{"id":19304,"date":"2023-06-26T21:44:12","date_gmt":"2023-06-27T02:44:12","guid":{"rendered":"https:\/\/pancom.wpenginepowered.com\/?post_type=case_study&#038;p=19304"},"modified":"2024-04-27T18:18:34","modified_gmt":"2024-04-27T23:18:34","slug":"threatx","status":"publish","type":"case_study","link":"https:\/\/www.pancommunications.com\/work\/case-studies\/threatx\/","title":{"rendered":"Cross-functional strategy for rapid results with one of the fastest brands in cybersecurity"},"content":{"rendered":"<div class=\"gb-container gb-container-42fddb2f o-standard-wrapper alignfull\">\n<div class=\"gb-container gb-container-b2f8fd6e\">\n<div class=\"gb-grid-wrapper gb-grid-wrapper-d434e5ef c-counter-grid\">\n<div class=\"gb-grid-column gb-grid-column-1fbe42f2\"><div class=\"gb-container gb-container-1fbe42f2\">\n\n<div class=\"wp-block-stackable-count-up stk-block-count-up stk-block stk-047d1e4 is-style-u-outline-font-teal u-counter-large\" data-block-id=\"047d1e4\"><style>.stk-047d1e4{margin-bottom:0px !important}<\/style><div class=\"stk-block-count-up__text\">42<\/div><\/div>\n\n\n\n<p class=\"gb-headline gb-headline-84847020 gb-headline-text is-style-default\">pieces of coverage<\/p>\n\n<\/div><\/div>\n\n<div class=\"gb-grid-column gb-grid-column-86989885\"><div class=\"gb-container gb-container-86989885\">\n\n<div class=\"wp-block-stackable-count-up stk-block-count-up stk-block stk-6add382 is-style-u-outline-font-teal u-counter-large\" data-block-id=\"6add382\"><style>.stk-6add382{margin-bottom:0px !important}<\/style><div class=\"stk-block-count-up__text\">280%<\/div><\/div>\n\n\n\n<p class=\"gb-headline gb-headline-8f401907 gb-headline-text is-style-default\">of Q1 coverage goal<\/p>\n\n<\/div><\/div>\n\n<div class=\"gb-grid-column gb-grid-column-10692789\"><div class=\"gb-container gb-container-10692789\">\n\n<div class=\"wp-block-stackable-count-up stk-block-count-up stk-block stk-26e6134 is-style-u-outline-font-teal u-counter-large\" data-block-id=\"26e6134\"><style>.stk-26e6134{margin-bottom:0px !important}<\/style><div class=\"stk-block-count-up__text\">222%<\/div><\/div>\n\n\n\n<p class=\"gb-headline gb-headline-553ebdb6 gb-headline-text is-style-default\">increase in SOV<\/p>\n\n<\/div><\/div>\n<\/div>\n<\/div>\n\n<div class=\"gb-container gb-container-7ae99a35\">\n<div class=\"gb-grid-wrapper gb-grid-wrapper-4250da91\">\n<div class=\"gb-grid-column gb-grid-column-cbcf65f7\"><div class=\"gb-container gb-container-cbcf65f7\">\n\n<h2 class=\"gb-headline gb-headline-3e14d1c8 gb-headline-text is-style-u-eyebrow-heading\">Solution<\/h2>\n\n\n\n<h3 class=\"gb-headline gb-headline-1724fed3 gb-headline-text\">Complex stories at pace<\/h3>\n\n\n\n<p>The PAN team worked closely with ThreatX to deploy a multi-pronged PR strategy, leveraging a balance of media relations, content strategy and targeted speaking opportunities to communicate ThreatX\u2019s critical position in their industry.&nbsp;<\/p>\n\n\n\n<h4 class=\"gb-headline gb-headline-8e922190 gb-headline-text is-style-u-bold-paragraph-style\">Data-Driven Thought Leadership<\/h4>\n\n\n\n<p>Intentional product outreach and rapid response to trending security stories and news drove critical coverage for ThreatX, bolstered by unique owned data on how API attacks continue to impact the human experience.&nbsp;&nbsp;<\/p>\n\n\n\n<h4 class=\"gb-headline gb-headline-e214f058 gb-headline-text is-style-u-bold-paragraph-style\">Go-To-Market Strategy<\/h4>\n\n\n\n<p>In the lead-up to the RSA conference, PAN worked with ThreatX to coordinate a successful launch of their Runtime API and Application Protection (RAAP) and API catalog 2.0 products.