Making AI Secure Coding Relevant to Enterprise Buyers
An AI headline can open a conversation about secure coding. The next question is harder: what does the story mean for the people accountable for enterprise software?
A security leader may approach that conversation through risk. A development leader may approach it through the team’s daily work. An application security provider needed to make its AI secure-coding position relevant to both, while reaching high-value enterprise buyers across North America.
Giving the AI story a concrete subject
ISMG organized the campaign around secure coding, using AI as part of that specific discussion. Content syndication and webinars carried the educational material, while account-based marketing and targeted email focused distribution on security, IT and development roles at large enterprises.
That structure gave the message somewhere to go after the initial promise. Secure coding supplied a defined problem for the content to explore. The audience could consider the provider’s position in relation to an existing responsibility, rather than having to supply the business context themselves.
For enterprise marketers, this is a useful editorial test. After removing the words “AI-powered” from a headline, can the reader still tell which problem the content addresses? If the subject disappears with the phrase, the story probably needs more work.
The campaign’s combination of formats supported different levels of interest. Syndicated content provided a way to encounter the argument. A webinar gave interested buyers time to hear a more developed explanation. Targeting kept those opportunities centered on the intended enterprise audience.
Evidence of engagement with the story
The program delivered 347 leads and attracted 85 webinar attendees. Promotion generated 288,131 impressions.
Those results gave the team evidence that the proposition was reaching its intended market and encouraging further attention. That is useful context for a marketer deciding where to invest in the next stage of an emerging-technology story.
The case illustrates how an emerging technology message becomes more useful when it is attached to a recognizable job. Enterprise buyers need to understand where a new capability belongs in their organization. ISMG helped the provider bring its AI narrative into a specific secure-coding conversation and put that conversation in front of the relevant roles.