ThreatX is the leading API and application protection platform. It blocks botnets and advanced attacks in real time, letting enterprises keep attackers at bay and enabling security with confidence. ThreatX services simplify security for their clients, with solutions that are ready to go in minutes and that monitor and protect against threats in real time.
In a time when security is less a niche and more a ubiquitous consideration across industries, brands like ThreatX need effective ways to communicate their stories. Not every agency is equipped to meet that challenge. Fortunately, we are.
Searching for a new and more compatible agency partner, ThreatX partnered with PAN with goals to increase brand visibility, strengthen thought leadership, capitalize on trending news topics, build awareness in priority verticals, formalize a robust research arm and amplify product and innovation storylines.
The PAN team worked closely with ThreatX to deploy a multi-pronged PR strategy, leveraging a balance of media relations, content strategy and targeted speaking opportunities to communicate ThreatX’s critical position in their industry.
Intentional product outreach and rapid response to trending security stories and news drove critical coverage for ThreatX. The PAN team also bolstered these earned media efforts with unique owned data, executing a custom ThreatX-branded Dynata survey on how API attacks continue to impact the human experience.
RSA is one of the most important annual events for the security industry — a multi-day forum in which cybersecurity brands, analysts and media converge to talk through some of the most interesting and compelling tech challenges and progress. In the lead-up to the RSA conference, PAN worked with ThreatX to coordinate a successful launch of their Runtime API and Application Protection (RAAP) and API catalog 2.0 products.
With this cross-functional strategy in place, PAN was able to deliver critical impact in a short time working with ThreatX.
In Q1 — just the first 90 days of the partnership with ThreatX — PAN secured 42 pieces of coverage. Those pieces represented 280% of the quarterly goal. These efforts also translated to a 222% increase in share of voice.
PAN’s event and product launch strategy was responsible for securing 12 pieces of pre-event and event coverage across the two announcements.