&nbsp;<\/p>\n\n<\/div><\/div>\n\n<div class=\"gb-grid-column gb-grid-column-ad8a8ba6\"><div class=\"gb-container gb-container-ad8a8ba6\">\n\n<h2 class=\"gb-headline gb-headline-a51ae2d9 gb-headline-text is-style-u-eyebrow-heading\">result<\/h2>\n\n\n\n<h3 class=\"gb-headline gb-headline-067ecbad gb-headline-text\">Results of a compelling story&nbsp;<\/h3>\n\n\n\n<p>A business that moves as fast as ThreatX doesn\u2019t have the luxury of waiting for results.&nbsp;With this cross-functional strategy in place, PAN was able to deliver critical impact in a short time working with ThreatX.&nbsp;<\/p>\n\n\n\n<p>In Q1\u2014just the first 90 days of the partnership with ThreatX\u2014PAN secured 42 pieces of coverage. Those pieces represented 280% of the quarterly goal. These efforts also translated to a 222% increase in share of voice.&nbsp;<\/p>\n\n\n\n<p>PAN\u2019s event and product launch strategy was responsible for securing 12 pieces of pre-event and event coverage across the two announcements.&nbsp;<\/p>\n\n<\/div><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n<div class=\"gb-container gb-container-eba9cc52 alignfull\">\n<div class=\"gb-container gb-container-6330e9ab\">\n \r\n\r\n\r\n\r\n<div id=\"c-quoteblock-block_02d902f34d78f6d89c8dce26e6c87a52\" class=\"alignfull c-quoteblock  c-quoteblock-is-logo c-quoteblock-style-five \">\r\n    <div class=\"c-quoteblock__inner\">\r\n        <blockquote class=\"c-quoteblock__quote\">\r\n            <p>Through the creativity and media power of the \u2018Shareholder Roadblocks\u2019 campaign, they have taken us from joining the conversation to shaping it, and finally to leading.\u201d<\/p>\r\n            <div class=\"c-quoteblock__attribution\">\r\n            <cite>Dave Howell, Chief Marketing Officer at ThreatX<\/cite>\r\n            <\/div>\r\n        <\/blockquote>\r\n        <div class=\"c-quoteblock__img\">\r\n                <svg width=\"248\" height=\"249\" viewBox=\"0 0 248 249\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\r\n<circle id=\"Ellipse 243\" cx=\"124.172\" cy=\"124.506\" r=\"121.268\" stroke=\"white\" stroke-width=\"5\" stroke-linecap=\"round\" stroke-dasharray=\"10 10\"\/>\r\n<\/svg>\r\n<div class=\"c-logo-wrap\"><img loading=\"lazy\" decoding=\"async\" width=\"577\" height=\"91\" src=\"https:\/\/www.pancommunications.com\/wp-content\/uploads\/2022\/10\/threatx-client-logo-color.png\" class=\"attachment-large size-large\" alt=\"ThreatX client logo, color\" srcset=\"https:\/\/www.pancommunications.com\/wp-content\/uploads\/2022\/10\/threatx-client-logo-color.png 577w, https:\/\/www.pancommunications.com\/wp-content\/uploads\/2022\/10\/threatx-client-logo-color-300x47.png 300w, https:\/\/www.pancommunications.com\/wp-content\/uploads\/2022\/10\/threatx-client-logo-color-100x16.png 100w, https:\/\/www.pancommunications.com\/wp-content\/uploads\/2022\/10\/threatx-client-logo-color-414x65.png 414w\" sizes=\"auto, (max-width: 577px) 100vw, 577px\" \/><\/div>\r\n        \r\n    <\/div>\r\n<\/div>\r\n<\/div>\n<\/div>\n<\/div>\n\n<div class=\"gb-container gb-container-ec5f9601 alignfull\">\n<div class=\"gb-container gb-container-d1595e59\">\n<div class=\"gb-container gb-container-3f66eb33\">\n\n<h2 class=\"gb-headline gb-headline-73c7d22e gb-headline-text is-style-u-eyebrow-heading\">More work<\/h2>\n\n\n\n<h4 class=\"gb-headline gb-headline-3048acaa gb-headline-text h1-style\">See more<\/h4>\n\n\n\n<h4 class=\"gb-headline gb-headline-5178928c gb-headline-text is-style-u-outline-font-teal u-move \">good stuff<\/h4>\n\n\n<div class=\"gb-container gb-container-566b7a3a\">\n\n<a class=\"gb-button gb-button-c90b68df gb-button-text gb-button-orange-button\" href=\"https:\/\/www.pancommunications.com\/work\/\">View Our Full Portfolio<\/a>\n\n\n\n<a