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Gridware is one of Australia's leading cybersecurity firms, specialising in incident response, managed detection, and cyber risk advisory for mid-market and enterprise clients. With a reputation built on technical excellence and frontline expertise, Gridware had no shortage of credibility in the market but their digital presence and marketing engine weren't converting that credibility into consistent, qualified pipeline. They came to Segments to fix that.

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Gridware is one of Australia's leading cybersecurity firms, specialising in incident response, managed detection, and cyber risk advisory for mid-market and enterprise clients. With a reputation built on technical excellence and frontline expertise, Gridware had no shortage of credibility in the market but their digital presence and marketing engine weren't converting that credibility into consistent, qualified pipeline. They came to Segments to fix that.

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Segments came in across five workstreams:

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GTM and Growth Strategy: We rebuilt Gridware's go-to-market foundation, redefining their ICP, tightening their positioning for both technical buyers and C-suite decision-makers, and aligning sales and marketing around a shared pipeline model.

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SEO: We overhauled their keyword architecture to target high-intent, buyer-stage search terms across incident response, MDR, and cyber risk. Content was restructured around authority and conversion, not just traffic. A core part of the strategy was getting Gridware ranking for high-volume, commercially valuable keywords including penetration testing and penetration testing Sydney, putting them in front of buyers at the exact moment they were searching for a provider.

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PPC: We launched and managed precision paid search and LinkedIn campaigns targeting CISOs, IT Directors, and risk and compliance leads at mid-market and enterprise organisations across Australia. Gridware were generating leads at over $670 CPL with no visibility into which were actually converting to MQL. We integrated Google Ads directly with HubSpot and shifted the bidding strategy to optimise against MQL rather than raw lead volume, fundamentally changing what the algorithm was chasing. This drove a significant improvement in lead to MQL rate and reduced CPL materially. We rebuilt landing pages to improve user experience and conversion quality, and set up automated email nurture sequences to move leads through the funnel faster and reduce the burden on the sales team.

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UI/UX: We redesigned key conversion pathways across the site, simplifying the buyer journey, sharpening messaging hierarchy, and building landing pages that matched intent at every stage of the funnel.

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HubSpot, Reporting and Tracking: We implemented HubSpot end to end, building out a full CRM and marketing automation setup from scratch. This included pipeline configuration, lead scoring, lifecycle stage mapping, and automated workflows connecting marketing activity directly to sales outcomes. We integrated Google Ads with HubSpot to enable MQL-based bidding, giving the paid campaigns real purchase intent signals to optimise against. We layered in server-side tracking to capture accurate conversion data beyond what browser-based tracking could see, ensuring paid channels were optimising against real signals rather than incomplete data. Beyond the technical setup, we built out sales enablement infrastructure inside HubSpot, giving the Gridware sales team the context, sequencing, and automation they needed to follow up faster and close more effectively. Email automations ensured no lead went cold, with workflows tailored to where each contact was in the buying journey. A unified reporting dashboard gave the Gridware team full visibility across every touchpoint, from first click to closed won, for the first time.

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