How Saviynt Turned Content into 300 High-Intent Leads
Old-school demand gen is dead. Modern marketing is a living system — guided by data, context, and credibility.
Executive Summary
For Saviynt, one of the most innovative names in Identity and Access Management (IAM), the mission was clear: move beyond awareness and generate traction that converts.
Competing against established giants required more than a strong platform — it required precision, authority, and a trusted voice.
That’s where Information Security Media Group (ISMG) came in. Within 60 days, ISMG and Saviynt transformed a targeted, editorially grounded campaign into 300 qualified leads, half of them senior decision-makers.
This is how trust, data, and expertise converged to create measurable impact.
Compared to some vendors I work with, ISMG is very established and well-respected in the market. They hold an authoritative position in cybersecurity with strong content down to the sub-market level, like identity security. That expertise, combined with high-quality leads and professional execution, made ISMG a trusted partner for us.
-Alexandra Vandevender,
Senior Digital Marketing Manager, Saviynt
Cutting Through IAM Noise
Cybersecurity is crowded. Vendors claim “next-gen” everything. Analysts add new acronyms weekly. Buyers are overwhelmed.
Saviynt had a compelling story — helping global enterprises modernize identity — but needed to reach time-strapped CISOs and senior leaders who filter out vendor noise.
The goals:
- Differentiate from household-name competitors.
- Reach enterprise decision-makers actively modernizing identity.
- Drive measurable ROI through precision targeting.
Saviynt didn’t need volume. They needed credibility and focus — a partner that understands the cybersecurity audience.
Finding a Trusted Industry Voice
If cybersecurity had a town square, ISMG would stand at its center — microphone in hand, surrounded by two million practitioners and executives.
For nearly two decades, ISMG has shaped the global cybersecurity dialogue through trusted journalism and expert insight.
Partnering with ISMG meant Saviynt wasn’t just buying exposure — they were joining a respected conversation that decision-makers already trusted.
With ISMG, Saviynt wasn’t just seen. They were heard — by the right people, at the right time.
More Precision, Less Volume
The plan was simple: target intent, not impressions.
ISMG’s approach combined editorial credibility, data intelligence, and targeted delivery to reach decision-makers where they were already engaged.
The Building Blocks
- Thought-leadership webinar with KPMG, moderated by ISMG’s Tom Field.
- IAM category sponsorship, placing Saviynt beside credible editorial coverage.
- Targeted e-blasts to enterprise audiences researching identity modernization.
- Intent-based display ads refined by job title and suppression logic.
Learn more about ISMG’s digital marketing programs
The Results
- 300 leads in 60 days, 50% director-level or higher.
- $4M+ pipeline, deal sizes from $260K–$1.8M.
- Five Fortune 1000 meetings confirmed.
This was influence with purpose — credibility driving measurable results.
Content Syndication is Supreme, But With a Caveat
Marketers love to say content is king — but syndication is the kingdom that gives it power.
Modern syndication isn’t about volume. It’s a precision engine for influence, reaching audiences already seeking insight, not ads.
The modern syndication formula
Old school syndication is over. Today the paradigm has shifted to the C D O framework.
- Credibility first. Audiences engage with sources they trust.
- Data depth. Intent intelligence explains why leads engage.
- Omnichannel reach. Webinars, podcasts, and editorial unite around one narrative. Saviynt’s success came from orchestration, not oversaturation.
If you’re still running single-asset campaigns, you’re already behind.
The landscape has shifted. The “download a PDF and call it a lead” model is obsolete.
Today’s cybersecurity buyer engages continuously— researching, comparing, and validating over time. Syndication must evolve with them, supported by ongoing signal monitoring.
That’s where Athena, ISMG’s proprietary intent intelligence platform, redefines what’s possible.
Athena captures 15 million+ engagement signals monthly across ISMG’s global media network. It identifies who’s researching, what they’re exploring, and when they’re most receptive.
In practice
- A CISO begins investigating ERP identity modernization — Athena flags it.
- Healthcare leaders pivot toward zero trust — sales teams get instant insight.
Athena turns fleeting engagement into actionable intelligence — enabling real-time adaptation.
Content syndication alone isn’t enough. Modern marketing demands continuous buyer signal monitoring.
Cyber Native Experts Every Step of the Campaign Journey
Behind every successful ISMG campaign is a team fluent in cybersecurity.
ISMG’s campaign management team isn’t composed of generic marketers — they’re cyber experts who understand the language, pain points, and urgency of your buyers.
They’ve spent years immersed in industry trends and events — reading threat reports, attending summits, moderating panels. They know what resonates in each vertical:
- Finance: Compliance and regulatory credibility.
- Healthcare: Patient data protection and resilience.
- Infrastructure: Operational continuity and risk reduction.
That fluency means every ISMG campaign is tailored — industry by industry, message by message.
ISMG’s campaign managers don’t just execute — they interpret, refine, and optimize every step.
Building Sustainable Marketing Success
Saviynt’s 60-day success became a long-term blueprint.
Key Takeaways
- Syndicate through trusted media your buyers already follow.
- Lead with education, not promotion.
- Use intent data to time engagement.
- Measure pipeline, not downloads.
Today, Saviynt continues to leverage ISMG’s intelligence and expertise to guide ongoing strategy — turning one campaign into sustained growth for multiple quarters to come.