class=\"gb-button gb-button-30ad2ea9 gb-button-text-only c-arrow-link\" href=\"https:\/\/www.pancommunications.com\/contact\/\"><span class=\"gb-button-text\">Let&#8217;s Talk<\/span><span class=\"gb-icon\"><svg fill=\"\" viewBox=\"0 0 26 26\" height=\"26\" width=\"26\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n<g clip-path=\"url(#clip0_678_11332)\">\n<path fill=\"\" d=\"M17.5398 6.16504C18.1746 5.53027 19.2055 5.53027 19.8402 6.16504L25.5277 11.8525C26.1625 12.4873 26.1625 13.5182 25.5277 14.1529L19.8402 19.8404C19.2055 20.4752 18.1746 20.4752 17.5398 19.8404C16.9051 19.2057 16.9051 18.1748 17.5398 17.54L20.4496 14.6252H9.75C8.85117 14.6252 8.125 13.899 8.125 13.0002C8.125 12.1014 8.85117 11.3752 9.75 11.3752H20.4496L17.5348 8.46035C16.9 7.82559 16.9 6.79473 17.5348 6.15996L17.5398 6.16504Z\"><\/path>\n<\/g>\n<defs>\n<clipPath id=\"clip0_678_11332\">\n<rect fill=\"white\" height=\"26\" width=\"26\"><\/rect>\n<\/clipPath>\n<\/defs>\n<\/svg><\/span><\/a>\n\n<\/div>\n<\/div>\n\n<div class=\"gb-container gb-container-0eb11a4e\">\n\n<div class=\"gb-grid-wrapper gb-grid-wrapper-01c5fae6 gb-query-loop-wrapper\">\n<div class=\"gb-grid-column gb-grid-column-b80093d8 gb-query-loop-item post-19327 case_study type-case_study status-publish has-post-thumbnail hentry industry-cloud-devops\"><div class=\"gb-container gb-container-b80093d8 c-case-card\"><a class=\"gb-container-link\" href=\"https:\/\/www.pancommunications.com\/work\/case-studies\/lumi\/\"><\/a>\n<figure class=\"gb-block-image gb-block-image-0da69c6d\"><img loading=\"lazy\" decoding=\"async\" width=\"1080\" height=\"689\" src=\"https:\/\/www.pancommunications.com\/wp-content\/uploads\/2023\/07\/Lumi-CS.jpg\" class=\"gb-image-0da69c6d\" alt=\"\" srcset=\"https:\/\/www.pancommunications.com\/wp-content\/uploads\/2023\/07\/Lumi-CS.jpg 1080w, https:\/\/www.pancommunications.com\/wp-content\/uploads\/2023\/07\/Lumi-CS-100x64.jpg 100w, https:\/\/www.pancommunications.com\/wp-content\/uploads\/2023\/07\/Lumi-CS-768x490.jpg 768w, https:\/\/www.pancommunications.com\/wp-content\/uploads\/2023\/07\/Lumi-CS-960x612.jpg 960w, https:\/\/www.pancommunications.com\/wp-content\/uploads\/2023\/07\/Lumi-CS-300x191.jpg 300w, https:\/\/www.pancommunications.com\/wp-content\/uploads\/2023\/07\/Lumi-CS-1024x653.jpg 1024w\" sizes=\"auto, (max-width: 1080px) 100vw, 1080px\" \/><\/figure>\n\n<div class=\"gb-container gb-container-72dcc555 c-case-card-overlay\"><\/div>\n\n<div class=\"gb-container gb-container-f963626c c-case-card-content\">\n<img loading=\"lazy\" decoding=\"async\" class=\"c-case-card-logo\" src=\"https:\/\/www.pancommunications.com\/wp-content\/uploads\/2022\/02\/lumi-global-logo-white.webp\" alt=\"Lumi Global client logo, white\" title=\"lumi-global-logo-white\" width=\"1051\" height=\"352\">\n\n<p class=\"gb-headline gb-headline-9c3de4fa gb-headline-text\"><a href=\"https:\/\/www.pancommunications.com\/work\/case-studies\/lumi\/\">Boosting shareholder democracy<\/a><\/p>\n\n<span class=\"u-taxonomy-pill\">Cloud \/ DevOps<\/span>\n<\/div>\n<\/div><\/div>\n<\/div>\n\n<\/div>\n<\/div>\n<\/div>","protected":false},"featured_media":18616,"template":"","industry":[595],"service":[666,140],"class_list":["post-19304","case_study","type-case_study","status-publish","has-post-thumbnail","hentry","industry-security"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>ThreatX: Cross-Functional Storytelling | PAN<\/title>\n<meta name=\"description\" content=\"ThreatX chose PAN to deliver rapid results and real impact in just 90 days across two product launches and a critical industry event.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" 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