Building one cybersecurity portfolio story to drive brand and demand

Client

Overview

A broader cybersecurity portfolio creates greater commercial opportunity. But only if customers understand how its capabilities work together.

OpenText had an established portfolio spanning application security, identity management, data protection and security operations. Products including Fortify, NetIQ, Voltage and ArcSight addressed distinct customer challenges. The opportunity was to connect these strengths into a compelling portfolio proposition.

The objective was to position OpenText as a broader cybersecurity partner, increasing its relevance to security decision-makers, encouraging cross-portfolio consideration and creating opportunities for larger, more strategic deals.

The Rubicon Agency led the campaign strategy and creative development, collaborating with OpenText and its delivery partners on an integrated brand and demand programme.

Planned over 18 months, the programme combined a unifying campaign narrative with successive phases of product and capability-focused activity.

What we delivered

Through stakeholder workshops, content audits, market research and audience profiling, we developed a campaign strategy that connected the portfolio without diluting individual product strengths.

The challenge was to build recognition for OpenText as a comprehensive cybersecurity partner while preserving the specialist relevance of Fortify, NetIQ, Voltage and ArcSight.

We created an overarching brand and demand framework accommodating different product propositions, customer challenges and buying triggers.

The Rubicon Agency led proposition development, messaging and campaign creative, collaborating with OpenText and its delivery partners to execute activity across channels and audiences.

The programme included:

• Brand and campaign creative: A unifying creative approach connecting portfolio and individual capability propositions.
• Persona and proposition landing pages: Targeted digital experiences addressing specific cybersecurity audiences and customer needs.
• LinkedIn paid advertising: Campaigns communicating portfolio benefits and individual solution relevance.
• Paid display advertising: Creative designed to extend reach and build recognition.
• Organic social and employee advocacy: Content supporting corporate channels and employee networks.
• Content-led demand generation: Thought leadership and specialist insights adapted into campaign assets, including gated content.
• Phased campaign development: Successive creative executions maintaining continuity while spotlighting different capabilities.

The result was a coordinated programme connecting brand awareness, product understanding and demand generation.

What did the campaign achieve?

The 18-month programme established a consistent campaign platform for presenting OpenText’s enterprise cybersecurity capabilities as a connected portfolio.

It strengthened the basis for building recognition beyond individual product categories while retaining the specialist messaging needed to engage distinct cybersecurity audiences.

Through integrated advertising, thought leadership, employee advocacy and targeted landing pages, the programme supported both wider brand visibility and product-specific demand.

Crucially, it shifted the marketing emphasis from individual technologies towards their collective value. A stronger proposition for cybersecurity teams addressing interconnected challenges, and a more compelling foundation for OpenText to pursue broader customer relationships and larger commercial opportunities.