Lumina Case Study: Vectra
Designed by an award-winning team of data scientists and security practitioners, Vectra is the leader in AI-based network detection and response (NDR) solution for cloud, SaaS, data center and enterprise infrastructures. Their unique approach to capturing and leveraging network metadata at scale, enriching it with machine learning-derived security information, allows it to power the widest range possible of detection-and-response use cases.


At the time Vectra hired Lumina, there was one perceived “giant” in the market: Darktrace. Vectra needed to gain visibility and brand recognition in a space that was being dominated by this one main rival, while at the same time establishing differentiation in a hyper competitive infosec market as a whole. There has since been an influx of other competitors, but Vectra is still seen as one of the globally recognized leaders in the industry.

The company had very knowledgeable executives and a strong research team, but neither were being used properly with the media. There was limited spokesperson availability, and because of this, coverage was minimal, particularly in newsjacking and around their bi-annual threat research reports. Additionally, there was no strategy around the research findings, which led to a “Wild West” approach to media outreach prior to and after the release of each report.


The Lumina PR team worked with the Vectra marketing team to identify key spokespersons by their respective knowledge domains.
When media opportunities arose, the Lumina team was easily able to determine which executive was the best fit and would work directly with the spokesperson to schedule an interview or provide written commentary. Streamlining the
media relations process in this way allowed the team to quickly respond to journalist inquiries and not miss deadlines.

 Additionally, the team determined that Vectra could get a “bigger bang for their buck” by separating out the research reports into monthly, quarterly, and bi-annual reports. The reports were broken down by industry verticals so that the team could reach larger, more targeted audiences. Previously, the PR team had been pitching these reports out at RSA and Black Hat, two busy security industry conferences where journalist availability was at a premium. Lumina determined that these reports should be released immediately prior to the shows so that media had fresh research to use in their conference coverage, as well as standalone coverage secured prior to the events. After initial hesitation, the Vectra team came onboard with the Lumina PR approach.By breaking down the research reports into more frequent, targeted pieces of collateral, the team was able to reach specific vertical markets where the research findings were of keen interest. Vectra research reports soon became widely anticipated by the media.


Lumina secured more than 300 pieces of media coverage in the first year of the program, and more than 450 pieces of coverage in the second year of the program. This coverage included Vectra feature coverage, Q&As, guest contributions, rapid response/newsjacking, and coverage of Vectra research reports.With the help of Lumina, Vectra was featured in more top tier publications than they had been in all previous years combined.

Vectra achieved frequent mentions in the Wall Street Journal, CNBC, Financial Times, MarketWatch, The Guardian and more in the business press, coupled with greater frequency of coverage in the security trade and technology press including TechCrunch, VentureBeat, Dark Reading, SC Magazine, Security Week, Infosecurity Magazine, Threatpost and more. This widespread visibility enabled Vectra to grow exponentially as Vectra executives became the “go-to” sources for key leading journalists.

The New Miners: Wave Of Crypto Mining At Colleges, Businesses Raising Hacking Concerns
Review: Using AI to Outsmart Threats with Vectra Cognito
CSO Magazine
Manufacturing Forms Craft Cyber Defense for Increasingly Connected Machines
Wall Street Journal Cybersecurity Pro
Fighting Bad AI with Good AI
Wall Street Journal Pro AI
Chris Morales, Vectra AI: The Goal Is for AI and Humans to Work Together
Tech Nadu
Interview: Chris Morales, Vectra AI
Security Guy TV
Energy Sector’s IT Networks in the Bulls-Eye
Dark Reading
Cyberattacks Against Energy Sector Are Higher Than Average: Report
Security Week
Industrial Manufacturing Sector Increasingly Susceptible to Cyber Attacks
Security Now
Industrial IoT Enables Attacks in Manufacturing Industry
Infosecurity Magazine
Manufacturing Industry Experiencing Higher Incidence of Cyberattacks
Dark Reading
Why You Should Hide Your Child’s Social Security Number
Experts Warn of a New ‘Snail Mail’ Malware Attack That’s Actually Working
This 18-Year-Old’s Hacking Side Hustle Has Earned Him $100,000 — And It’s Legal
This Teen Made $100,000 For Legally Hacking Major Companies
New York Post
  • Edison Awards – The Cognito Platform by Vectra named the Silver winner of the “Security & Compliance Platforms” award category.
  • Cybersecurity Excellence Awards – Vectra named winner of 7 award categories.
    • Gold Winner (Cognito) – Artificial Intelligence Security
    • Gold Winner (Cognito) – AWS Cloud Security
    • Gold Winner (Cognito) – Security Analytics
    • Gold Winner (Cognito) – Threat Detection, Intelligence and Response
    • Gold Winner (Cognito Recall) – Threat HuntingoSilver Winner (Cognito Detect) – Security Automation
    • Bronze Winner – Best Cybersecurity Company
  • 2020 SC Awards – Vectra named finalist in “Best Computer Forensic Solution” award category.
  • Cyber Defense Global Awards – Vectra named winner of “Artificial Intelligence and Machine Learning” category
  • 2020 SC Awards Trust Awards Finalists – Vectra honored as “Best Computer Forensic Solution” finalist
  • Business Intelligence Group’s 2019 Public Relations and Marketing Excellence Awards – Vectra named winner of “Campaign of the Year”
  • Jennifer Wang honored in SC Magazine’s annual Women in Security: As a leading woman in cyber security, Jennifer Wang was honored, and asked to write an op-ed, highlighting the need for more women to join the cyber security workforce
  • Vectra won for Best Cloud Security Service in the 2019 Stratus Award: Vectra was honored for changing the way we communicate, conduct business and interact with the world.
  • DiDi Dayton honored as CRN Woman Channel of the Year: Vectra channel executive recognized as a global leader and one of CRN’s “Power 100”.