Overview
As a startup in the two-factor authentication space, 2FA faced the challenge of disrupting an established market with limited resources. Advertas partnered with executive leadership to strategically allocate budget for maximum impact—developing branding, executing a high-impact tradeshow strategy, producing compelling marketing materials, and building a global reseller network. The result? 2FA became the dominant name in two-factor authentication, securing 75% market share in target verticals before being acquired by Identity Automation.
- Client: 2FA, Inc.
- Industry: Enterprise Software – Cybersecurity
- Services:
Branding
Content development
Event management
Product launch
Reseller development
Sales enablement
Strategy Consulting
Tech stack design, implementation & integration
UX design
Websites
White papers & collateral
The Client
Founded in 2006, 2FA revolutionized authentication by introducing the first plug-and-play platform capable of deploying multiple authentication factors in parallel within a single solution.
The Challenge
After signing an OEM agreement with HID, the market leader in physical access, 2FA needed to simultaneously train and support a global reseller network while growing its direct business and establishing itself as a market leader.
The Approach
Advertas began by creating a strong brand identity, including a new logo and website. This quickly expanded into a robust marketing strategy, featuring high-impact tradeshow appearances, press releases, white papers, and product collateral. Advertas produced video testimonials from early adopters, leveraging their influence to drive sales in key verticals. Acting as an extension of 2FA’s team, Advertas provided the marketing expertise and execution power typically reserved for large enterprises—on a startup budget.
The Outcome
Through strategic marketing execution, 2FA skyrocketed from a startup to 75% market share in target verticals, positioning itself as the industry standard. Shortly after, the company was acquired, a testament to the effectiveness of the Advertas-led strategy. 2FA executives credit Advertas’ deep industry understanding and holistic approach as key drivers of their success.
Shaun Cuttill
Co-Founder & CTO
“They [Advertas] worked very well within our budget – both as a startup in advising less-expensive solutions that were still effective, and as we grew – advising where we could get the most out of our marketing budget without spending unnecessarily. I felt their advice helped us avoid many of the pitfalls of others in our industry, allowing our business to remain profitable, even when our competition was taking significant losses. During the due diligence process [of the acquisition], the feedback we received from acquiring investors was a criticism that we hadn’t spent more on marketing.”
