CybSafe case study: PR that influenced 16 deals | Resonance PR

156

pieces of coverage in the BEHAVE campaign, including the BBC, Newsweek, Forbes and the Financial Times

296

downloads of the campaign report

16

deals directly influenced by the campaign

The brief

CybSafe sells human risk management software to CISOs and security decision makers, in a competitive market. Resonance has worked with CybSafe as it has grown: first to reposition the company after its $28M Series B, then to show that PR could influence revenue, not only coverage.

After the Series B: a bigger story

Following its Series B and expansion into North America, CybSafe needed messaging that matched a larger presence in the market. Resonance built the content and PR plan for its Behave 2.0 series, which ran on four strands.

• Research. The flagship Oh, Behave! 2.0 report, produced with the National Cybersecurity Alliance, fed a run of opinion pieces and media alerts.
• Product. Press releases launched SebDB, CybSafe's security behaviour database, alongside new products.
• People. Resonance announced Dr Jason Nurse as Director of Science and Research, and arranged an interview with the editor of SC Media to start that relationship.
• Point of view. CEO Oz Alashe MBE wrote an open letter to the CISO community, published in Infosecurity Magazine.

Oz Alashe also gave a live interview on Sky News. Forrester included CybSafe in its Guide To Global SA&T Regulations And Standards, and SC Media featured CybSafe in an email alert whose recipients include 15,000 CISOs.

BEHAVE: PR tied to revenue

CybSafe then wanted evidence that PR moved revenue. Resonance built the BEHAVE campaign around seven challenges its buyers face.

Planned from the buyer back

Media trends, social listening and competitor analysis set the themes. Each piece of content was matched to a stage in the buying journey for CISOs and security decision makers, with a pillar page as the hub for downloads and interactive content.

Run in six to eight week cycles

Each cycle took on one buyer challenge. It combined community interviews, user-generated content, insight from CybSafe's behavioural science team, press relations and rapid response to the news. Performance data from every cycle shaped the next one.

What it delivered

The campaign earned 156 pieces of coverage in titles including the BBC, Newsweek, Forbes and the Financial Times. It drove 296 report downloads and directly influenced 16 deals.

“Resonance has been fundamental in how CybSafe tells its story to the media. From ideation and creation to execution, they have worked hand in hand with the CybSafe team to craft narratives that not only resonate with our target audience but also directly contribute to our pipeline, lead generation, and revenue.

“Resonance has been a long-standing partner of CybSafe, and with this new campaign strategy, together we have reached new heights. The results speak for themselves.”

Joe Giddens, Marketing Director, CybSafe

Resonance's analyst relations work for CybSafe is a separate story. Read how CybSafe was named a Leader in three Forrester Wave evaluations.