Success Story Cybersecurity

Cross-functional strategy for rapid results with one of the fastest brands in cybersecurity

Client

ThreatX

Project & Deliverables

PR & Awareness, Content Marketing

Introduction

A high stakes environment 

ThreatX, the leading API and application protection platform, simplifies 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, PAN is.

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.

42

pieces of coverage

280%

of Q1 coverage goal

222%

increase in SOV

Solution

Complex stories at pace

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, bolstered by unique owned data on how API attacks continue to impact the human experience.  

Go-To-Market Strategy

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. 

result

Results of a compelling story 

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. 

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good stuff