Rani Lofstrom

Generative AI has been the hot technology buzzword of 2024 and the number of new genAI products brought to market in recent months are too many to count. Standing out in a noisy crowd like this takes a comprehensive and thoughtful product marketing strategy that must include special elements to make the industry take notice.

General availability for Copilot for Security was announced in March at Microsoft Secure. The keynote leveraged CGI graphics to make announcements and research… Show more

Generative AI has been the hot technology buzzword of 2024 and the number of new genAI products brought to market in recent months are too many to count. Standing out in a noisy crowd like this takes a comprehensive and thoughtful product marketing strategy that must include special elements to make the industry take notice.

General availability for Copilot for Security was announced in March at Microsoft Secure. The keynote leveraged CGI graphics to make announcements and research study results more engaging. Preceding this event, the team held two in-person events for media and analysts to educate them about the new solution, share results from our productivity study and talk to real users, both customer and partner. This prep work garnered 214 pieces of media coverage and positive analyst sentiment, such as this quote from Forrester: “For security teams already leaning on Microsoft Sentinel, Defender, Entra, Priva, Intune, and Purview, this is a no-brainer add-on that will help their teams become more productive.” This broadscale coverage resulted in a record-high uptick in Microsoft’s stock price.

In order to extend the launch moment, we built a thought leadership campaign with Levar Burton and an interactive installation at RSA Conference to make the difficult concept of AI-powered security easier to understand by turning it into a futuristic science fiction mission, given to you by Levar Burton. The installation was recognized as a top 5 exhibition at the 40,000-person event "The members of our editorial team would never classify themselves as cybersecurity experts, but the savvy use of pop culture references and gamified explanation helped us understand Microsoft's offerings at warp speed."

Numerous other content pieces, comms and other material were developed through broad team collaboration, but we are limited in word count. Show less

In less than 2 months, we rebranded our company as DefenseStorm (formerly Praesidio, Inc.) Our goal was to minimize impact to the business and our lead generation/ branding efforts, while also ensuring that our new brand was positioned for to stand out in the vastly competitive cybersecurity industry by showing our personality and thought leadership.

Work included:
Project plan creation and daily tracking in war room
Name selection: Creative brainstorming, Trademark search, URL… Show more

In less than 2 months, we rebranded our company as DefenseStorm (formerly Praesidio, Inc.) Our goal was to minimize impact to the business and our lead generation/ branding efforts, while also ensuring that our new brand was positioned for to stand out in the vastly competitive cybersecurity industry by showing our personality and thought leadership.

Work included:
Project plan creation and daily tracking in war room
Name selection: Creative brainstorming, Trademark search, URL selection
Refresh for all existing marketing content and sales collateral
Updated all web content, designed technical architecture to ensure zero downtime and minimize SEO impact.
Established new social media accounts with ongoing campaign to get existing subscribers to follow
New branding materials: positioning framework, brand guidelines, logos/icons/ templates
New marketing content for new product introduction and market expansion
Segmented notifications to investors, customers, prospects, blog subscribers, etc.
Internal launch training
System migrations
Press outreach: Exclusive with Geekwire, press release published by 204 media outlets with 233,210 headline impressions
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The goal of this project was to create a microsite that offers Volkswagen dealers information about their website program, as well as highlighting new features / products that are available to them.

The Cobalt Talent campaign focused on four Cobalt employees from around the company and featured what they did at work and outside of work, and how those things tied together. The linked video was one of four videos created for the campaign, which also included outdoor and print publication advertising and social media exposure.