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From-scratch branding and website design

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Executed three shifts in brand positioning over two years

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Awareness campaigns conducted, to promote profile and attract attention

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Dedicated video, booth design, and event planning for AWS conference launch

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Full content strategy built and executed, with a focus on market-validated thought leadership

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Aporeto was a Silicon Valley startup offering machine identity-based micro-segmentation as a cloud security tool. In December of 2019, Aporeto was acquired by a global cybersecurity leader. Buttered Toast worked with Aporeto for the two years prior to their acquisition.

AWS Launch & Growth

 

In their earliest days as a startup, Aporeto hosted a launch event at an AWS conference in Las Vegas. In the space of one month, the Buttered Toast team and the Aporeto leadership team conceptualized a full conference presence. This included designing and building a log cabin (as a booth), producing printed materials, designing t-shirts and lanyards, and many other functions. The event was a huge success and drove some exciting early growth for the company.

Brand Positioning & Thought Leadership

 

In the two years prior to their acquisition, Buttered Toast were with Aporeto every step of the way. We drove two full-scale, bottom-up company branding projects. As the product evolved, we helped execute three shifts in brand positioning. Throughout this time, we kept up a full content output, with a focus on market-validated thought leadership in the form of pillar pages. We also produced a host of animated videos for branding and social media purposes.

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Awareness Campaigns on LinkedIn

In the final stretch, with the Aporeto product flourishing, the team knew that an acquisition was a possibility. We created dedicated and targeted awareness campaigns to raise our profile in the space. This involved creating landing pages aimed at specific personas within a target segment. These campaigns were highly successful; it was empirically demonstrated that they reached individuals who were influential in the eventual acquisition process.

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Full content strategy built and executed, with a focus on market-validated thought leadership

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Dedicated video, booth design, and event planning for AWS conference launch

donut

Awareness campaigns conducted, to promote profile and attract attention

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From-scratch branding and website design

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Executed three shifts in brand positioning over two years

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Featured Resources

Taking a Silicon Valley Startup from Founding to Acquisition

“Scaling a lean, tech-forward startup requires real expertise. Buttered Toast brought seasoned skills in branding, messaging, and every aspect of growth marketing. They were our dedicated partner for more than two years – unlike most other agencies I’ve worked with, they really felt like part of the team.”

– Amir Sharif, CMO, Aporeto

Personas: Why We Need Them

Discover why Personas are important especially in content, demand generation and SEO strategies.