Following the Identity Buyer Across Formats
An identity buyer can arrive through several doors. One team is thinking about privileged access. Another is considering machine identities or third-party risk. A senior leader may be trying to connect those concerns with a broader Zero Trust or compliance priority. A large identity portfolio needs a content program capable of meeting those different starting points.
A global identity security provider worked with ISMG to expand qualified demand and visibility across industries and regions. The resulting program covered 29 coordinated campaigns and an unusually broad mix of formats.
Different formats served different conversations
The work spanned content syndication, editorial, podcasts and video, alongside webinars, surveys and roundtables. Account-based marketing and intent data informed the overall effort.
That breadth had a practical purpose. A written asset can help a buyer examine an issue privately. An interview can make a complex argument easier to follow. A roundtable can create room for a more involved discussion. Each format offers a different way to explore the provider’s expertise.
The marketing task is keeping those experiences connected. Someone interested in a specific identity problem should encounter a relevant next conversation, rather than a random tour of the product portfolio. Intent signals give marketers information that can help guide those choices.
ISMG combined that audience intelligence with editorial authority and regional execution. The provider gained a coordinated way to carry its identity narrative through multiple channels while recognizing that buyers would approach it from different responsibilities and markets.
A large program with a defined audience
The campaign portfolio produced 6,403 verified leads and more than 6.4 million promotional impressions. Reported Director and C-level engagement reached 55%.
The scale is notable, but the more interesting story is how many forms the conversation could take. The program gave a broad identity provider a way to address specialized topics without relying on a single flagship asset to do every job.
For IAM marketers, content planning begins to look different when the unit of thought becomes the buyer’s question. The appropriate format follows from the depth and kind of explanation that question requires. This case shows how ISMG organized that flexibility into a substantial, coordinated demand program.