500+ Campaigns, $500K Saved: The Marketing Engine Behind $200M ARR Growth

OVERVIEW

In the early days of telephony, connecting a call wasn’t as simple as, “Hey Siri, call Mom.” Operators had to manually link circuits, plugging cables into switchboards to create a connected call. Without a structured system, connections would be slow and prone to failure. Armis found itself in a similar predicament – not with phone lines, but with speedily expanding marketing operations.

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THE CHALLENGE

Scaling rapidly, but facing fragmented marketing and rising costs

Soaring towards their goal of achieving an impressive 100M ARR, Armis was navigating the complexities of the growing pains associated with a rapidly scaling business. With an expanding team, new territory launches and heightened presence at industry-defining events like Black Hat and RSAC, their marketing needed to both keep up with and capture this new demand. But, fragmented campaign planning and execution were holding them back. Instead of driving results, their efforts led to diluted messaging, budget-draining paid media costs, and a weakening brand identity.

In August 2022, Armis partnered with Bordeaux & Burgundy, entrusting us with the challenge of delivering 36 high-impact campaigns annually.

“Our partnership with Bordeaux & Burgundy has been a game-changer for Armis, far exceeding any traditional outsourcing model,” says Conor Coughlan, Chief Marketing Officer at Armis. “Rather than just an external agency, Bordeaux & Burgundy has been a true extension of our team – seamlessly integrating with our internal teams to scale and execute high-impact, revenue-generating campaigns.”

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THE SOLUTION

A strategic overhaul of structure, automation, and precision targeting

Bordeaux & Burgundy knew what Armis needed most. Structure and autonomy for each individual marketer on their team. We got to work untangling the wires.

First, standardized briefing forms. Every regional marketer needing to launch a campaign followed the same briefing process. Meaning alignment synchronized between regional and overall strategies. Quicker campaign launches, each speaking to the bigger picture.

A custom project management interface coordinated the growing number of regional and global campaigns. Each individual at every level of the Armis demand-generation team could view, manage, and approve all projects from a centralized hub, giving structure and coordination to the process. A live campaign calendar meant collectively we could organize, reorganize, monitor, and see all activity statuses at a micro level, all the way through to reporting. 

The increase in campaigns meant more assets to produce. More assets and a large group of approvers increased the risk of branding becoming inconsistent. We worked with Armis’ creative team to establish a template system: a suite of flexible assets that encouraged fast production, maintained brand consistency, and allowed for creative flexibility - crucial to great marketing.

“Their ability to operate at speed and precision has not only amplified our market presence but also made our internal teams more effective,” notes Coughlan.

Campaign output increased significantly. That meant more Armis in more places saying more things. We needed to strike the balance between a cohesive voice and one that has a lot to say. As ambassadors of the Armis tone of voice, all feedback was funneled through a quality assurance process. Always referencing back to the new brand guidelines, we kept all marketing materials consistent with the brand, whilst championing best practices. Personal preference never overshadowed the broader strategy and purpose.

After a thorough cleanup of their contact data sources and CRM, we worked with the Armis team to categorize their focus audiences, grouped regionally, by industry, seniority and job title. This drilled-down audience made way for precise targeting, both on paid advertising and in email campaigns – reducing advertising costs exponentially while also minimizing audience friction between campaigns. Ensuring promotional emails were relevant to each segment and persona within that segment, we reduced unsubscribe rates, and increased engagement. 

A recurring cadence of meetings between dedicated Bordeaux & Burgundy account managers and Armis campaign owners created space for collaboration, feedback, and strategic decision-making. These sessions adjusted strategy in real time while keeping all parties, globally, on the same page – paramount in a time of rapidly shifting business priorities. 

This wasn’t process for process sake - it launched 500+ campaigns since 2022. Every click, every conversion, every dollar spent turned into actionable insights. Every campaign would become better than the last. 

Coughlan adds,

“Simply put, Bordeaux & Burgundy has enabled us to execute at scale and drive success faster than ever.”

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THE RESULTS

500+ campaigns, $500K saved, and a milestone $200M ARR

Bordeaux and Burgundy is an embedded extension of the Armis team, saving approximately $800,000 on in-house hiring costs. Over 500 campaigns were delivered across multiple regions, in multiple languages – blowing past our goal of 36 campaigns a year at warp speed. With a 270% year-on-year increase in campaign output and a strategic approach to paid media targeting, Armis was able to do more while spending less, saving over $500,000 in paid media costs. Shifting the focus away from quantity and onto quality, whilst ironically increasing the volume of campaigns. 

In February 2023, Armis surpassed $100M in Annual Recurring Revenue (ARR) in less than five years, achieving Centaur status faster than any other asset visibility and security vendor in the market. By August 2024, Armis doubled its ARR in less than 18 months, surpassing $200M ARR. “This collaboration has been a key factor in reaching our $4.2B valuation and surpassing $200M ARR,” Coughlan emphasizes. On track to reach IPO, we’re proud to be on this journey with them.

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ABOUT ARMIS

Armis, The Cyber Exposure Management & Security Company, protects organizations by securing their entire attack surface and managing cyber risks in real time. In today’s perimeter-less world, Armis ensures continuous visibility, protection, and management of critical assets from ground to cloud. Trusted by Fortune 100, 200, and 500 companies, as well as governments, Armis safeguards critical infrastructure and economies 24/7. Armis is a privately held company headquartered in California.

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ROI AT A GLANCE‍

- 500+ campaigns delivered across multiple regions

- $500K saved on paid advertising costs through refined strategy and targeting

- $800K saved on in-house hiring costs 

- 270% YoY increase in campaign output

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QUOTE

“Our partnership with Bordeaux & Burgundy has been a game-changer for Armis, far exceeding any traditional outsourcing model. Rather than just an external agency they’ve been a true extension of our team—seamlessly integrating with our internal teams to scale and execute high-impact, revenue-generating campaigns. Their ability to operate at speed and precision has not only amplified our market presence but also made our internal teams more effective, driving measurable pipeline growth. This collaboration has been a key factor in reaching our $4.2B valuation and surpassing $200M ARR. Simply put, Bordeaux & Burgundy has enabled us to execute at scale and drive success faster than ever.”

Conor Coughlan, Chief Marketing Officer at Armis