Case study · Campaign · CybSafe
PR that reached the pipeline. 156 pieces of coverage and 16 deals directly influenced.
CybSafe sells human risk management software in a competitive market, and wanted to show PR's effect on revenue rather than coverage alone. The team built the BEHAVE campaign around seven buyer challenges and ran it in six to eight week cycles, each one shaped by the last.
156pieces of coverage, including the BBC, Newsweek, Forbes and the Financial Times
296report downloads
16deals directly influenced by the campaign
The coverage
CybSafe · 2023 campaign report
The Annual Cybersecurity Attitudes and Behaviors Report
Built in cycles
Creative mapped to the buyer journey
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.
Six to eight week cycles
Each cycle tackled one of seven buyer challenges, mixing community interviews, user-generated content, behavioural science insight, press relations and rapid response to the news. Performance data from every cycle fed into the next.
Coverage that showed up in sales
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.
Who ran it
Senior people, close to the work.
The Resonance senior team planned and ran this programme, from the first conversation about what the market needed to believe to the last piece of coverage.
Deal influence and download figures are as reported in the original September 2024 case study.