Case Study Series: What's Working in Marketing & Selling Professional Services

Founded in 1991, Lumension®, Inc. (formerly PatchLink Corporation) develops, integrates and markets security software solutions for businesses worldwide. Following three strategic acquisitions, Lumension embarked on a campaign to rebrand itself, expand awareness of its security technology offerings, and establish itself as a thought leader. Recognizing an opportunity to differentiate itself from the competition, Lumension made an ebook the centerpiece of its campaign.

Lumension faced competition from major players, including McAfee. In spite of its 5,100 customers worldwide, the company found that many prospects pigeonholed it in the patch management category. To elevate brand awareness and shift perceptions, the company decided to pursue a thought leadership position in the security space. With that in mind, it set about to produce insightful content and syndicate it to influential bloggers, journalists, and prospects.

Read the complete case study to learn how the firm used an ebook to position itself as a thought leader and stand out from the crowd.

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