Company: Delinea
Company type: Multinational
Sector: Cibersecurity
Solution: PAM Privileged Access Management
Location: Headquarters in San Francisco and Washington, USA. Office in Madrid, Spain.
For a multinational company to position itself in a new market, it is essential to have a reliable local team capable of becoming an extension of a multinational’s communication department. This was Zinkup‘s main objective during the four years of collaboration with Delinea, a leading provider of privileged access management solutions. Zinkup became its communications team in Spain to develop its communications strategy and position a new brand in the cybersecurity market. They were looking for a team specialized in cybersecurity, familiar with the terminology, regulations and threats of the sector, as well as with knowledge of the audiences, media, events, associations and partners for the company in Spain. All this combined with being a good creator of specialized content and understanding the needs of the market.
Delinea first landed in Spain in 2018 as Thycotic, and started working with Zinkup in 2020 to carry out its communication strategy in Spain. Delinea was born in 2022 after the merger of two major American companies specializing in the security of privileged access and identities, Thycotic and Centrify. After the merger, a new brand was created: Delinea, which became a leading provider in the market with a portfolio of solutions for the security of hybrid and modern companies.
Their main communication and marketing objectives in Spain:
As their communication and digital marketing department in Spain, we carried out the following functions:
Media relations: Zinkup established a direct communication network with key cybersecurity, technology and economic media journalists to present the company and its solutions. Once achieved, we began creating and distributing content to disseminate the company’s news in the media, as well as managing interviews with journalists and creating and publishing opinion articles.
Creation of specialized quality content: Create key messages and quality content of interest for Delinea’s different audiences (CISOs and security managers of companies with more than 100 employees), adapted to the Spanish market, under the company’s international guidelines.
Marketing Campaigns: We launched a total of 6 lead generation campaigns, that included mailings, newsletters, and branded content in the main cybersecurity media outlets, such as Cybersecurity News, IT Digital Security, Escudo Digital, MuySeguridad, MuyComputerPro, MuyCanal, etc. to achieve greater visibility and recognition of the new brand and its PAM solutions.
Advertising: Publication, design and creation of advertising campaigns with ads and banners in key cybersecurity media, both online and offline, such as SIC Magazine or IT Digital Security, among others.
Customer events: Management and selection of location, production of merchandising and corporate gifts in Madrid and Barcelona, to introduce the brand change, the new portfolio of solutions, and their benefits.
Sponsorships and participation in key events: Sponsorship management, participation and speakers at the main cybersecurity events: RootedCON, CCN-CERT, ENISE (Incibe), IdentiSIC and ISMS Forum, among others.
Advertising: Publication, design, and creation of advertising campaigns with ads and banners in key cybersecurity media outlets, both online and offline, such as SIC magazine or IT Digital Security, among others.
At Zinkup, we manage Delinea’s relations and communication in Spain with associations such as Women4Cyber, CisoVerso, CCI, ISMS, etc. We are also in charge of keeping the Delinea wholesaler network (Ingram Micro or Ibermática) informed of the company’s news and product launches.
Translation and localization into Spanish of all the content of all Delinea’s web content in Spain, as well as its resources, such as reports, technical sheets, whitepapers, ebooks, landing pages, etc.
At Zinkup we have a team of communication and digital marketing professionals specialized in the technology and cybersecurity sector. Since Zinkup was created, cybersecurity has been part of our life and we have supported a total of 20 cybersecurity companies and startups, such as CounterCraft, Leet Security, NCC Group or Botech, among others, to position themselves in a fast growing and increasingly competitive market.
Tell us what you need, and we will make it possible.
MADRID | DONOSTIA-SAN SEBASTIÁN
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