Cyber security PR case study
Building brand visibility for NormCyber
B2B technology markets are increasingly crowded, which can make it challenging for brands to boost their visibility. Nowhere is this challenge more acute than in the cyber security sector, where there are even more brands vying for attention, and where trust and reputation play a critical role in buying decisions.
That’s exactly the challenge NormCyber faced when it appointed Eleven Hundred Agency in 2021.
Norm had already established a strong reputation among customers through its cyber resilience services. However, like many rapidly growing tech businesses, it wanted to increase market awareness, strengthen its position against competitors and build greater recognition among prospects, partners and industry influencers.
An ambitious brief from the outset
Norm wanted to establish a stronger voice within an already saturated managed security services market. Success would be measured not only through media coverage, but through clear KPIs and by benchmarking Norm’s media profile against its competitors.
Eleven Hundred developed a comprehensive PR programme spanning media relations, thought leadership, press releases, event support and awards activity. Alongside this, the team implemented monthly ‘share of voice’ analysis to measure progress against competitors and ensure every activity contributed to agreed business objectives.
Early results exceeded expectations
At the beginning of the programme, Norm set a target of securing 25 percent share of voice against its competitors within six months. Given the scale of competition and the company’s limited PR footprint at the time, this represented a significant challenge.
The campaign ultimately delivered 36 percent share of voice, surpassing the original objective and establishing Norm as a recognised voice across cyber security, operational resilience and risk management discussions.
A PR programme delivering more than coverage
As the client-agency relationship continued to develop, Eleven Hundred helped create a steady stream of market-facing content designed to demonstrate expertise and reinforce credibility. Press releases highlighted new hires, certifications, partnerships, business growth and technology developments, while a thought leadership programme positioned senior spokespeople across national, trade and industry media.
The campaign helped open doors to hard-to-secure editorial opportunities, ensuring Norm became a regular contributor to conversations surrounding ransomware, data breaches, cyber resilience and evolving regulation.
One of the most successful elements of the programme was customer advocacy
Customer case studies are often difficult to secure in technology markets and particularly challenging in cyber security, where sensitive operational issues can limit participation. Yet Norm’s customer satisfaction ratings created a significant opportunity.
Working directly with customers, Eleven Hundred developed a structured advocacy programme that transformed customer success into powerful marketing and PR assets.
Between November 2023 and May 2026 alone, the team delivered 27 separate customer case study projects. These stories provided independent validation, strengthened sales conversations, supported award submissions and created compelling content that demonstrated the real-world business value of cyber resilience.
The programme also helped establish Norm as an award-winning cyber security provider
Over the past four years, Eleven Hundred has secured eight industry award wins and 27 shortlistings across categories including cyber security, customer service, innovation and incident response. The company collected accolades from respected industry bodies while also generating a continuous stream of third-party validation that reinforced market credibility.
These achievements were built on strong business results, satisfied customers, technical innovation and clear storytelling that translated complex cyber security outcomes into compelling stories.
Five years on, the Eleven Hundred team continues to support Norm’s growth through media relations, thought leadership, customer advocacy, website content and awards activity.
Download the full case study from here.