ArcSight

Written by Editor

Assignment
ArcSight hired Atomic in early 2009 to elevate the company's profile in the larger security and business media and expand the positioning of the company to a broader category of enterprise threat and risk management. In addition, ArcSight product news had received minimal coverage even from the security-focused publications.

Strategy
Atomic recommended a strategy that elevated ArcSight products beyond the technical security event management and highlighted the problem that ArcSight helps to solve. In addition, Atomic leveraged the company's history as a CIA-funded venture and its customer base in the government sector to position its vision and products as core to defending national security. With cyber attacks on the rise, ArcSight could comment on the security of the country's critical infrastructure.

Results

• In the first 7 months, ArcSight coverage increased by more than 700%, to 329 articles with coverage spanning business, technology and vertical publications
• Successfully hosted a media event at the company's annual customer conference that resulted 7 stories in the first two days in publications such as Federal Computer Week, Government Computer News, InternetNews, NextGov, Government Security News and SearchSecurity.
• The AP quoted CEO Tom Reilly as a "cyber expert" in a story on how the government should be protecting the Web. The article has been printed in over 90 U.S. publications.
• Atomic launched 3 products for ArcSight in the first 7 months of working together. Amongst its competitors, coverage from the average product launch has been 6 articles. For its most recent product launch, Atomic set more than 25 media and analyst interviews resulting in over 30 articles.
• ArcSight executives are regularly quoted in a number of articles about protecting national critical infrastructure and have become "go-to" experts on cyber security issues by a number of journalists.