Building Authority in a Crowded Market

The Challenge: Educating a Market While Driving Demand

Cybersecurity is a crowded space, and the marketing team at Picus knows how important it is to invest in a brand-led demand generation strategy.

Their team’s key priorities are clear:

• Educate the U.S. and EMEA markets on security validation
• Strengthen brand authority in SOC conversations
• Increase touch points across key target accounts
• Generate qualified demand for sales

Picus targets a sophisticated buying committee that includes IT and cybersecurity leaders, purchase influencers such as Managers, Analysts, and Engineers, and professionals working in or alongside SOC and compliance teams. And in a category like security validation, buyers don’t convert after a single touch. They research. They validate. They consult experts and influencers. They read trusted media. And they’re part of a larger buying committee with diverse interests and needs.

Picus needed a partner that already had the trust of the cybersecurity community and the ability to reach different stakeholders that are influencing security technology buying decisions.

The Spark: An Influential eSecurity Planet Article

The partnership began organically. Picus discovered an in-depth news article about Breach and Attack Simulation on eSecurity Planet, a leading cybersecurity publication within the TechnologyAdvice media network. The content stood out as being well-crafted, influential, and authoritative.

“We noticed that the content published on eSecurity Planet was well-researched editorial content from a highly credible group of researchers and writers,” the Picus marketing team shared. “It was clear that there would be value in partnering with such a knowledgeable media publisher who has earned the trust and attention of the cybersecurity community.”

The Strategy: Leverage Trusted Cybersecurity Media to Reach the Right Audience

Picus partnered with TechnologyAdvice to activate new marketing campaigns across multiple channels, including:

• Sponsorships of Cybersecurity Insider, the daily newsletter for eSecurity Planet readers with 55k+ subscribers
• Dedicated email sends to the Cybersecurity Insider newsletter audience
• Contextually-targeted display ads on eSecurity Planet, TechRepublic, and other relevant sites across the TechnologyAdvice network with a focus on pages covering breach simulation, security testing, vulnerability management, and attack simulation solution providers

The goal wasn’t just impressions. It was engagement and influence.

Picus wanted to reach security professionals involved in SOC and security validation while increasing brand recognition among high-value accounts. They were also aiming to drive new attendees to their flagship virtual event on security validation, knowing that event attendees converted into qualified opportunities at a higher rate.

This aligned perfectly with TechnologyAdvice’s audience model. Their eSecurity Planet, TechRepublic, and Cybersecurity Insider brands attract cybersecurity decision-makers and influencers who are actively researching emerging security trends and are often in-market for new solutions.

By being positioned as a leading brand within this trusted media environment, Picus was able to build credibility and capture demand from relevant audiences across multiple regions.

The Results: 1000’s of New Site Visitors and 20% More Virtual Event Attendees

The impact of the partnership has been measurable. Through their campaigns with TechnologyAdvice, Picus drove:

These results aren’t just vanity metrics, with many campaign engagers converting into qualified leads and conversations with their sales team. Through account-based targeting, they’ve also been able to expand their contact lists with additional buying committee members at key target accounts.

“Our sales team has shared that the leads we’ve generated are high quality contacts at the right types of accounts, which is a strong testament to both the quality and engagement of TechnologyAdvice’s audience,” the Picus marketing team noted. “Partnering with TechnologyAdvice has been a great way to grow our brand awareness within key markets while expanding our entry points into key accounts.”

Beyond Metrics: Betting on a Strategic Partnership

Beyond performance metrics, Picus highlighted something that often goes unnoticed but matters deeply to modern marketing teams: operational support. B2B campaign and demand gen marketers manage a heavy workload – from campaign execution to reporting to cross-functional alignment, the operational burden is real.

Partnering with TechnologyAdvice provided:

• Proactive recommendations to improve outcomes
• Detailed campaign performance reporting on demand
• Real-time campaign optimization insights
• A responsive and knowledgeable client success team

“TechnologyAdvice handles our campaigns end-to-end while sharing timely reports that enable us to analyze results, report on performance, and optimize programs along the way,” shared the Picus marketing team. “This has freed up our team to focus on strategic initiatives instead of campaign logistics. Partnering with TechnologyAdvice streamlines our processes and ensures we’re well-prepared, creating a real advantage for our team.”

In cybersecurity, brand authority fuels demand. When buyers repeatedly encounter your brand inside trusted editorial environments, it not only builds awareness, it creates confidence. That confidence shortens sales cycles and improves conversion rates.

Picus approached their partnership with TechnologyAdvice as more than a short-term lead play. It was about owning a category conversation, associating their brand with credible education, and influencing buying decisions in a crowded market.

Learn more about TechnologyAdvice’s marketing solutions for Cybersecurity technology providers and contact us today to discover how we can help you tell the right story, build brand authority, and capture demand from in-market technology buyers across our audience ecosystem.