Cybersecurity/B2B

Challenge 

CybelAngel had recently closed $36 Million in Series B funding and was ready to announce a new product at the 2020 RSA Conference. It needed to get on the map fast while laying the foundation for a successful, long-term public relations program. 

Activa PR began working with CybelAngel with less than two weeks before its funding announcement and fewer than 30 days before RSA. Among the challenges: Most analysts and reporters attending RSA had finalized their conference meeting schedules months in advance.  

Solution

Activa PR delivered results in record time thanks to its track record of pitching unique angles to secure funding news, its in-depth knowledge of the cybersecurity market, and its decades-long relationships with specialized press. Team members had prior experience working for such relevant players as Cisco, Elemental Security, Zscaler, Uplevel Security, Online Trust Alliance, Symantec, and various other start-ups subsequently acquired by M86 Security, Trustwave, AVG, Symantec, and many more. 

The team launched an aggressive media relations campaign aimed at promoting funding and new product news while establishing the foundation for a comprehensive PR program that leveraged the company’s unique strengths in scanning all of the internet perimeters and made the most of some of CybelAngel’s most memorable successes – like its role in detecting the Ashley Madison leak of 30 million+ records. 

Results

CybelAngel’s funding news was covered extensively in such publications as VentureBeat, Cheddar TV, SiliconANGLE, FORTUNE Term Sheet, Strictly VC, Axios and dozens of others. In advance of RSA, the Activa PR team secured interviews via phone and in person with media and analysts, securing coverage in Security Week, SANS Blog (CybelAngel was just one of two vendors covered in SANS’ RSA report), Edge Industry Review, Enterprise Security Tech, VMBlog and Security Boulevard. All in all, more than 38 different articles were generated between the funding and product news and CybelAngel was able to establish foundational relationships with key industry journalists, analysts, and influencers.

“Activa PR has a track record of successfully launching emerging growth companies into markets where established players have already made inroads, but CybelAngel needed them to be able to deliver results in an incredibly compressed time frame. They were able to exceed our already high expectations by leaning into their industry knowledge and by leveraging their solid contacts in the cybersecurity media and analyst communities.”

– Joy Nemitz, VP of Marketing, N. America, CybelAngel