Over 25 pieces of coverage in 2 months
Tier 1 outlets featured NetMotion’s new platform
155 web visitors in 2 weeks
Needing to Reach Savvy Buyers in a Crowded Space
NetMotion is a global provider of security solutions for the mobile workforce. The company had strong roots in its verticals including public safety and telecom, but in 2020 it planned to launch a new software defined perimeter (SDP) solution. In doing so, it needed to penetrate the broader cybersecurity industry.
NetMotion partnered with Alloy to make a splash with cybersecurity buyers and build visibility for its SDP product. However, Alloy knew that traditional product announcements no longer drive much interest. Building NetMotion’s reputation with savvy buyers would require an equally savvy cybersecurity PR strategy.
Creating a Data-Backed Launch Strategy
Alloy created a two-month “show” vs. “tell” campaign to demonstrate the power of NetMotion’s SDP solution.
Leveraging both platform and external survey data, we wrote a steady cadence of SEO-rich blog posts on compelling cybersecurity narratives. Topics included the streaming habits and security risks of remote workers. We pitched this data to national and top cyber outlets – with each blog serving as a landing page for media to link to and quote.
Finally, we unveiled data that showed interest in products like NetMotion’s SDP solution had soared as a result of the pandemic.
Driving Demand in Just Two Months
Within two months NetMotion became a cyber industry thought leader – putting its new solution in the spotlight.
By positioning the product as part of a larger trend, we scored dozens of articles, including features in Dark Reading, TechRepublic and ZDNet, gaining a significant increase in share of voice vs. competitors.
More importantly, nearly every story included a backlink to NetMotion’s blog, boosting SEO and driving over 155 unique users to the website in the first two weeks alone.
“Of all the agencies I‘ve worked with, Alloy ranks at the very top for responsiveness and effectiveness of communication. We’re always told what we need to hear, not what we want to hear, and it never feels like we’re anything other than top of mind for our team.”
Joel Windels
CMO, NetMotion
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