Enabling GlobalSign's Channel Expansion in Australia with Strategic Content Marketing
GlobalSign, one of the world’s most deeply-rooted Certificate Authorities (CAs) who leads in the provision of identity and security solutions, sought to expand its channel partnerships across Australia. To achieve this, they required a strategic content-led marketing approach that would effectively engage Managed Service Providers (MSPs), Value-Added Resellers (VARs), and System Integrators.
Filament partnered with GlobalSign to develop and execute a multi-channel Go-to-Market (GTM) campaign over 12 months. This case study explores how Filament’s expertise in content strategy, copywriting, and creative design enabled GlobalSign to reach and nurture key channel partners, to help strengthen its position in the Australian market.
About GlobalSign: A Global Leader in Identity and Security Solutions
GlobalSign is one of the world’s most deeply rooted Certificate Authorities (CAs) and a leader in identity and security solutions. The company empowers businesses, cloud-based service providers, and IoT innovators with high-scale Public Key Infrastructure (PKI) and digital identity solutions.
With a global presence spanning the Americas, Europe, and Asia, GlobalSign plays a critical role in securing digital communications, managing verified identities, and enabling encryption at scale. Its solutions support enterprises, government agencies, and technology providers worldwide in meeting evolving security and compliance needs.
Industry: Identity and Security
Type: Certificate Authority and Digital Identity
Offering: Public Key Infrastructure (PKI), SSL/TLS Certificates, Document Signing, Certificate Automation
Target Market: Enterprise, Government Agencies, Managed Service Providers (MSPs)
Filament Services Used:
The Challenge:
Expanding Channel Reach in a Competitive Market
To fuel growth in Australia, GlobalSign needed to strengthen its channel partnerships and increase brand awareness among MSPs, VARs, and System Integrators.
While GlobalSign had a strong global reputation, expanding in a new market presented challenges. The company needed to engage new audiences, re-engage former contacts, and nurture existing customers for upsell and cross-sell opportunities.
Additionally, differentiating itself from well-established competitors in the region required a compelling content strategy that aligned with the needs of prospective partners.
With ambitious goals for market penetration, GlobalSign required a partner that could deliver high-quality content at scale while GlobalSign deploys its digital marketing, event sponsorships, business development and sales outreach in the region.
The Engagement:
How GlobalSign partnered with Filament
GlobalSign’s Singapore-based Head of Marketing discovered Filament via an ad on LinkedIn. Converting on the LinkedIn ad and exploring Filament’s website, the Marketing executive reached out for introductions.
With extensive experience in B2B technology marketing in APAC, Filament was well-positioned to align with their objectives and deliver a tailored approach that would drive engagement with channel partners.
Recognising the need for a strategic content marketing partner, GlobalSign engaged Filament to spearhead the development and execution of a content-led GTM campaign.
Following in-depth strategy sessions, Filament collaborated closely with GlobalSign’s marketing team to define content pillars, messaging frameworks, and an editorial roadmap designed to maximise outreach and impact.
The Solution:
A Multi-Channel Content Strategy for Channel Engagement
To address GlobalSign’s objectives, Filament developed a comprehensive content marketing strategy that suited their marketing budget allocation, which included:
Thought Leadership Articles
Educating the market on the benefits of PKI and certificate automation for MSPs and Resellers.
Case Studies and Whitepapers
Email Nurture Campaigns
Engaging prospects through targeted email sequences that addressed their pain points and demonstrated the value of partnership.
Social Media and Digital Ads
Amplifying content reach with paid and organic distribution across LinkedIn and industry platforms.
Sales Enablement Content
Equipping GlobalSign’s pre-sales and sales teams with compelling collateral to convert leads into channel partners.
By leveraging high-quality content across multiple channels, Filament helped GlobalSign establish credibility, drive awareness, and nurture relationships with key decision-makers in the channel ecosystem.
This content marketing fitted perfectly with GlobalSign’s digital advertising, event sponsorship strategy, business development and sales outreach.
The Benefit:
A scalable and targeted approach to channel growth
Filament’s content-driven approach enabled GlobalSign to engage channel partners in a structured and scalable manner. Key benefits included:
Increased Brand Visibility
Thought leadership and digital campaigns positioned GlobalSign as a trusted authority in the Australian market.
Enhanced Partner Engagement
Strategic content nurtured MSPs, VARs, and System Integrators, moving them through the buyer’s journey.
Data-Driven Insights
Campaign performance analytics provided actionable insights to refine messaging and optimise engagement strategies.
With a cohesive content strategy, GlobalSign was able to effectively communicate its value proposition and foster long-term relationships with channel partners.
The Result:
Strengthening GlobalSign’s market position in Australia
The strategic content marketing approach provided GlobalSign with a sustainable foundation for continued channel growth in Australia, reinforcing its leadership in the digital security space.
The content-led GTM campaign delivered measurable results, supporting GlobalSign’s channel expansion efforts:
Engaged Contact Database: Improved email open and click-through rates, indicating strong resonance with the target audience.
Higher Engagement Rates: Improved email open and click-through rates, indicating strong resonance with the target audience.
Better Qualified Leads: Sales teams were equipped with better-informed and engaged prospects, leading to higher conversion rates.
Ready to elevate your channel partner engagement?
If your business is looking to expand its channel partnerships with a strategic, content-driven approach, Filament can help. Contact us today to discuss how we can craft a tailored marketing strategy that drives engagement and growth.