There is a lot of misconception about application whitelisting among the information security market
Scottsdale, AZ (PRWEB) May 17, 2011
Lumension®, the global leader in endpoint management and security, today announced that its Intelligent Whitelisting launch campaign has received a Spectrum Award for the Best Integrated Marketing Campaign for a Product from the American Marketing Association Phoenix. The campaign, which took place from December 2010 to February 2011, aimed to generate awareness of Lumension’s soon-to-be-introduced Intelligent Whitelisting product through multiple online social media channels and to then move these leads into the consideration phase through email nurturing efforts.
The campaign was successful in that it created buzz about the long-held perceptions of application whitelisting and the need for change when it comes to effective endpoint security. Specifically, it led to dialogue among industry insiders and reporters about application whitelisting as a viable security approach for endpoints and also invoked well-known industry analysts to recommend the technology.
“There is a lot of misconception about application whitelisting among the information security market,” said C. Edward Brice, senior vice president of worldwide marketing, Lumension. “As a smaller company, we don’t have the budget to drive large awareness or educational campaigns so we needed to think differently and look at a more socially enabled, integrated marketing approach.”
Lumension’s strategy in this campaign was to accelerate market adoption of its application control solution by developing an integrated marketing program that generated awareness and thought leadership by first establishing intelligentwhitelisting.com, an open and social forum designed to educate readers on application whitelisting. The site featured several prominent industry experts.
“What made this approach unique was we didn’t want our brand to be center stage in this industry forum. We wanted the participant experience to focus on the experts and their points of view. We even invited competitors to join the forum to ensure an evenly distributed view point and minimized our brand presence onsite as much as possible while still fully disclosing our role within the site,” Brice continued.
Corporate communication used content from IntelligentWhitelisting.com to place several articles from intelligentWhitesliting.com alongside Lumension thought leaders. Additionally, associated leads received through content offers or virtual events were moved from the awareness phase of the buying cycle into the consideration phase through email nurturing efforts that leveraged IntelligentWhitelsitng.com as a resource in helping drive faster education and acceleration through the buying cycle. A number of additional tools were used to move leads, including social media; email newsletters; and a three-part podcast hosted on Lumension’s corporate blog, Optimal Security. Lumension teamed with Tempe agency Keane Creative for Intelligentwhitelsitng.com site design and development.
The Spectrum Awards recognize outstanding efforts in the fields of marketing research, direct marketing, advertising, online marketing, multi-cultural marketing and public relations. These prestigious awards give marketing professionals an opportunity to gain peer recognition and reward for their outstanding work in local communities.
Lumension Security, Inc., a global leader in endpoint management and security, develops, integrates and markets security software solutions that help businesses protect their vital information and manage critical risk across network and endpoint assets. Lumension enables more than 5,100 customers worldwide to achieve optimal security and IT success by delivering a proven and award-winning solution portfolio that includes Vulnerability Management, Endpoint Protection, Data Protection, Antivirus and Reporting and Compliance offerings. Lumension is known for providing world-class customer support and services 24x7, 365 days a year. Headquartered in Scottsdale, Arizona, Lumension has operations worldwide, including Virginia, Texas, Utah, Florida, Ireland, Luxembourg, the United Kingdom, Australia, and Singapore. Lumension: IT Secured. Success Optimized.™ More information can be found at lumension.com.