Olivia Savage
Senior Account Supervisor | Boston, MA
Mimecast: Leveraging Data to Tell the “State of Email Security” Story
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Introduction
Creating a unique story to align with opportunity
Mimecast published its third annual “State of Email Security” report to provide insights from over 1,000 IT professionals on email security challenges. The report identifies the latest email-borne threats facing enterprises of all sizes, industries and locations globally.
PAN and Mimecast launched this year’s report with one goal in mind: to frame the data and insights alongside current IT trends and breaking news.
We are constantly looking at the media and seeing where we can insert data. We use the raw data to create a unique story that speaks to the client’s mission while also addressing reporters’ needs based on what’s happening in the world. Identifying these opportunities and securing hit coverage solidifies Mimecast’s position as the leading email and data security company with the business and trade publications that are so important to helping gain greater visibility within their key audiences.
The Challenge
The PAN team worked to break through the noise in the crowded security space to add value with data on a consistent basis. The challenge was to frame the data and insights alongside current IT trends and breaking news.
The Solution
Thought Leadership
PAN continuously combed through the data and created thought leadership opportunities, leveraging Mimecast to build on its reputation as the experts on the latest email-borne threats facing enterprises of all sizes, industries and locations. PAN was able to use the data in talking points for interviews, pitches, bylines and content.
Trend Jacking & Rapid Response
Through rapid response outreach and trend jacking strategies, the PAN team successfully placed Mimecast at the forefront of email security conversations in top tier media publications including CNET, ABC News and NBC News.
Media Relations
Leveraging strong media relations, PAN utilized the “State of Email Security” report to fuel responses to the media, using data and telling the story of what email security is today. Sharing findings from the annual report, the team secured coverage in business press publications such as Politico, leading industry trades like eSecurity Planet and key vertical markets with coverage in Credit Union Times.
The Impact
Unique content & big results.
By leveraging data from Mimecast’s annual report, PAN was able to mine content throughout the year. The results were impressive with 51 articles on the report itself, 101 pieces of coverage driven by research and 3B total unique visitors per month.