Tenable One Launch

‍CHALLENGE: ‍

Mission North was tasked with announcing Tenable One, the culmination of Tenable’s five acquisitions and the company’s biggest launch since their 2018 IPO. The team prepared for the launch against the backdrop of a media landscape that cares less and less about product news in a market saturated with vendors and news. The team faced the challenge of communicating the bigger-picture significance of the news, while also reaching a new audience through additional methods outside of earned media. To do so, they leaned on LinkedIn Live to provide another avenue to spread the news and reach CISOs and practitioners.

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STRATEGY: ‍

To break through the noise and differentiate Tenable’s launch, the team leaned into the new category of exposure management that Tenable created. Reporters often view category creation as a smoke-and-mirrors marketing ploy, so to counter that bias the team invested in resources to educate reporters on exposure management. Mission North and proof points from third-party sources like Gartner that reveal the need for the new category. We focused more on how the category represented a new direction for Tenable on the heels of five acquisitions, and less on the nuts-and-bolts of the product news itself. 

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To promote the launch further across social media, the team hosted a Linkedin Live event featuring Tenable CEO Amit Yoran, Chief Technology Officer Glen Pendley and Chief Product Officer Nico Popp. In the weeks leading up to the event, the LinkedIn Live event was promoted using LinkedIn Ads to C-Suite job titles and to Tenable’s top customer accounts. 

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‍IMPACT: ‍

On the earned media side, the team’s efforts led to a high degree of interest. Twenty-six reporters accepted the embargo, the team landed five interviews, and there were 19 pieces of coverage within the first week. Coverage was in-depth and on-message, with features comprising 78% of coverage. The team’s category creation messaging broke through, as more than half (57%) of articles included “exposure management” in the headline. 

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The LinkedIn Live was also a success – 506 LinkedIn Live event registrations, 239 viewers during the peak, and 332 engagements throughout the event. The paid LinkedIn ads promoting the event brought in 74 event pre-event registrations and generated a 1.36% average click through rate (1% is benchmark).

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