Code Red

Security PR Network

Dianne Canham

About Dianne Canham

éclat Marketing is one of the leading security specialist agencies in the UK.

3: How do you deliver ROI on thought leadership?

By


Welcome to the latest edition of the Code Red Podcast, hosted by veteran journalist Guy Clapperton. Each episode will be delivering actionable insight for marketing and PR decision makers working in cyber security.

In our latest episode we discuss how to reliably deliver return on investment from different thought leadership activities such as research papers and media comments. Anna Michniewska, Senior Marketing Director International at Thycotic, joins us to explain how they achieve ROI.

For more insight into the impact of thought leadership, check out our latest original research here: http://bit.ly/ThoughtLeadersG

84% of senior IT decision-makers are more likely to work with organisations that publish thought leadership over those that don’t

By

New UK survey reveals thought leadership helps cyber security vendors influence and build relationships with CISOs 

More than eight out of 10 (84 percent) IT security decision makers are more likely to work with an organisation that publishes thought leadership content over those that don’t, according to new research. More than 200 senior security decision-makers were surveyed on how thought leadership influences their behaviour by Code Red, an international cyber security specialist PR network. The findings reveal that good thought leadership impacts CISO’s decisions and can put them ahead of their competitors.

The research shows security decision-makers spend more than three hours every week consuming thought leadership content. The amount of time spent consuming thought leadership impacts attitudes towards the organisation that publishes it, with three in five senior security decision-makers stating that it increases respect, trust and perception of an organisation’s capabilities. 74 percent say they are willing to pay a premium price to a cyber security vendor who is a thought leader in their market.

The findings revealed that thought leadership has an impact on the jobs of those who consume it. On average, almost 40 percent of respondents said they believe thought leadership content helps them do their job better with 61 percent claiming it has helped influence a different way of working. The format has a huge influence on its success as Code Red discovered 47 percent prefer factual content through a case study format, followed by the accessibility of podcasts (40 percent), and news articles and webinars (both 39 percent).

Commenting on the findings, Code Red managing director, Dianne Canham said: “This research highlights exactly why cyber security vendors need to invest in creating compelling thought leadership content. A common misconception is that thought leadership only drives initial brand awareness. The findings highlight the role played by different types of thought leadership content throughout the sales buying process from awareness to purchase and beyond. Every marketer working for a cyber security vendor can use this data to justify allocating extra budget to building a thought leadership position for their business.

“To create content that will reach and influence CISOs and other key audiences, organisations must balance fresh, relevant insights and advice with a format that is convenient and accessible. Thought leadership is one of the most powerful tools in a marketer’s arsenal – if you can strike the right balance.”

You can view the full results of the survey here, in our free e-book.

1: Episode 1 – When is the right time to switch PR agencies?

By


Welcome to the first edition of the brand new Code Red Podcast, hosted by veteran journalist Guy Clapperton. Each episode will be delivering actionable insight for marketing and PR decision makers working in cyber security.

In our inaugural episode we tackle the difficult issue of deciding when to change PR agencies. David Chalmers, VP of Marketing at Skurio, joins us to discuss his experience in making the switch and finding a new agency to fit Skurio’s needs.

7: Episode 7 – Breaking news and the art of the rapid response

By


From WannaCry to Capital One, there have been some huge cyber security stories over the last few years. A data breach or security vulnerability can provide a powerful opportunity for any security vendor positioned to provide insight and advice. 
This month I’m joined by éclat Marketing account manager Emily Quick and graduate account executive Ellie Turnell to discuss what it takes to get involved in the story and secure some fantastic coverage. 

Launch your Cyber Security Company in the UK

By

launch
dianne canham
Dianne Canham, founder of Eclat Marketing and the Code Red International Security PR Network.

The global cyber security market is in the midst of an unprecedented boom, presenting a golden opportunity for any vendor with the resources and strategy to capitalise on the demand. Leading analyst firm Gartner valued the information security market at $86.4 billion in 2017, and predicts an increase of seven percent to $93 billion this year. The timing has never been better to launch a global expansion as enterprises around the world hunger for innovative new solutions.

With its vibrant technology scene and strong financial sector, the UK is a natural first target for any vendor planning an international launch, particularly those based in the US, which benefit from a shared culture and language.

However, carrying out a successful launch is easier said than done. While full of opportunity, the UK is also crowded, with fierce competition from other international vendors and its own home-grown companies. Without the local expertise and support on the ground, a launch can quickly turn into a money pit that fizzles out within the year.

After two decades spent helping technology and security companies make a name for themselves in the UK, I felt now was an ideal time to share some of my experience with this guide. Over the next few pages, you’ll find not only advice from me, but also from Justine Cross of EMEA Channels, and Cloud Distribution’s Adam Davison. Between us we will provide advice covering the entire launch process, including planning the initial go-to-market, creating a channel network, and establishing a PR strategy. You’ll also find case studies from leading security companies Vectra and Duo Security, giving insight into real success stories in the UK.

By following the advice in this guide, a US security company will be best-placed to capitalise on the huge opportunity presented by the UK market, and reap the full rewards of a successful launch.

quotes-chapt-1-2

6: Episode 6 – Creating content that works for journalists

By


Welcome back to Cyber Beat. This episode I’m joined by Stephen Pritchard, broadcaster, presenter, videojournalist, producer, writer, photographer and technologist extraordinaire who has worked with titles including the FT, BBC and Infosecurity. Join us as we take a look at how the right kind of content can make or break a story, and how to provide high quality content that journalists can use effectively. 

4: Episode 4 – Interviewing freelance journalist Jane Bird

By


This episode we have veteran freelance journalist Jane Bird on hand to share experience and advice from more than 30 years in technology journalism. Writing and editing for titles including Computing, The Sunday Times and the FT, Jane has followed the rise of information technology from a niche pet hobby to the unstoppable force it is today. She joins us to provide insight into creating and pitching a hit cybersecurity story.