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 two-year-old cybersecurity startup was to initiate a thought leadership program that would help position its CEO as an anti-phishing visionary, propel the brand from early-stage to growth-stage and serve as a platform to combat misleading and outdated information about anti-phishing technology that saturated the market.
To maximize thought leadership opportunities, ARPR immediately took over 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 conservative content, ARPR worked with IRONSCALES CEO and marketing director to determine the storylines that were initially the most important to tell, such as why humans & machines must always work together to reduce phishing risk and the need for real-time incident response. At the same, ARPR collectively prioritized personas and verticals and customized narratives accordingly. During the first year of partnership, ARPR augmented its general cybersecurity thought leadership with vertical-specific stories each month to maximize the reach of our storytelling. After initial success, ARPR recommended that IRONSCALES add an additional byline per month, to which they agreed.