Lead Climber Marketing

BACKGROUND

Please describe your company and your position there.

ExtraHop is a cybersecurity company that provides cloud-native network detection and response for enterprise and other large organizations. Our technology helps companies detect cyber threats inside their environment, whether it's in a data center or in the cloud (or both), investigate those threats, and take immediate action to quarantine compromised devices and workloads to protect business-critical applications and sensitive information. I serve as the Director of Corporate Marketing and Communications, overseeing all brand and awareness activities, including public relations, web content and strategy, design, and corporate positioning. My team and I also handle all media buys related to our core charter.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Medina Communications?

As a late stage start-up, ExtraHop is starting to invest more broadly in awareness in order to drive name and brand recognition among our core audience of security buyers, our technology partners (which include major cloud providers), and among the late-stage investor community. While we work with a few different digital marketing agencies for demand generation focused activities, we were looking for a partner that could help us creatively, strategically, and opportunistically do some test media buys in outdoor media like billboards, as well as in "whitespace" areas where our competition hasn't yet invested.

What were your goals for this project?

Drive awareness and brand recognition, as well as positive brand association among our core audiences include security buyers, technology and channel partners, and late stage investors.

SOLUTION

How did you select this vendor?

When I looked at Medina's portfolio, I liked that they didn't always go for the most obvious marketing avenue. Their campaigns were outside the box, and it was clear from their work that they weren't afraid to work with brands to push the envelope a bit. In a crowded market like enterprise security, finding ways to break through is key.

Describe the scope of their work in detail.

In late 2018, ExtraHop engaged Medina to do some strategic outdoor media buys in the San Francisco area around a major trade show at which ExtraHop was exhibiting. We were looking to do two or more billboards that would capture a high number of impressions along the stretch of the 101 between SFO and San Francisco, where tech leaders, investors, and conference attendees would travel. Medina identified several billboard options and walked us through the pros and cons. Towards the end of 2019, we decided to evaluate some awareness opportunities in Seattle, where our company is headquartered. These media buys needed to serve multiple masters: (1) drive general awareness among potential buyers in the Puget Sound region; (2) build awareness and brand equity among key cloud partners in the area; and (3) elevate our brand among local tech talent with the goal of support recruiting goals in 2020. We also wanted to use a few strategic media buys to test the efficacy of some higher-risk strategies, including radio.

What was the team composition?

We worked directly with Medina's Creative and Digital Director. He served as our primary point of contact and worked closely with us to develop the creative for both the outdoor media as well as the radio spots.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

For the San Francisco media buy, one of the billboards was in a high traffic area with outstanding visibility. As it turns out, we weren't the only ones interested. After we expressed interest, a major brand name tech company made an offer to buy the billboard for the year. Medina successfully lobbied on our behalf, getting us the billboard for the four weeks overlapping our event. The billboard helped to generate high traffic to our booth during the event and record numbers of qualified leads. For the Seattle media buy, Medina was able to secure an 8 week run of outdoor media in a high-traffic area central to the main downtown business district and technology corridor. They were also able to work with the local NPR affiliate to secure at a substantial discount the remaining sponsor inventory, giving ExtraHop substantial air time in the remaining weeks of 2019 and the first weeks of 2020, including during a major company event.

How effective was the workflow between your team and theirs?

Medina was highly communicative and responsive throughout, working with us to manage interactions with vendors as well as demonstrate value to internal stakeholders.

What did you find most impressive about this company?

Medina didn't just serve as a media buyer; they were hands-on in helping us develop the creative for these campaigns. In developing the radio spots with NPR, they demonstrated an understanding of our brand and campaign objectives, and really guided us in crafting the language that would most effectively communicate our message while staying within NPR's stringent guidelines for sponsor messages.

Are there any areas for improvement?

We've been consistently impressed with Medina's work and will continue to use them for media buys.