Zero Networks

Microsegmentation leader Zero Networks and Blue Seedling create a fresh, new demand generation tactic: the industry holiday.

6 weeks

from initial concept to successful execution

0 to 1

A new industry holiday created from scratch

Dozens

of qualified demos scheduled

Industry
Cybersecurity

Buyer Persona
CISO

Location
Israel

Services Provided
B2B marketing team

Industry
Cybersecurity

Buyer Persona
CISO

Location
Israel

Services Provided
B2B marketing team

Zero Networks is an Israeli cybersecurity startup. They provide businesses of all sizes with an intuitive, centrally-managed microsegmentation solution that secures assets and defends against attacks. To date they have secured a Series A round from Venrock, F2 Venture Capital, and PICO Venture Partners, bringing them to a total of $25M in investments.

Cybersecurity is a crowded space. And since microsegmentation has historically been hard to achieve at scale, it can be seen as an empty buzzword. But for Zero Networks, achieving microsegmentation at scale and at cost was their core innovation. 

Their goal was to be the leader in the microsegmentation category, so they partnered with Blue Seedling to achieve that. Together, we created an integrated multi-channel demand generation campaign.

Thinking outside the box to win

At Blue Seedling, we have a deep bench of B2B marketing experts with years of experience, resources, and templates for just about everything. But instead of recycling old demand gen tactics, we came up with something fresh and outside-the-box: inventing and marketing a new industry holiday that would feature Zero Networks’ as the authority on microsegmentation.

Inspired by creative, “just for fun” holidays like National Coffee Day and International Cat Day, Microsegmentation Day was a truly unique, innovative campaign, with minimal budget and big results. For the date, October 6th was chosen because 106 = μ or ‘micro’ (a wink to math nerds).  

In just six weeks, the Blue Seedling team pulled together a complete market-facing campaign. The centerpiece was a dedicated micro-site built on Carrd, for which Blue Seedling wrote the copy and facilitated the design. The site featured educational content, links to related blog posts and case studies, and even a fun and interactive Microsegmentation Quiz to “test your knowledge”. All of this was topped off with a CTA for demo requests.

Concurrently, a multichannel integrated marketing campaign created buzz around the holiday and the site launch. This included PR, a promo video, email marketing, and an IRL company-wide party complete with pizza “segments” and microsegmentation-themed cocktails (fully documented for social media, of course).

The results

The perfectly-executed launch of ‘Microsegmentation Day’ on October 6, 2022 (specifically timed to coincide with Cybersecurity Awareness Month) positioned Zero Networks as the leader in the microsegmentation space. 

In the weeks following the launch, they were flooded with demo requests from new leads. And they continue to thrive and build momentum in the microsegmentation market.

More Case Studies

Want to explore working together?

Get in touch arrow_forward