Lumina Case Study: pathlock
Unlike traditional risk, audit, and security systems, Pathlock continuously monitors and synthesizes transactions across all enterprise applications where sensitive activities and data are concentrated. It surfaces actual violations, not theoretical possibilities. With Pathlock as the hub, all lines of defense work together to make informed decisions.
Founded as Greenlight Technologies, the company became the only solution endorsed by SAP that extends SAP Access Control to cloud and non-SAP systems. From these roots, the company developed unique capabilities for access orchestration that provide enterprises comprehensive insight and control over all applications across their IT ecosystem.
Pathlock secured a $20 million growth investment by Vertica Capital Partners and were looking to amplify this news in the media, while also announcing their rebrand from Greenlight Technologies to Pathlock. On top of that, Pathlock hired a new President, Kevin Dunne; Chief Product Officer, Larsen Lockwood-Hall; Senior Director of Marketing, Nicholas Sorenson; Vice President of Worldwide Sales, Trent Heisler; and added security expert and zero trust evangelist Rick Howard as a board director.
The goal was to identify the company’s market fit, support in developing their key messaging, and strategically build out a plan to release this news and garner media and analyst interest.
The Lumina Communications program included the development of a calculated launch timeline breaking the news into three separate press releases to publish over the course of six weeks. Once armed with Pathlock’s messaging and the details of the funding round, Lumina worked to develop each of these press releases, target appropriate media and analysts, proactively set up interviews and briefings, and ultimately secure placement in relevant industry and business publications. Lumina Communications supplemented this media program with aggressive rapid response efforts to keep the company and its key executives in the news cycle on a consistent basis by capitalizing on breaking cybersecurity news.
To drive further executive visibility, Lumina Communications also developed a pipeline of contributed content and bylines for publications, including Tech Target and Dark Reading, that featured a range of thought leadership topics addressing Zero Trust and the dangers of Insider Threats.
Lumina Communications secured nearly 90 media placements in the three month trial period for Pathlock. Lumina secured multiple placements in top-tier business publications to include Fortune, Axios, Venture Beat and US News & World Report. Lumina also drove a high volume of coverage in a wide range of security publications on breaking news stories such as the Florida Water Supply breach, SolarWinds, and NSA’s guidance on zero trust implementation.
These efforts resulted in placements that spanned key technology and trade press, including Dark Reading, SC Magazine, Infosecurity Magazine, Security Magazine, Gov Info Security, Silicon Angle, Threatpost, Washington Examiner, Tech Republic, Data Breach Today, Bank Info Security, Security Week, CSO, and Cybersecurity Dive. On top of that, Lumina secured multiple analyst briefings with a variety of security firms to include Gartner, Forrester, ESG, EMA, Osterman Research, and TAG Cyber.