U.S. Market Launch

Launch and grow Tessian’s presence in the U.S.

Challenge + Strategy

Mission North’s challenge was to help launch UK-based Tessian in the U.S. and raise its profile as the dominant email security company preventing inbound attacks at the human layer.

Our PR strategy involved four focus areas: a targeted top-tier media engagement strategy, owned data campaigns, rapid response, and timely bylines. First, we identified reporters and publications that would make an impact on breaking through to the U.S. media. This informed our outreach strategy for data reports, rapid response and byline opportunities. We engaged with these reporters throughout the year, establishing consistent touchpoints and keeping them in the loop on all Tessian news and thought leadership. From there, we activated quarterly data campaigns that appealed to a range of security, business, and consumer press, and positioned Tessian as an authority on priority topics like data loss prevention and business email compromise. We adjusted our tactics quickly to break into timely news moments like Covid-19 phishing scams, stimulus check scams, deepfakes, and vishing. By establishing trusted relationships with Tessian executives, we turned commentary and bylines around quickly to insert Tessian into current industry conversations.

Execution + Results

Tessian’s U.S. PR launch and sustained growth in 2020 were incredibly successful, resulting in a 4X increase in U.S. coverage, with 30% of media hits appearing in top business and technology publications like Business Insider, Money and Fox News. We placed 12 bylines in top security trades like Dark Reading, as well as tier-1 outlets like Forbes and Fast Company. Tessian’s data reports were particularly successful and drove 62% of total coverage in 2020. Mission North built up the reputation of Tessian’s CEO Tim Sadler and CTO Ed Bishop as go-to thought leaders for topics like email security, the psychology behind phishing scams and Covid’s impact on cybersecurity. 

Tessian is a cybersecurity company that predicts and eliminates advanced threats on email caused by human error.

Tessian is a cybersecurity company that predicts and eliminates advanced threats on email caused by human error.

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