featuring our 2024 Cybersecurity Threat Report as a gated hero asset.

The 2024 Comcast Business Cybersecurity Threat Report

The report provides an in-depth analysis of the evolving cybersecurity landscape, drawing insights from 29 billion attempted cybersecurity attacks against Comcast Business customers in 2023. It features actionable steps companies can take to better protect their digital ecosystems.

Data visualization

We also added multiple engagement pathways for users on the site, including a data visualization component to the webpage highlighting key statistics from the threat report, and links to refreshed cybersecurity articles, such as “How AI is reshaping cybersecurity as we know it.”

Refreshed cybersecurity articles

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Launching an integrated marketing and communications plan

We aligned this project with Cybersecurity Awareness Month in October. Through a cross-channel coordinated marketing campaign, we drove traffic to our cybersecurity hub throughout the month to help maximize our lead generation.

New content included gated content placements throughout the rest of our website on strategic pages, as well as new articles, webinars, videos, and an infographic. Our paid media amplified the threat report via paid social media ads, digital display ads, sponsored newsletters, and media partnerships with The Wall Street Journal and CNBC.

New video content supporting the cybersecurity campaign

Paid social media ads

Paid media partnerships

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Results

By focusing on a cybersecurity digital destination that all marketing channels rallied around, we saw a:

  • 5x increase in lead generation
  • Projected 6x increase in new opportunities
  • 3x increase in total lead rate