Normalyze Case Study

Normalyze, a data security posture management software company, was ready to come out of stealth and launch it’s $22.2M Series A Funding announcement with the goal of making the biggest splash possible. In just under 5 weeks, Shape & Scale put together a launch plan, drafted communications materials, and implemented a HubSpot for Startups Program for the company.

Shape & Scale assessed the company’s existing messaging materials, and drew out key technical differentiators and market observations. Shape & Scale then created and implemented an extensive content and media relations strategy for Normalyze. They got to work on the press release and company FAQ, they also orchestrated a Medium account. Shape & Scale liased with leading VC firms, Lightspeed and Battery Ventures on launch strategy and execution.

For media relations, Shape & Scale recommended an exclusive strategy with VentureBeat to ensure feature coverage. This resulted in marquee coverage on the day of the launch. Shape & Scale conducted wider outreach on the day of the announcement, securing articles with Fortune Term Sheet, CyberWire, SC Magazine, Security Week, and more. Coverage continued throughout the month with an Insider feature, highlighting the company’s pitch deck.

In addition, we supported Normalyze across their in their product-led go-to-market strategy. The team needed a technical infrastructure to support their product and sales processes, that integrated with existing tools.

VentureBeat Article

”We partnered with Shape and Scale to launch our company and start building our PR and media relations programs. Both Suzanne and Pasha are pros by all means. They were able to get up-to-speed in no time and helped us announce Normalyze and secure outstanding coverage. In addition their digital marketing knowledge and experience sets apart and allows us to build integrated campaigns with our PR program.
Amer DeebaCEO & CoFounder | Normalyze

Shape & Scale set up HubSpot Marketing and HubSpot Sales hubs to help support the product launch. Within 10 days, Shape & Scale had both of these hubs integrated into their sales processes. We also helped build out an private application utilizing AuthO to help integrate their product with HubSpot.

Insider Article

For tech startups and private firms with $1-30M in annual recurring revenue, Shape & Scale is your go-to B2B consultancy.

We specialize in driving sustainable growth, combining HubSpot, PR, and RevOps expertise. Our approach means you get personalized and strategic guidance, making your growth journey successful, scalable, and sustainable.

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Access to Pasha and Suzanne

Initial intake, ramp up and strategy sessions to set the foundation for the program
A hands-on approach to strategy alignment with consistent execution to achieve program goals and KPIs.
Weekly meetings to track progress and activity
Quarterly or monthly reporting, depending on your goals and KPIs
Slack or project management tool collaboration based on your preferences, in addition to consistent email communications

Expected Outcomes

Communications

Brand Elevation: An aggressive communications approach to raise the visibility of your brand in the market

Communications Strategy: We set the strategy to help your brand grow; This will align back to your marketing objectives while being incredibly C-Suite focused.

Executive Thought Leadership: Elect 2-3 spokespeople and create platforms with a unique POV; We work with them closely to build their own brand.

Media Relations: Secure media opportunities to tell your story and begin driving buzz. Creativity of technology, business, podcast, and contributed bylines will fill up the program.

Content Development: Content strategy and execution for external communications materials, such as press releases, blogs or bylines.

Speaking and/or Awards Programs: We find the right speaking and and award opportunities to elevate the brand, your product, and your culture.

RevOps

Advanced Strategy Development: We go beyond the basics to develop more sophisticated go-to-market (GTM) strategies tailored to your specific business goals and market dynamics.

Comprehensive Tech Stack Overhaul: At this level, we’re not just optimizing; we’re transforming. This might involve introducing new technologies, advanced automation, and AI-driven insights to keep you ahead of the curve.

Deep Cross-Departmental Alignment: We work intensively on breaking down silos between departments, ensuring seamless collaboration and communication. This is where the magic of true RevOps comes to life, aligning goals, processes, and data across teams.

Advanced Attribution and Analytics: With a larger budget, we delve into more complex attribution models and analytics, providing granular insights into customer behavior, campaign performance, and ROI across all channels.

Customized Training and Change Management: We offer more personalized training sessions, including change management strategies to help your team adapt to new processes and technologies, ensuring long-term success.

Access to Pasha and Suzanne

Initial intake, ramp up and strategy sessions to set the foundation for the program
A consistent focus on strategy alignment with assistance from your internal team on execution.
Twice-monthly meetings to track progress and activity
Slack or project management tool collaboration based on your preferences, in addition to consistent email communications

Expected Outcomes

Communications

Brand Awareness and Differentiation: Create messaging and a narrative that truly differentiates from your competitors.

Communications Strategy: Determine the building blocks needed to build the brand; Create an announcement strategy and determine the best puzzle pieces to achieve your marketing goals.

Executive Thought Leadership: Elect one spokesperson to be the face of the company and create a platform with a unique POV.

Media Relations: Secure media opportunities to tell your story and begin driving buzz.

Content Development: Light content support for external communications materials, such as press releases, blogs or bylines.

RevOps

Foundation and Frameworks: Laying the groundwork. We dive deep into understanding your current processes, technology stack, and alignment (or lack thereof) between departments. It’s about setting up the basics right.

Technology Optimization: We fine-tune your existing tech stack, ensuring you’re getting the most out of your current investments. This often involves streamlining tools, improving integrations, and enhancing data flows.

Process Enhancement: We identify bottlenecks and inefficiencies in your sales, marketing, and service processes and implement targeted improvements to enhance productivity and effectiveness.

Basic Attribution Modeling: We set up fundamental attribution models to give you clearer insights into which marketing and sales efforts are driving results, enabling better decision-making.

Training and Enablement: We provide foundational training for your team to ensure they can effectively use the tools and processes we’ve put in place.

Access to Pasha and Suzanne

Initial intake during month one to understand your goals with recommendations to follow on your focus for the proceeding two quarters.
One monthly meeting with Pasha and Suzanne collectively to discuss strategy
One monthly meeting with Pasha and Suzanne individually to review your progress and offer you specific feedback

Expected Outcomes

Empowerment With Structured Guidance: With our tools and frameworks, you are empowered and confident to perform tasks at your own pace with our structured guidance.

Process Creation: Start your sales, marketing, and communications processes on the right foot from day one. Determine your roadblocks and let us map out the solution.

Consistency: Templates help maintain a consistent format and structure across various documents or tasks, ensuring a unified output.

Scalability: The program can be easily scaled as more individuals within the organization adopt and benefit from the self-service model.