In 2016, Tel-Aviv based IRONSCALES, a pioneer in AI-driven email security, hired ARPR as its agency of record. At the time, one of the main marketing needs for the cybersecurity startup was to initiate a thought leadership program that would help position its CEO as an email security visionary. Thus, ARPR was tasked to develop an executive thought leadership strategy to help propel the brand from early-stage to growth stage; to serve as a medium to combat misleading and outdated information on anti-phishing technology and to bolster SEO and online visibility.
To maximize thought leadership opportunities, ARPR immediately took control of all blog and byline writing, learning how to capture the voice, style and tone of IRONSCALES’ CEO. Recommending an initial cadence of two blog posts and one byline per month, and a balance of provocative and educational content, ARPR worked with IRONSCALES’ CEO and marketing director to establish the storylines most consequential to tell. In addition, ARPR prioritized personas and verticals and customized narratives accordingly. The strategy paid off, and after initial success, ARPR recommended that IRONSCALES add an additional byline per month.