Case Study

Building share of voice for business growth – Outpost24

The Challenge

When Eskenzi started working with Outpost24, it was a relatively unknown entity and sought to raise its brand awareness in the UK. With Outpost24 having limited visibility and faced with an increasingly competitive media landscape, creating a strong news hook was critical. Eskenzi therefore devised a Freedom of Information-driven campaign that uncovered how large numbers of NHS Trusts were running Windows 7, despite Microsoft discontinuing its support for this operating system.

In parallel, we offered commentary on breaking news from Outpost24’s spokespeople, positioning the company as a leading authority on vulnerability management and application security.

Eskenzi’s work delivered a series of benefits for Outpost24, including:

  • 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.

Results

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.