Building share of voice for business growth – Outpost24
Outpost24 has been an Eskenzi client since 2018, beginning its journey in just the UK region and wanting to make noise in two key areas of cybersecurity: vulnerability management and application security. When Eskenzi first started working with Outpost24, it was a relatively unknown entity ,so the central objective was to raise brand awareness in the UK. Eskenzi used a variety of methods to achieve this, from helping Outpost24 create original unique research and thought-leadership, to providing valuable insight on groundbreaking news stories.
By the end of 2022, Outpost24 had seen a number of benefits from its partnership with Eskenzi PR. This included:
- An increased share of voice (SoV) in the UK against key competitors. Outpost24 ended the year in first position against its Application Security competitors with over 50% SoV. For Vulnerability Management, Outpost24 jumped from last place to joint first!
- Eskenzi PR helped to establish Outpost24’s research team as a credible and valuable source of threat intelligence.
- Coverage across leading UK publications such as BBC, Forbes, The Telegraph, Daily Mail and Press Association to just name a few.
This increased PR activity and awareness also played a part when Outpost24 was acquired by international investment firm Vitruvian Partners in 2022. This rounded off another stellar year between Outpost24 and Eskenzi PR.
Such was the success felt by Outpost24, in 2023, the company wanted to expand its PR activities to include the US. In addition, Outpost24 appointed Eskenzi to assist with raising the profile of Specops Software, another brand within the Outpost24 umbrellas.
By the end of 2023, Outpost24 was first place against its key competitors for Share of Voice in the UK, which is testament to the quality of the working partnership with Eskenzi. In the US, a strong foundation has been built which the team will look to capitalise on in 2024.
The PR programme continued to go from strength to strength, withOutpost24 achieving record coverage in 2023, with over 400 pieces of coverage in the UK. In the US, SpecOps Software became a regular feature in top tier titles includingBleeping Computer, The Hacker News, Dark Reading, Security Week and The Register, helping to firmly establish the company’s profile in the market.