• Security

ThreatX: Cross-functional Strategy for Rapid Results with One of the Fastest Brands in Cybersecurity

  • Security

ThreatX: Cross-functional Strategy for Rapid Results with One of the Fastest Brands in Cybersecurity


pieces of coverage


of Q1 coverage goal


increase in SOV

A High Stakes Environment

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.

PAN understands the pace and complexity of the cybersecurity industry and has architected a program that is designed to break through the noise and tell our story to the right audiences. With the firm’s industry expertise and proactive and creative media approach, we’re confident that PAN is the right partner to help us increase our reach and impact.
Dave Howell | Chief Marketing Officer
The Challenge

Complex Stories at Pace

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 Solution

We understand that there’s more than one way to tell a compelling story.

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.

Data-Driven Thought Leadership

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.

Go-To-Market Strategy

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.

The Impact

A business that moves as fast as ThreatX doesn’t have the luxury of waiting for results.

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. 

The cybersecurity industry is fast evolving to keep pace with emerging and expanding threats. ThreatX is creating truly innovative solutions for app and API security to meet the needs of the industry today and in the future. Over the last several months, we have partnered closely with ThreatX to elevate their story and share their unique solution with the market, and we are excited about what we can continue to accomplish together.
Ariel Novak, Vice President at PAN Communications, headshot
Ariel Novak
Vice President, Technology | Boston, MA
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