Cybersixgill is a global cyber threat intelligence (CTI) data provider that continuously collects and exposes the earliest indications of risk by threat actors moments after they surface on the clear, deep, and dark web. The company serves and partners with global enterprises, financial institutions, MSSPs, and government and law enforcement agencies. Having worked with the CMO at three previous cyber companies (Verodin, Crowdstrike, and Mandiant) – Trier knew the drill. Competition in the CTI space is fierce. We launched the company in the fall of 2021 when CTI was a niche market and a consideration across industries. Cybersixgill needed practical ways to shape the narratives and communicate stories horizontally and vertically. We aimed to increase brand visibility, strengthen thought leadership, capitalize on trending news topics, build awareness in priority verticals, formalize a robust research arm, amplify product and innovation storylines, and develop a social media ‘influencer engagement’ program.

As Cybersixgill’s global PR and in-house content marketing team, Trier developed a brand strategy, PR, content marketing, and social media strategy focusing on education, POV content, and a robust contributed article campaign. Additionally, Trier developed a rapid reaction media program focused on delivering a ‘dark web’ reactive data-driven response to worldwide security intrusions. Vertical markets PR and content was – and is – one of the prime drivers of brand awareness for Cybersixgill - globally. Most significantly, Trier established a content marketing engine for Cybersixgill – delivering content (earned and paid) to feed the top and middle of the funnel with increasing website traffic as a primary objective. Additionally, Trier developed and managed YouTube and LinkedIn video content. Managing the social, paid search, programmatic programs, and digital media for Cybersixgill, Trier delivered content across social channels, primarily LinkedIn, Reddit, and Telegram, to drive brand awareness and in-platform lead generation.

With this cross-functional strategy in place, Trier delivered (and continues to deliver) a critical impact across all integrated communications programs. In 2023 – Trier secured more than 410 pieces of stand-alone coverage, with a 322% increase from 2022. Trier increased quarterly media placements by nearly 700 percent since the onset of the engagement. Cybersixgill saw a notable rise in earned panel and keynote invites for global cyber events, including RSA, Black Hat, SXSW, and Infosec Europe/Asia. Additionally, Cybersixgill received an Advertising Week Video “Excellence Award” for ‘Dark Lab’ – a video campaign Trier created, developed, and executed across social channels.0