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Cybertrust

Company: Cybertrust, Herndon, Virginia
Company Description: Cybertrust is the global information security specialist, delivering services that secure critical data, protect identities and help customers demonstrate ongoing compliance. The company is one of the world’s largest providers of information security and is recognized as the global market leader in managed security services. Headquartered in Herndon, Virginia, USA.
Nomination Category: Organization Awards Categories
Nomination Sub Category: Best Marketing Organization

Nomination Title: Cybertrust Marketing Department

   1. Tell the story about what this nominated organization/department achieved in the past year (up to 500 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms. Be sure to mention obstacles overcome, innovations or discoveries made, and outcomes:

On January 2005, Cybertrust had been in existence for little more than a month and a half. The company was formed through a merger between TruSecure and Betrusted, a majority owner of the Belgium-based company, Ubizen. As with all acquisitions, Cybertrust was faced with a series of newfound strengths and challenges.

The company had no centralized operations. While the three merger companies were of roughly equal size (approximately $50 million), Betrusted and TruSecure were each formed by multiple acquisitions, leaving the remnants of 18 different companies within Cybertrust.

More significantly, however, was the combined organization had no marketing function and no marketing materials beyond a one-page web site that pushed visitors to the pre-merger organizations.  On January 9th, Jim Ivers, senior vice president of Marketing, took on the task of creating a brand, marketing Cybertrust, building a marketing organization and outfitting the organization with marketing materials in the interim. Under his leadership, the marketing organization, that grew to only 11 professionals, achieved results that defined a new space for Cybertrust in the information security industry.

Specifically:

• Within the first 45 days, marketing deployed a new corporate web site, a company brochure, 20 white papers/case studies, started the branding research and sponsored critical industry trade shows.

• By 125 days into the year, the marketing team conducted qualitative and quantitative research with employees, customers, prospects, and analysts and media representatives to determine strengths, weakness and differentiators.

• At the six month point, marketing guided and crafted the vision, mission, strategy and messaging for the organization, which positioned the company as a Global Information Security Specialist.  It also defined, developed and launched:-A corporate intranet site.-60 pieces of company literature (in the interim brand).-Customer communication program and web site, branded as The Braintrust.-Increased web traffic and page views by 100%.-Held 24 media briefings and received 141 mentions in the press.

• By nine months, the department held a U.S. press tour, launched an expanded version of the web site, finalized the company offerings and positioning, and supported a corporate partnership in Japan and the sale of an offering.

• Year end: The new branding was launched, (new logo, look and feel, positioning, and  messaging) internally and externally. The radical shift reflected the company’s expanded offerings, global reach, and shift from a technology sell to a services sell. The new brand was incorporated into every possible communication vehicle and tool globally – including stationery; business cards; brochures; datasheets; a new web site, user interfaces; the intranet; and the customer communications site. A comprehensive package was delivered to all employees (January 9) before the message was released externally. The customers were also reintroduced to the new company (delivered in February 2006). The brand was universally accepted by the board, the employees, customers and the analysts and media. Nearly 80% of employee base engaged in the launch. In addition web traffic increased 20% increase; with a 72% increase in downloads.

   2. List hyperlinks to any online news stories, press releases, or other documents that support the claims made in the section above. IMPORTANT: Begin each link with http://, and enclose each link in square brackets; for example, [http://www.youraddress.com]:

http://www.cybertrust.com   
New message, brand, resources

http://www.cybertrust.com/media/brochures/cybertrust
_br_corporate_lr.pdf
   
Company Brochure

http://www.cybertrust.com/industries/financial_services/  
Financial services resources

http://teamcybertrust.hzdesign.com/flash/teamcybertrust.html  
Internal “microsite” to launch the brand

   3. Provide a brief (up to 100 words) biography about the leader(s) of the nominated organization/department:

Jim Ivers, SVP - Marketing

Jim Ivers is the senior vice president of marketing for Cybertrust. Mr. Ivers is responsible for directing and enhancing Cybertrust's brand and market position, as well as for driving all marketing and communications activities worldwide. Mr. Ivers has more than 20 years of experience in the IT industry.

Prior to Cybertrust, Mr. Ivers served as the vice president of corporate marketing and vice president of product marketing at webMethods. Mr. Ivers holds a B.S. in Computer Science from the University of Central Florida.