Standing out in the crowded email security market

The Objective

Cybersecurity company, Egress had built a great business across the UK and Europe but knew it needed to establish its brand in the United States to take the next step. Egress engaged with Escalate in early 2021 to help bring the email security brand into the US market, engage with key vertical market influencers, and become a recognized leader in the crowded email security landscape.

The Strategy

The email security market (and cybersecurity in general) is extremely crowded, and many decision-makers have a tough time making sense of what differentiates vendors from each other. To help Egress get noticed here in the US market, Escalate needed to figure out a way to stand out from the others.

The team at Escalate collaborated with Egress and landed on the strategy to approach cybersecurity at the Human Level. Human Level Security approaches cyber defense by protecting the most vulnerable asset of any organization; people. Escalate began pitching thought leadership content within security trades and vertical press, discussing protecting people who are opening organizations to external threats intentionally or unintentionally.

The Results

Media, Analyst & Influencer Relations

Content Strategy & Development

Market Data and Surveys

The Results

During our first year working together, Egress became a regular contributor within the most sought-after cybersecurity outlets including SC Magazine, Government Computer News, Threat Post, and Dark Reading. Egress Spokespeople, Jack Chapman, Vice President of Threat Intelligence, and Robin Bell, Chief Information Security Officer, have become regular go-to’s from journalists looking for breaking commentary. The increased presence across the US media landscape has allowed the organization to begin opening new marketing communications programs to include paid and owned placements to go along with its traditional earned media coverage.

Egress became a regular contributor within the most sought-after cybersecurity outlets including SC Magazine, Government Computer News, ThreatPost, and Dark Reading.