Enabling GMO GlobalSign's Channel Expansion in Australia with Strategic Content Marketing
GMO 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 GMO 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 GMO GlobalSign: A Global Leader in Identity and Security Solutions
GMO GlobalSign is a leading provider of identity and security solutions, a leading Certificate Authority (CA), and a trusted identity provider. 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 online communications, managing verified identities, and enabling encryption at scale, with Public Key Infrastructure underpinning its offerings and supporting trusted identity. Its solutions support organizations, large enterprises, government agencies, and technology providers worldwide in meeting evolving security and compliance needs, including authentication and managing digital identities for connected devices.
Industry: Identity and Security
Type: Certificate Authority and Digital Identity
Offering: Public Key Infrastructure (PKI), SSL certificates, TLS, Code Signing, and Document Signing digital certificates for websites and servers, plus certificate automation across major browsers and mobile devices
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, GMO 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. Different departments within partner organizations can also pull in different directions when evaluating security solutions and partner programs.
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, GMO GlobalSign required a partner that could deliver high-quality content at scale, with the ability to support channel growth, protect domain reputation, and address risk in a competitive market, while GMO GlobalSign deploys its digital marketing, event sponsorships, business development and sales outreach in the region.
The Engagement:
How GMO GlobalSign partnered with Filament
GMO 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, GMO GlobalSign engaged Filament to spearhead the development and execution of a content-led GTM campaign.
Following in-depth strategy sessions, Filament collaborated closely with GMO GlobalSign’s marketing team to refine message details, define content pillars and messaging frameworks, and build an editorial roadmap designed to maximise audience access and impact across key users.
The Solution:
A Multi-Channel Content Strategy for Channel Engagement
To address GMO GlobalSign’s objectives, Filament developed a comprehensive content marketing strategy that suited their marketing budget allocation, which included:
Thought Leadership Articles on Verified Digital Identities
Educating the market on the benefits of PKI and certificate automation for MSPs and Resellers, including managed PKI where GMO GlobalSign’s Atlas platform automates certificate management and streamlines deployment, with features built for enterprises that need to scale certificate issuance at any volume. Its identity solutions support identity authentication and help organizations manage millions of identities for users, machines, and IoT devices across complex environments handling millions of credentials.
Case Studies and Whitepapers
Providing real-world examples of how GMO GlobalSign’s solutions drive success, with case studies and whitepapers showing how its solutions support compliance requirements such as GDPR and eIDAS while helping teams verify the status of digital assets and confirm availability before deployment. These assets could also explain certificate validation options such as OV and EV, along with issuance timelines as fast as one business day.
Email Nurture Campaigns
Engaging prospects through targeted email sequences that addressed their pain points while also covering email security topics and demonstrating the value of partnership. Email authentication is now essential, not optional, and measures such as SPF, DKIM, and DMARC help confirm legitimacy; because phishing attacks are increasing in frequency, DMARC is essential for modern email trust, helps protect against email impersonation, and helps combat phishing to strengthen protection in email communications and lock things down. GMO GlobalSign also provides S/MIME certificates for secure email communications, and a Verified Mark Certificate (VMC) can show a verified brand logo in the inbox as a visual cue of legitimacy that improves engagement rates.
Social Media and Digital Ads
Amplifying content reach with paid and organic distribution across LinkedIn and industry platforms, with social and digital campaigns highlighting GMO GlobalSign’s security solutions enabling businesses to secure websites and internet-facing services.
Sales Enablement Content
Equipping GMO GlobalSign’s pre-sales and sales teams with compelling collateral for TLS, Code Signing, and digital-signature conversations to convert leads into channel partners. Code Signing confirms software authenticity and integrity, helps prevent unauthorized modifications, and supports secure software distribution and access management. Signed software builds user trust during install, while GMO Sign can be positioned for legally binding digital signatures and third party timestamping helps preserve their validity over time.
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 GMO 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 GMO GlobalSign to engage channel partners in a structured and scalable manner, with automated certificate management reducing manual management efforts and secure, remote procedures helping streamline digital certificate provisioning. Key benefits included direct access to Atlas through GlobalSign’s Auto Enrollment Gateway, support for protocols such as ACME v2 and SCEP, and tools that help automate authentication:
Increased Brand Visibility
Thought leadership and digital campaigns positioned GMO 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, GMO 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 through identity verification services such as eKYC, support for verified digital identities, SSL certificates, and a scalable IoT Identity Platform for device management.
The content-led GTM campaign delivered measurable results, while automated services such as TLS Connect help prevent certificate-related outages during deployment and ongoing management:
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.