Helping Hicomply Become a Challenger Brand to Compete with the Big Boys

The Challenge

When Hicomply approached Radial Path, they were facing several critical marketing challenges:

• Cost per lead was sky-high and unsustainable
• Their website couldn’t convert–and was painful to update
• Brand identity was unclear and blended into the noise
• Product marketing was underdeveloped
• Marketing operations were disjointed and there was no real system or framework to scale growth

As a UK-based cyber security compliance startup competing with big names like Vanta in the US, they needed to sharpen their edge—and fast.

Our Approach

We didn’t start with campaigns. We started with structure.

1. Brand Positioning & Identity
   
   • We defined their place in the market—clear, credible, and competitive
   • Rebuilt the visual identity to signal trust and authority
2. Website Migration & Redesign
   
   • We moved them to Webflow–enabling faster updates and giving Hicomply full control to test, iterate and grow
   • Restructured their product taxonomy and architecture on the website based on critical user journeys
   • Designed for conversion optimisation as a priority
3. Integrated Campaign Strategy
   
   • We launched LinkedIn ads focused on quality over volume, paired with a strong SEO and content strategy to build organic visibility
   • Created conversion-focused landing pages and lead generation forms
4. GTM & Marketing Ops
   
   • We built a scalable growth framework and GTM strategy aligned to revenue goals—with unit economics that actually worked
   • Implemented proper HubSpot tracking and attribution
   • Created scalable marketing processes for repeatable performance

Results

Within just 4-6 months, Radial Path delivered transformative results for Hicomply:

• +167% in qualified leads through optimised LinkedIn campaigns
• +299% in organic traffic to the website through strategic SEO and content
• +101.5% in engaged sessions, showing significantly improved user experience
• -20.1% decrease in bounce rate, indicating better content relevance

Most importantly, Hicomply saw a substantial reduction in their cost per lead, making their growth strategy financially sustainable for the first time.

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The Impact

Beyond the immediate metrics, Radial Path established a solid foundation for Hicomply's continued growth. By fixing fundamental issues with their brand, website, and demand generation strategy, we created a sustainable marketing engine that continues to deliver results.

The transformation demonstrates how strategic marketing fundamentals, when executed properly, can dramatically improve performance even in highly competitive markets like cyber security compliance.

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Ready to Transform Your Marketing Results?

Struggling with high customer acquisition costs, poor website conversion, or unclear brand positioning? Radial Path specialises in building strategic GTM marketing foundations that deliver measurable business growth.