CASE STUDY
Enhancing Market Visibility for OT Cybersecurity Solutions
An enterprise OT cybersecurity services provider teamed up with CyberTheory to create an in-depth research report focused on OT cybersecurity incidents. The goal was to establish thought leadership and secure significant media coverage to create more visibility for this client in the market.
Challenges
Demonstrating Expertise in Mitigating OT Cybersecurity Threats
The client needed to raise awareness around the growing risk of cybersecurity attacks in OT, and show how their services and offerings could reduce these risks, demonstrating their expertise, experience and credibility throughout.
Solution
Developing Data-Driven Content for a Multi-Channel Approach
CyberTheory partnered with a leading research firm to source reliable data, creating a robust foundation for the report. The research partner used a database of cybersecurity incidents from the past 20 years, deeply analyzing OT cybersecurity incidents by industry, attack type, and outcomes using the MITRE framework. Advanced analytics tools processed this data to uncover compelling insights and create engaging visuals. The report was refined with input from the client’s experts to craft an informative and press-worthy narrative.
Additional assets, including a webinar, whitepaper, infographic, and multiple blogs, were created to expand the report’s reach and to help dive deeper into the report information, highlighting many compelling and relevant implications for the target audience.
CyberTheory also ran a comprehensive media campaign targeting key North American accounts and audiences, as well as organizations on the client’s ABM list. Content syndication, paid search, and press outreach from the client’s media team were executed, and a digital display campaign featuring banner ads on relevant pages was launched on the ISMG network, driving impressions and leads from the client’s ABM list as well as visibility in the cybersecurity community overall.
Results
Quantifying Visibility
A ‘wall of sound’ effect surrounded the client’s target audience, with several quantified outcomes:
- 10 publications serving the client’s target market ran articles on the report and its findings.
- Over 60,000 impressions and 162 inbound lead conversions from paid search along in the first 3 months.
- 130,000 additional impressions on display ads across the ISMG network.
- 100+ content syndication leads representing targeted buyer personas from the client’s ABM list.
- 1K views generated on a native article placement.
Insights and Recommendations
Attracting Buyers with Insights-Backed Content
CyberTheory’s approach to creating highly interesting, newsworthy content pays off in multiple ways, including better earned media coverage, more engaged prospects and accelerated sales cycles. Great content like this starts with the right strategy and real insight – especially insights backed by quantified data. Then, deploying a multi-channel approach with several tactics in market at once can greatly amplify market visibility, attracting the right buyers who are already primed to hear how you can solve their particular issues.