2024 was the year cybersecurity vendors began embracing AI and incorporating the technology into their products. Skyhigh Security was no exception to this trend and had already begun building innovative tools and solutions into our SSE platform. We needed to show the value of our offerings to customers by speaking directly to two of their needs: how they can leverage AI safely and securely in their own organizations and utilize AI in security workflows to streamline security operations. An entire multi-channel campaign needed to be built including messaging, creative, and demand generation strategy.
This required developing high-impact content, such as interactive demos, webinars, and thought leadership pieces, designed to capture interest and position us as thought leaders. At the same time, we had to ensure consistent and compelling messaging across email, social media, digital advertising, and in-person events to engage prospects throughout their decision-making journey.
The first step was partnering with Product Management to deeply understand product alignment, market fit, and the value it brings to customers. We then collaborated with Product Marketing to craft the value proposition, messaging, tagline, and define the target audience. Given the versatility of AI in solving diverse problems and its range of implementations, we chose to position it as a solution set rather than a standalone product. This approach allowed us to introduce its high-level benefits to the market in a clear and simplified way. From there, we provided more detailed insights into the two specific ways customers could leverage the technology.
Using this information, we developed a multi-channel campaign designed to reach our target audience where they were most likely to engage. We activated all available owned and earned channels, including web, email, podcast, blog, and PR. To support the campaign, we developed and deployed a number of strategic assets – including a launch video, product videos, interactive demos, emails, webinars, solution brief, landing pages, and marketecture content. Performance across these channels and assets was monitored, with adjustments made over time to optimize results.
We also worked closely with Partner Marketing and Sales teams to create and deliver additional assets that empowered them to engage customers effectively through presentations and supporting materials. Additionally, we worked with customer success, enabling them to leverage the campaign to drive recurring revenue opportunities.
The campaign achieved long-term success in driving engagement and aligning with our strategic goals. It increased brand visibility across key channels, resonating with our target audience through compelling content like the launch video, interactive demo, and webinars. Partner Marketing and Sales teams reported solid customer engagement, leveraging the assets to initiate meaningful conversations and build new opportunities. The campaign also provided a framework for customer success – enabling them to activate recurring revenue streams effectively. Overall, the initiative strengthened our market presence and created a solid foundation for continued growth and competitiveness.
