Segmenting communications into strictly B2B and B2C audience categories can become restrictive. Business decision-makers are themselves consumers, meaning that they are impacted not only by industry insights, but also by what they encounter on consumer platforms on a daily basis. DUO successfully bridged these worlds for Armata, delivering superb PR results and a requisite boost in brand awareness and credibility.
Armata is a cybersecurity specialist for businesses, providing intelligent solutions to minimise business disruption from cyber risks, ensuring organisations’ data and critical business systems are protected. DUO has been Armata’s PR partner since its inception a few years ago, with a brief to manage its B2B communications.
In the course of the PR work for Armata, DUO successfully created thought leadership content and landed great targeted top tier coverage in the media. However, opportunity demands agility. A publicly reported cybersecurity hack of a public institution, which drew business and consumer attention to the criticality of cybersecurity, offered Armata the opportunity to present its expertise and build on its credibility in the cybersecurity industry as well as in business communities which are its primary audience base. However, DUO recognised that there were important consumer stories to tell and armed with the insight that business leaders themselves are consumers influenced by respected consumer channels, developed a two-pronged communication approach.
Communicating simultaneously on B2B and B2C channels, with the same key messaging, education and thought leadership, DUO was able to increase Armata’s brand awareness and credibility in both business and consumer platforms, thereby amplifying the campaign and effectively positioning Armata as a leader in cybersecurity.
A glance at the outcome between July 2023 and May 2024:
- 88 pieces of content published
- At an average of 8 instances of media coverage a month
- Coverage across business and consumer media platforms including but not limited to:
- Moneyweb
- Intelligent CIO
- Memeburn
- IOL
- Business Tech
- 17 broadcast interviews were secured over the same period on leading broadcast platforms in the country, including:
- SABC News
- Cape Talk
- Talk Radio 702
- East Coast Radio
- Newzroom Afrika
- eNCA
- SAFM
Richard Frost, Head of Consulting: Cyber Security at Armata, said:
“Like any other company, our goal is to sell and increase profitability, but we understand that this goes hand in hand with increasing brand awareness which we believe can only be done through an effective PR strategy. Working with DUO Marketing over the last three years has proven this time and again.
Through their generation of outstanding media exposure, we managed to raise Armata’s profile as an influential thought leader in the cyber security space in South Africa across the consumer, SMME and enterprise space. Furthermore, we have managed to forge excellent media relationships that have resulted in us being regularly approached to comment on key industry-related issues and as such have had the privilege to be interviewed by high-profile journalists across leading TV, radio and digital news platforms.”
Looking to boost your exposure, and credibility across consumer, SMME and enterprise audiences? Contact DUO to chat about the potential of an integrated B2B and B2C PR campaign to give your tech innovation and expertise a voice in the market.
