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Into the Lion’s Den

The Challenge

Sterling helped eEye Digital Security raise awareness, win awards, and find themselves the subject of a glowing profile in America’s premiere business publication.

Founded in 1998, eEye Digital Security is a developer of network security software and a major contributor to security research and education. eEye’s software products address vulnerability assessment, remediation management, intrusion prevention and network forensics.

When eEye hired Sterling, the security firm was particularly interested in gaining more visibility with top-tier business press to catch the eye of the investment community and high-level decision makers such as CEOs and CIOs. Although a small, privately funded company, eEye turned to Sterling to create a compelling story that would get them ink within this crucial segment.

The Strategy

When Sterling and eEye first began working together, vulnerability management technology was considered a niche technology that was not being widely deployed. This perception existed despite the fact that eEye had implemented the technology with many FORTUNE 500 customers, including Continental Airlines. eEye needed to highlight that large, brand- name organizations were using vulnerability management and getting real value from their implementations.

Sterling helped eEye identify, cultivate and train media references among its customer base and then convince these references to take the time to do in-depth case studies with leading IT media. At the same time, Sterling conducted an aggressive outreach program to win IT industry awards from Network World, Red Herring, SC Magazine, Windows IT Pro, and many others. Leveraging that work, Sterling then methodically established relationships with business reporters.

The Results

Sterling was able to hook The Journal by tying eEye’s story to a larger trend and supplying a reporter with relevant customer references. Sterling secured a quarter-page profile of eEye in The Wall Street Journal. The article profiled the company in a way that conveyed eEye’s exact messaging, positioning the company positively in comparison with its competitors and providing validation of its product through customer testimonials.

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