Driving ROI and Revenue through PR in Cybersecurity: The CybSafe BEHAVE Campaign
We worked closely with CybSafe to develop an innovative PR strategy that connected brand visibility with financial results. The result was the "BEHAVE" campaign—a dynamic, data-driven initiative that put CybSafe at the forefront of industry conversations and secured tangible ROI for their PR investments.
Challenge
CybSafe operates in the competitive Human Risk Management SaaS market, where the stakes are high, and the need for rapid, measurable results is paramount. CybSafe sought to move beyond traditional PR metrics, such as media coverage, to demonstrate the direct impact of their PR efforts on revenue generation. This required a strategic, data-led approach that could efficiently translate PR activities into sales outcomes while staying agile in a fast-evolving industry.
Objectives
- Maximise ROI from PR and marketing activities.
- Link PR efforts to revenue generation, demonstrating a direct influence on business outcomes.
- Increase CybSafe’s market influence by positioning the brand as a thought leader in cybersecurity through earned and owned media.
- Streamline content creation for speed and efficiency, eliminating unnecessary processes that delayed lead generation.
Strategy
We adopted a multi-pronged approach grounded in data insights, creativity, and buyer journey alignment. The strategy was built around "The Resonator's Way," which combined deep audience understanding with innovative content that resonated with CybSafe's core target audience—CISOs and security decision-makers.
Key steps included:
- Data-Driven Insights: Analysing media trends, social listening, and competitor analysis to inform campaign strategies.
- Culturally Relevant Content: Crafting human-centred stories that addressed pain points and challenges faced by CybSafe’s audience.
- Mapping Creativity to the Buyer Journey: Aligning creative content to stages in the buyer journey, ensuring a seamless progression from awareness to conversion.
- Optimised SEO Integration: Creating pillar pages that served as the hub for campaign content, enhancing discoverability and engagement.
Execution
The campaign rolled out in 6-8 week cycles, focusing on key themes that addressed seven specific buyer challenges. A central pillar page acted as a content hub, featuring downloadable insights and interactive elements to maximise engagement. Resonance utilised various formats, including:
- User-Generated Content (UGC): Harnessing the voices of CybSafe’s community, adding authenticity and social proof.
- Storytelling Assets: Building narratives through community interviews, quotes, and scientific insights from CybSafe’s behavioural science team.
- Press Relations: Collaborating with top-tier media outlets (e.g., BBC, Newsweek, Financial Times) to secure extensive coverage.
- Rapid Response: Leveraging news-jacking and timely responses to capitalise on relevant cybersecurity news.
To ensure agility and ongoing success, each cycle was evaluated through performance data, with lessons incorporated into the next phase.
Results:
The BEHAVE campaign delivered outstanding results across multiple fronts:
- Media Coverage: Achieved 156 pieces of coverage in high-profile publications, including BBC, Newsweek, Forbes, and Financial Times.
- Engagement: 296 report downloads, indicating strong audience interest.
- Revenue Impact: Directly influenced 16 deals.
- Measurable ROI: Proved PR’s effectiveness in driving demand, generating leads, and linking activities to tangible revenue.