Helping Privatise build links through market research

4 min read


The background

Appstractor Corporation is a developer of innovative, fully automated online privacy and security technologies. Its solutions enable small and medium-sized businesses to keep their activities private and data secure. Appstractor consists of three brands: Privatise, Trusted Proxies and Appstractor.


The challenge

Privatise was preparing to announce the official beta launch of its small business VPN – Privatise Online Encryption. This VPN would be the first (in the world) to be designed specifically for small and medium-sized businesses.

To ensure a successful launch and increase sign ups to the beta programme, Privatise needed help promoting its solution in target media and key online publications. This would enable it to increase brand awareness and visibility online, as well as generate new business opportunities.

Plus, as its new website was being built and optimised, Privatise needed a strong SEO foundation from which it could plan and achieve future business growth – and content played a key role in that process.

So, Privatise engaged The B2B Marketing Lab and B2BML’s sister agency ITPR – a B2B technology PR consultancy – and asked for help.


The campaign

Having carefully considered Privatise’s requirements, the Huble team devised a content-driven, thought leadership campaign. The campaign was based on the topic (and problem) of cyber security in small and medium-sized businesses (SMBs) and included a comprehensive market research report.

The market research report would be the centerpiece of the campaign – but for it to be created, it needed two things: questions and data.

First, B2BML worked closely with Privatise to come up with a series of questions in relation to SMB cyber security. These questions were to be presented to senior IT decision makers in UK SMBs to gain an understanding of the key issues they faced when it came to cyber security.

Once the questions were agreed and approved, B2BML sent these questions to Sapio Research – a leading professional business and consumer market research company – to get the data. Sapio Research then interviewed 500 senior IT decision makers in UK SMBs to get the data Privatise was looking for.

(It’s also important to note that the B2B industry standard for an accurate, representative sample size is 100 people.)


Creating the market research report

With the data in hand, the B2BML team created a comprehensive report – exploring the specific cyber security issues plaguing UK SMBs. The report was hosted on a landing page and advertised across several social media channels to drive awareness and downloads. In addition to advertising the research report, the B2BML team used the most prominent statistics to create several news articles for placement in the media and a series of blogs for the website.

These news articles were placed in Privatise’s key target media outlets along with links back to the website for Privatise Online Encryption. This helped to increase traffic to the Privatise website and improved its domain authority. The blogs, on the other hand, helped to boost the website’s SEO – due to the fact they were optimised for long-tail keyword terms relevant to the cyber security industry and linked to other key pages.

From just one market research report, the B2BML team was able to create a tremendous amount of content to support Privatise’s beta launch and its website. Furthermore, several inbound links were generated in the process, including links from:

  • TechRadar Pro (Domain authority: 91)

  • ITPro (Domain authority: 71)

  • ITProPortal (Domain authority: 71)

  • InfoSecurity (Domain authority: 67)

  • SC Media (Domain authority: 63)

In addition to these articles being placed on high domain authority websites, they were supplemented with bespoke features placed in technology publications.


The results

The four-month campaign managed to…

  • Deliver 20 pieces of online coverage

  • Acquire 12 new links to the market research landing page

  • Generate 406 landing page views and 68 submissions

  • Generate 55 new contacts for Privatise to engage with

Book a free SEO audit

Your website is your most valuable sales and marketing tool, so it needs to be as optimised as it can be. Uncover opportunities to boost your rankings with a free SEO audit.

Latest Insights

Sales & CRM

91 min read

The true cost of HubSpot: Exploring HubSpot's Total Cost of Ownership

This guide takes a look at the total cost of ownership (TCO) of HubSpot as well as the TCO of Marketing Hub, Sales Hub, Service Hub and Content Hub.

Read more

Sales & CRM

20 min read

HubSpot HIPAA compliance: everything you need to know

Explore HubSpot's HIPAA compliance. We cover the basics of HIPAA, challenges HubSpot faced, and HubSpot's new tools to meet compliance requirements.

Read more

Marketing & Growth

21 min read

Enhancing your marketing processes with HubSpot AI

Learn how you can integrate HubSpot’s AI assistants into your marketing processes to optimise your efforts and supercharge efficiency. 

Read more

Sales & CRM

17 min read

How to plan for a successful HubSpot Implementation

Key aspects of planning and managing HubSpot implementation. We'll guide you through every step to ensure a successful HubSpot implementation.

Read more

Marketing & Growth

10 min read

Why it might be time to consolidate marketing agencies

Learn why & when to consolidate your marketing efforts with an agency specialising in strategy, creative solutions & technical expertise.

Read more

Technical & Integrations

5 min read

HubSpot’s cookie consent banner update: What you need to know

HubSpot is updating its cookie consent banner to version 2 on July 5, 2024. Here’s what you need to know about the update & how to prepare for it.

Read more

Sales & CRM

27 min read

HubSpot user adoption: a comprehensive guide to boosting CRM adoption

Explore strategies, best practices, and tools to drive user adoption in HubSpot, ensuring a smooth transition and maximising user engagement.

Read more

Sales & CRM

37 min read

HubSpot security and compliance: best practices and automated tools

Explore how to leverage HubSpot’s security tools and resources to mitigate risks and ensure Security and Compliance in HubSpot.

Read more


3 min read

Huble named #1 in HubSpot Consultancy Proficiency and Marketing Strategy Agency on G2

We are proud to have been recognised as the leading solutions provider in the Best HubSpot Consulting Services category of the G2 Spring reports 2024. 

Read more

Marketing & Growth

22 min read

Everything you need to know about HubSpot Content Hub

Learn all about HubSpot's Content Hub, including the key benefits and pricing, what's changing and how Marketers can utilise the platform.

Read more