Iceberg Networks
From SEO and thought leadership content for a Canadian cybersecurity firm to internal communications and demand generation through two rapid acquisitions, Jester was the constant marketing thread through a company in transition.
CLIENT
Iceberg Networks
SECTOR
B2B Technology
RELATIONSHIP
2019 - 2022
SERVICES DELIVERED
SEO · Content Strategy · Explainer Videos · Internal Communications · Hubspot Marketing · Mergers & Acquisitions Communications
A cybersecurity firm that became something much bigger.
Iceberg Networks was a Canadian integrated risk management company serving clients in financial services, healthcare, government, manufacturing, and retail. Their offering spanned security intelligence, security operations management, and governance, risk, and compliance services. They did complex, technical work that demanded equally sophisticated marketing.
In 2021, Iceberg was acquired by Gryphon Investors and rebranded as Highmetric, becoming a leading ServiceNow-focused services provider. Later that year, Highmetric acquired NewRocket and rebranded again. Through all of it, Jester was there.
Technical credibility. Rapid change. An audience that knows the difference.
Marketing in the cybersecurity and risk management space requires a level of technical fluency that most agencies don't have. Getting the terminology right, earning search visibility in a crowded expert-led space, and building thought leadership that practitioners actually respect are not small asks.
When acquisitions accelerated the pace of change, the challenge expanded: keeping employees informed and connected through organizational upheaval while simultaneously building the external presence of a newly rebranded company. Jester had to operate across both the internal and external marketing functions simultaneously, without missing a beat.
Two chapters. One consistent partner.
Chapter 1 Iceberg — SEO, content & video
Jester provided SEO strategy and execution, website management, social media, and a program of thought leadership blog content for Iceberg, writing in-depth articles on topics including vulnerability response, third-party risk management, and supply chain risk.
The results were measurable. One article—7 Best Practices for Managing 3rd Party Risk—earned a Google Featured Snippet, placing Iceberg's expertise at the very top of search results for a highly competitive query. In a space where authority is everything, that kind of visibility matters.
Jester also produced a series of Ask the Expert video interviews, positioning Iceberg's subject matter experts as credible, accessible voices in the IRM space.
Chapter 2 Highmetric — communications, campaigns & rebrand
Following the acquisition and rebrand to Highmetric, Jester's scope expanded significantly. With two acquisitions happening in rapid succession, the organization needed to hold its people together as much as it needed to build its external brand.
Jester developed and produced The Watercooler — a biweekly internal newsletter that became a key employee communications tool through the M&A period. It consistently achieved open rates above 50%, well above industry benchmarks, because it was written to actually be read: relevant, human, and honest about what was happening inside the company.
On the external side, Jester ran outbound marketing campaigns through HubSpot, building landing pages and gated content to drive qualified leads to the sales team. We also produced explainer videos for both products and for the merger itself, helping internal and external audiences understand what Highmetric was and where it was going.
Marketing that held up through the turbulence.
The work Jester did across both companies demonstrated what good marketing looks like during a period of significant organizational change: consistent, credible, and calibrated to what people actually need, whether that's a search result that earns trust, a newsletter that makes employees feel informed, or a video that explains a complicated business transformation in plain language.
The work was well received at every stage, leading to follow-on projects and referral business, which is the clearest signal that the relationship delivered real value.
✦ HOW WE’D APPROACH THIS WITH AN AI LENS
This engagement touched almost every dimension of B2B marketing, including SEO, content, video, internal comms, and demand generation. AI would sharpen each of them.
Custom Voice Models. Writing technically credible content in the cybersecurity and risk management space week after week, across blogs, social media, newsletters, and web copy, is demanding work. Today, we'd build a custom voice model trained on Iceberg's and Highmetric's existing content and technical documentation, allowing us to produce consistently on-brand, authoritative content faster and with less ramp-up time on each new piece or topic area.
Campaign Intelligence. The Featured Snippet result for the 3rd Party Risk article showed what's possible when SEO strategy is precise. Today, AI-powered keyword research and content gap analysis would let us identify those high-value opportunities faster, finding the specific queries where a technical audience is searching, where competitors are weak, and where a well-crafted article can own the page. We'd replicate that result more systematically, across more topics.
AI-Accelerated Creative Production. During a period of rapid M&A, the demand for fresh content like internal newsletters, explainer videos, campaign assets, and social posts is relentless. AI-assisted production workflows would compress timelines significantly, letting us keep pace with the speed of organizational change without sacrificing quality. For a company moving as fast as Highmetric was, that capacity matters.
Marketing that holds, no matter what changes.
The world continues to change. We can help you meet the moment.