Challenge
Ahead of the launch of a critical new product dedicated to enterprises in 2022, Titania tasked CCgroup to design a campaign to drive traction in the market.
With this launch, Titania needed to do three things:
- Increase awareness of the various use cases for this new product, generating 10 pieces of coverage in highly regarded IT and security publications
- Differentiate Titania and demonstrate the value it can deliver to security, compliance, vulnerability assessment and network teams
- Support its lead generation efforts amongst its target audiences within the U.S. telecoms, financial services, oil & gas and most particularly military/federal sectors
Solution
CCgroup suggested a research-led content marketing campaign based on interviews with 160 cybersecurity decision makers across the US telecoms, financial services, oil & gas and military/federal sectors and that would be centered around a core asset.
This registration-only asset available on the Titania website would then be promoted through a range of paid, earned, shared and owned channels.
CCgroup developed a questionnaire in collaboration with Titania, then partnered with and managed the B2B research firm Coleman Parkes to find out how organisations are currently managing the critical risks associated with misconfigured network devices.
The research revealed respondents felt confident with their security and compliance practices, but the data suggested that they also leave their organisations open to risk, costing them a significant amount of revenue. In addition, many businesses were not minimising their attack surface effectively.
Using these findings, CCgroup drafted a story flow then a white paper in collaboration with Titania’s marketing team, as well as byline articles and a press release.
To increase the reach and visibility of the content within the US military/federal sector, support Titania’s sales team and ensure the right audience was reached, CCgroup also recommended working with a media partner on a content syndication campaign. CCgroup recommended working with GovExec (formerly Public Sector 360) based on its reach, lead quality and value.
Finally, to extend the report’s lifespan even further, two additional reports were created – one dedicated to the military/federal sector and one on PCI DSS 4.0 compliance. CCgroup’s team also pulled out telecoms and financial services data to create sector-specific pitches which resulted in additional coverage.
