Many cybersecurity companies now maintain dedicated threat research teams. While these teams generate valuable threat intelligence for customers and the broader community, simply possessing this data is not enough to secure media attention.
The cyber news cycle is oversaturated with headline-grabbing breaches. To truly stand out, threat research teams must strategically present their research. So, how do you transform raw data into compelling stories that resonate with trade and business media? This is the first of a two-part series on how B2B cybersecurity companies can create impactful research.
Here are three actionable tips to get your threat research noticed:
1. Move fast and simplify your message
Reporters need fresh perspectives on breaking news. With the right approach, your threat intelligence is a potential goldmine. In the fast-paced cyber news environment, time is always of the essence, and researchers must act quickly to release their findings while they remain unique and before other researchers publish similar data. While speed is essential, it shouldn’t compromise clarity.
Threat research reports serve multiple purposes and cater to several different audiences: current customers, potential prospects, and the media. Each group benefits from different levels of technical detail. When it comes to the media, who operate under tight deadlines and require quick access to impactful, newsworthy information, including a concise “Key Findings” section at the start of your report is crucial. This allows reporters to grasp the core of your research in just a few minutes.
For this section, focus on highlighting your most unique data, tie the insights into timely news and trends whenever possible, and be sure to translate any technical terms into plain language. Following these best practices ensures your data is digestible for a broad audience.
For example, when researchers from SecurityScorecard’s STRIKE team spotted new activity from Volt Typhoon when doing follow-up investigations on vendor and media reports about the group breaking into US critical infrastructure, they quickly compiled a report. The report included a key findings section highlighting the group’s latest efforts and data no other company had put out. 10Fold’s outreach on these findings resulted in 37 unique, earned articles, including 21 in tier 1 publications.
2. Focus on the numbers
Specificity is crucial to stand out. Reporters receive hundreds of pitch emails per day, and speaking to them in broad terms won’t help them write their stories. That is why it is important to lead with the data and give it the proper context to stand out, making your research easier to understand and more impactful.
Ask yourself, how does the research affect people’s lives? Consider using graphs, charts, and infographics to help make complex information easier to understand. This is a key part of an effective cybersecurity marketing strategy.
For example, when 10Fold began working with Cofense, their threat research team was looking to expand the reach of their bi-weekly reports. 10Fold analyzed the findings and found that the reports needed more quantitative analysis to reach higher-tier press.
10Fold sought to elevate Cofense’s research by working closely with the threat team to attach a numerical value to findings and verticalize insights when possible. In the six months following these adjustments, Cofense’s coverage increased by 154% (108 articles). This includes a one-month period when Cofense received 41 pieces of coverage relating to its two threat research blogs, including hits in Wired, Bloomberg and Axios.
3. Leverage reporter relationships
Knowing who to pitch and how to tailor your message is key in B2B PR. When beginning work with clients, 10Fold aligns on who they view as target tier 1 media based on the publications most read by their target buyers. Based on this list, 10Fold offers select reporter’s exclusive previews of the data.
When pitching threat research to the media, we go beyond simply sending the report. We create pitches that answer the question: “How will these changes affect your readers?”
This strategy has led to significant coverage, including three business press articles, four broadcast placements, and 72 feature articles in a single quarter for SecurityScorecard.
See these tips in action
Want to see how SecurityScorecard and Cofense used these strategies to strengthen their PR and sales? Download the case studies to learn more.
Looking ahead
By using these tips, your cybersecurity company can turn threat intelligence research into a powerful coverage driver as part of your larger software marketing strategy. Stay tuned for part two of this series, where we will cover creating media worthy third-party research reports.