Executive Thought-Leadership & PR Results in Successful Security Product Launch

THE CHALLENGE

Over a four-month campaign, Metis was tasked with publicizing the launch of Edgewise Networks’ zerotrust security platform. Metis employed a strong mix of proactive media and news placements, executive thought leadership, and analyst and influencer relations to establish Edgewise as a serious contender with a superior solution to the incumbent providers.

Metis began seeding the market prior to the launch, introducing reporters and influencers to zero trust and microsegmentation, and establishing Edgewise executives as sources for expert security and IT commentary. Armed with that recognition among media along with customer success stories and analyst feedback, Metis helped Edgewise enter the market with a big splash around their unique solution. Timing the product launch and company funding news together resulted in widespread awareness in business, IT and security publications, generating valuable traffic to their site.

"Media and analyst awareness was critical to our product launch plan, and Metis delivered. In a very short time frame, Metis secured  placements in every major technology and security publication, which immediately resulted in leads, site traffic and awareness."

– NAGRAJ SESHADRI, VICE PRESIDENT OF MARKETING