The Brief
Security Journey wanted a U.S. thought leadership programme that would build brand awareness, communicate its key spokespeople’s unique POV & shine a spotlight on its mission to reduce software code vulnerabilities through effective coding training.
The marketing team wanted help in cutting through the AppSec noise by developing issue driven content that would build brand trust & credibility in the industry & fuel its lead generation pipeline to help create ‘a need’.
Solution
SAY worked closely with Security Journey’s marketing team & AppSec experts to align comms messaging with business objectives & industry issues. To stand out from the crowd, the team identified creative hooks & leveraged key awareness days, industry events & reports, & national policy to ensure topical, relevant & engaging coverage in U.S. media. By integrating with Security Journey’s content & marketing plans, SAY ensured thought leadership tied in with core themes.
A key element of the thought leadership programme was bylined articles & rapid response to security industry news & attacks. SAY leveraged its proprietary ‘Listening Station’ & strong U.S. journalist relationships to gain coverage that positioned Security Journey spokespeople as knowledgeable, trusted advisors.
