Getting into a Gartner category is hard. Creating one and then owning it? That’s next level.
In 2021, Aqua Security hit unicorn status. Billion-dollar valuation, hypergrowth trajectory, IPO ambitions. They had the right product, the right team and the kind of technical expertise most companies only dream of.
What didn’t they have? A media and content program built to scale with their ambition.
Opportunity was knocking. Loudly. We didn’t just help Aqua get noticed. We helped them define the next generation of cloud security and led them straight to the top of Gartner’s brand-new CNAPP category — that we helped create!
The Opportunity: A Market Waiting to be Claimed
Gartner had just coined the term cloud-native application protection platform (CNAPP), and Aqua was perfectly positioned. They weren’t just a CNAPP company — they were the CNAPP company.
The challenge was that no one knew it yet.
Aqua had world-class research from their in-house team, Nautilus. They had seasoned experts. But they didn’t have the visibility to match. This wasn’t about getting a few more headlines. It was about taking control of a conversation that was just beginning.
So that’s exactly what we set out to do.
The Game Plan: Dominate Early, Stay Loud
We didn’t wait for the market to find Aqua. Our strategy was to build a platform so the market couldn’t ignore them. Here’s how we did it.
- We lit up the research engine. Aqua’s Nautilus team had gold, like original findings, real threats and the kind of insight reporters crave. We shaped it, packaged it, and launched it with precision.
- We picked the right messengers and built a deep bench of media-ready spokespeople who were technical and credible. But the component that made the whole thing hum? They were accessible! Journalists didn’t have to chase down quotes — we delivered them.
- We picked the right fights. Every big cloud security story? Aqua had a voice in it. We turned technical commentary into headlines and rapid response into relationship-building.
- We created a moment. One research campaign broke every internal media relations benchmark. It drove 175 media hits—one-third with backlinks—and directly influenced 40 new deals. That’s not PR for PR’s sake. That’s legitimate pipeline impact.
Why it Worked
We were early to the party, but we didn’t come empty-handed. Aqua’s combination of research, insight and strong opinions put us in position to swing the spotlight their way. When you combine those three components with a rock-solid PR strategy, you’ll be impossible to ignore. Gartner certainly noticed. So did the press.
Building that foundation allows you to capitalize on breakout moments. The research wasn’t a one-off. It was part of a broader plan to make Aqua the first name in a brand-new market.
From there, we had the goods to claim authentic leadership. As a result, Aqua ended up with #1 share of voice in CNAPP — 34% of global coverage. That’s what owning a category looks like. As a result, we ensured that PR supported revenue. Those media hits fed directly into deal-flow because we knew the stories buyers cared about and delivered them with accuracy and precision.
The Big Takeaway
Categories aren’t handed out. And they certainly can’t be bought. They’re earned authentically with the right message, timing and team behind you.
Whether you're breaking into a new space or trying to redefine your own, we’re here for the heavy lift. Because in a world of copycats and noise, real category creators need more than coverage. They need a moment.
And we know how to build one.
Want to make the most of your market position? Let’s chat.
