Solutionary uses research to improve positioning

Information security company Solutionary released its First Annual Global Threat Intelligence Report earlier this year.

Client: Solutionary (Omaha, NE)
Agency: Trainer Communications (Pleasanton, CA)
Campaign: First Annual Global Threat Intelligence Report
Duration: January – March 2013
Budget: $15,000

Information security company Solutionary released its First Annual Global Threat Intelligence Report earlier this year. AOR Trainer Communications helped drive awareness and downloads of the report.

“We needed to provide greater visibility into the very deep and broad capabilities of our research team and help clients benefit from the type of research and analysis they perform,” explains the company's director of marketing Carol Mueller. “[In addition to] facts and statistics, we wanted to respond to the market need for actionable threat intelligence.”

Strategy
The goals for Joe Franscella, director of the agency's cybersecurity practice, were to position Solutionary as a leader in threat intelligence and managed security services and differentiate it within its highly competitive market.

The agency researched competing threat reports, trends, and media coverage and talked to analysts and customers to help identify areas in which Solutionary's research team could provide strategic guidance.

“To give the report media appeal, we worked closely with Solutionary to identify the salient points that were going to matter most to the media outlets' readership,” says Franscella.

A webinar and Twitter outreach also drove awareness.

Tactics
The report was released March 12 on Solutionary's website. Pre-briefings with business media and IT security trades began in January. Select business bloggers were also targeted.  

Solutionary's chief security strategist Don Gray and director of research Rob Kraus announced the report's release during media tours the week of March 12.

Gray and Kraus presented report findings and hosted an open discussion during a March 21 webinar to which clients, prospects, and analysts were invited.

The agency began circulating pertinent hashtags and posting teaser messages on Solutionary's Twitter page in early January. Tweets with survey and webinar links were posted regularly. Franscella's team also spread the word through their social media channels and the agency's channels. The team continues to tweet about trending topics that relate to the report content.

Results
The report generated 850 registered leads, which Mueller says far exceeded leads generated by previous reports.  “We might get 100 or 200 on a hot topic,” she adds. 

Forty-two stories ran in outlets including The Wall Street Journal, CNet, USA Today, and BankInfoSecurity.

The webinar drew 130 unique call-ins, though Mueller says attendance was higher given some call-ins included large groups of people.

Twitter followers increased from 538 to 572 ending March (about double the average monthly increase).

Future
The team is preparing for the release of a July security threat report. New technology and partnerships will be announced soon, and plans are under way for Cybersecurity Awareness month in October.

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