Filament

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Overview

2 - 9

Employees

2022

Year Founded

ABOUT FILAMENT

B2B Tech Go-to-Market & Website Security

Filament is a digital marketing agency specializing in B2B technology brands. We simplify the process of bringing new products and services to market, entering new markets, and broadening your outreach, whether you’re focused on hardware, managed IT services, cybersecurity, or SaaS. We collaborate with organizations in the APAC, Southeast Asia, and the US, partnering with business leaders to help them attract new clients, generate demand, run partner marketing campaigns, and acquire new customers. Protect your website from cyber threats with proactive managed security solutions that keep your site up-to-date, secure, and optimized for performance. Stay ahead of potential threats, safeguard your data, and concentrate on business growth with Filament's expert security and maintenance services. Explore our Website Security Services, which are backed by AWS and other security providers at: https://filament.digital/website-security/. Ready to elevate your B2B marketing but uncertain about where to begin? Do you have a specific project in mind? Connect with us at https://filament.digital.

Tech Stack

WordPress

Languages Spoken

English

HIGHLIGHTS

2 - 9

Employees

2022

Year Founded

Services

Focus

Industries

Clients

Services Provided

14% Search Engine Optimization (SEO)

10% Other Digital Marketing

10% Content Marketing Strategy

33% Go-to-Market Strategy

33% Other IT Consulting and SI

About the Team

OUR STORY

Our company specializes in guiding B2B tech firms—such as ISVs, SaaS providers, cybersecurity companies, and MSPs—in structuring their marketing teams for optimal growth. Recognizing that marketing alignment is crucial, we highlight four primary team models: fully in-house, full-service agencies, multiple specialized agencies, and a hybrid approach. We advocate the hybrid model where an internal team manages brand and strategy, while external experts handle technical execution, offering flexibility, enterprise-grade tools, and continuity. We emphasize the importance of aligning marketing with sales through shared KPIs and effective lead management, ensuring integration across channels to drive pipeline velocity and predictable revenue growth. Our insights cater to varying company needs depending on budget, speed of scaling, and technical specialization.

Portfolio

FUJIFILM CodeBlue: New Website & Positioning

FUJIFILM Business Innovation CodeBlue

To take advantage of the increasing demand for ICT and cloud services in New Zealand, FUJIFILM Business Innovation New Zealand made a strategic investment in enhancing its IT services subsidiary, CodeBlue, and collaborated with Filament to realize this goal. A distinct value proposition was essential for CodeBlue, and recognizing its significance in the marketing strategy, a new website was deemed necessary to support growth. The project for the website design and development was meticulously organized to cater to various target audiences, particularly focusing on different Ideal Client Profiles (ICPs). To ensure a unified brand identity, we created a new Website Style Guide that maintained consistent messaging and visual coherence across all web pages. Our all-encompassing design and development service included crafting all content, developing a cohesive visual identity, and overseeing the user experience (UX) and user interface (UI) of the new site. By integrating these components, Filament created a visually appealing site with multiple entry points on various pages, promoting ongoing engagement and nurturing visitors throughout their experience. Building upon the new value proposition, we produced fresh, customized content that effectively conveyed the core benefits and solutions available. Utilizing our SEO expertise, we generated search-intent-focused copy for each page, informed by comprehensive SEO research and content clustering approaches. This strategy ensured that the new website met the specific needs of different buyer personas, leading to more seamless user journeys while enhancing organic traffic. To support these strategies, we developed a variety of new pages tailored to different audiences and stages of the buying process. The result is a high-performance website that aligns perfectly with the company’s strategic vision, facilitating customer journeys for how FUJIFILM CodeBlue attracts and converts clients.

FUJIFILM CodeBlue: Microsoft Copilot Go-to-Market

FUJIFILM Business Innovation CodeBlue

When CodeBlue, FUJIFILM’s managed IT services subsidiary, aimed to launch their Microsoft Copilot Services, they partnered with Filament. Focused on IT decision-makers in small to medium-sized businesses (SMBs) with 20-400 employees, we created an AI Readiness Campaign in collaboration with Microsoft. This initiative was intended to engage SMBs considering their preparedness to adopt AI, particularly Microsoft Copilot. We devised a detailed multi-channel campaign plan, which included unique assets such as the Copilot Readiness Calculator and Assessment Report—both created by integrating four different software platforms to provide a smooth user experience. The Microsoft Copilot Go-to-Market campaign has proven to be quite successful. By utilizing various channels and delivering valuable, innovative content, the campaign not only sparked interest but also assisted IT decision-makers in navigating the considerations of AI adoption. The AI Readiness Calculator has emerged as a key lead generation tool, driven by the heightened focus on AI in the market, prompting SMBs to assess their AI preparedness and explore related opportunities. By facilitating the transition for SMBs from initial interest in Microsoft Copilot to a clear understanding of implementation steps, CodeBlue simplifies and enhances the decision-making process.

Cirrus Backup: Go-to-Market Acquired by Veeam

CT4 Cirrus Backup

When CT4 required a Go-to-Market strategy featuring a distinctive and unique value proposition for its new SaaS product and subsidiary, Cirrus, they sought the expertise of Filament. CT4 envisioned Cirrus Backup as a solution to make the safeguarding of Microsoft 365 data both simple and affordable. Although there were existing backup solutions for Microsoft 365 data, none matched the level of simplicity, efficient deployment, and cost-effectiveness that Cirrus aimed to achieve. The Cirrus solution represented a groundbreaking advancement in data protection capabilities for Microsoft 365 data. Through a series of workshops employing Filament's established methodology, the teams from CT4 and Filament collaboratively developed a strong value proposition. Filament then elaborated on this into a comprehensive messaging document that directed campaign communications and established the appropriate tone of voice. The key messaging focused on simplifying data protection for non-IT users, providing them with all the necessary functionality to manage their Microsoft 365 data protection. The Cirrus platform was described as an online backup tool for Microsoft 365 that could quickly and affordably initiate data backups within minutes. By collaborating with Veeam’s Channel Marketing team, the Cirrus SaaS solution was emphasized as being powered by Veeam. Ultimately, Filament took charge of executing the campaign by creating a new website, handling launch communications, developing email nurture campaigns, and providing substantial input on the Cirrus platform's development. This input included early product adoption involvement, user experience (UX) testing, and contributions to user interface (UI) design. The outcome was a Go-to-Market strategy that successfully led to a liquidity event and acquisition by Veeam, executed smoothly within the established timelines and budgets.

1 more project

Pricing Snapshot

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What Clients Have Said

"Filament delivers quality projects within budget and timeline expectations based on verified client feedback."

Based on verified reviews and internal benchmark data

PROJECT BUDGETS

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Select a service

Search Engine Optimization (SEO)

Other Digital Marketing

Content Marketing Strategy

Go-to-Market Strategy

Other IT Consulting and SI

Industry Recognitions

Best Content Marketing in Australia 2022 | Semrush

View source

Locations

Headquarters

Lvl 17, 1 Denison St

North Sydney, New South Wales, Australia 2060

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