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AirWars Competitive Landscape

Positioning/Messaging/Brand
CEB PR Positioning

Posi%oning( Market(/(Company( PR(Coverage( Social(Media(


Level(Message(
(Analyst)Peer-Firm-)- Provides-more-than-16,000- Coverage-includes-reports,- Facebook--6144-
- senior-leaders-from-more- bylines,-quotes-from-execuBves- LinkedIn--53,000+--
The-worlds-leading-member< than-10,000-organizaBons-- in-top-Ber-publicaBons;- Twiber--5,000+-
based(advisory(company- across-110-companies-with- typically-not-IT-related.- Google+--398-followers--
- insight-and-ac%onable( - YouTube--Great-YouTube-
- solu%ons.( PublicaBons-include:- presence.-Professional)looking-
- On<request(advice,- CIO-Insight-- videos-uploaded-monthly-
feedback,-and-perspecBve- Forbes- (several-a-month)-
comes-from-peer(interac%on- ZDNet-- SlideShare--72-followers,-
with-more-than-15,000- CIO-UK- uploads-weekly--
leading-execuBves-as-well-as- InformaBonweek- Blogs--A-handful-posted-
from-online(peer(discussion( Financial-Times- weekly-
groups.-- CIO-
Advisory(support(from- The-Wall-Street-Journal-
experts-in-more-than-220- -
disciplines-and-research- Media-Hits-
studies-published-annually- CIOs-AnBcipate-Bigger-Budgets-
to-help-business-leaders- in-2015-
evaluate-new-issues-and- CIO-Insight-/-12.1.14-
challenges.- -
Harnessing-Business)Led-IT-
Forbes-/-11.18.14-
-

2 2013 Wisegate, Inc. -- CONFIDENTIAL


CEB PR Positioning

PR(Frequency((last(3( Publica%ons(/(Writers( Social(Media(Topics( Inuencers(


months)(
6-arBcles-published-in-the-past- CIO-Insight-/-Dennis-McCaerty- Earnings-reports- Relevant-publicaBons-
3-months-with-an-informaBon- FCW-/-Kris-van-Riper- ArBcles-for-c)suite-members- (WSJ,-reporters,-etc.)-
technology-focus.-- Forbes-/-Peter-High- (mostly-CIOs,-HR,-etc.)- RTs-any-menBon-of-
- ZDNet-/-Steve-Ranger- Studies- @CEB_News-
- CIO-UK-/-Dean-Gurden- CEB-related-events-for-
professionals-and-students-
(I.e.-Case-compeBBons)--
B2B-news-
Millennials-

CEB-uses-Slideshare-frequently-
-this-may-be-something-
Wisegate-adds-to-the-social-
lineup.-

3 2013 Wisegate, Inc. -- CONFIDENTIAL


CEB Branding

Corporate.-ExecuBve.-Enterprise.-

4 2013 Wisegate, Inc. -- CONFIDENTIAL


CEB Opportunities and Next Steps

Need-to-more-aggressively-build-our-You-Tube-and-Slide-Share-
channels:-
YouTube--more-customer-interviews;-Research-Minute-interview-with-
Elden-that-covers-our-latest-live-member-research--
Short-slide-shows-on-our-Roundtable-Recaps-
Messaging--highlight-that-we-serve-a-totally-underserved--market--
senior-level-IT-pracBBoners;-highlight-our-product-innovaBon;-highlight-
cost-versus-value;-redene-bigger-story-around-crowd)source-private-IT-
advisory-services-(more-than-peer);highlight-quality-versus-quanBty-
messaging;-love-the-on-request-advice-messaging--may-be-a-good-
way-to-describe-concierge-services-(along-with-the-other-stu)-
Make-sure-we-customize-our-pitches-to-media-covering-CEB-with-our-
dierenBaBon-and-key-compeBBve-messaging-
Brand:--Looks-stogy,-expensive,-staBc-

5 2014 Wisegate, Inc. -- CONFIDENTIAL


InfoTech PR Positioning

Posi%oning( Market(/(Company( PR(Coverage( Social(Media(


Level(Message(
(Analyst)Peer-Firm-)- Since-1997,-we-have-been- Coverage-includes-technology- Facebook--1,495--
- helping-CIOs-and-their-teams- trends-and-quotes-from- LinkedIn--3,500--
The-global-leader-in- evolve-from-re-ghters-to- consulBng-analysts.-- Twiber--2,166-
providing-tacBcal,-prac%cal( innova%on(champions.(( ! YouTube--dated-videos-
Informa%on(Technology( Info)Tech's-mission-is-to-help- Media-hits:- uploaded-2+-years-ago-
research(and(analysis( IT(leaders(and(their(teams:( AuthenBcaBon-Times-Two-
- SystemaBcally-improve-their- Computer-Power-User-/-12.1.14-
InformaBon-technology- core-processes-and- --
research-and-advisory- governance-AND-successfully- Is-Choose-Your-Own-Device-The-
company- implement-criBcal- Next-Wave-of-BYOD?-
- technology-projects.- Processor-/-11.28.14-
- Join-30,000-IT-professionals- --
worldwide-who-are-making- Mobile-Web-App-Pros-&-Cons--
this-transiBon-using-the- CyberTrend-/-11.1.14--
collec%ve(strength(of(their(
peers(and-the-insight-of-Info)
Tech-Research-Group.-
IT(Leaders(

6 2013 Wisegate, Inc. -- CONFIDENTIAL


InfoTech PR Positioning

PR(Frequency((last(3( Publica%ons(/(Writers( Social(Media(Topics( Inuencers(


months)(
9-arBcles-published-in-the-past- Processor- MulBmedia-posts-(I.e.- Interacts-mainly-with-
3-months.- CyberTrend- Infographics,-videos)- employees-and-reporter;-lately,-
- EdTech-/-Leon-Erlanger-- RTs-of-arBcles-that-menBon- they-have-been-tweeBng-at-
- @InfoTechRG- @GoodLifeFitness-employees-
Note:-Most-recent-coverage- Photos/tweets-from-events-
has-been-print-and-bylines.- Info)Tech-abends-

7 2013 Wisegate, Inc. -- CONFIDENTIAL


InfoTech Branding

Modern.-Tech-rockstar.-

8 2013 Wisegate, Inc. -- CONFIDENTIAL


InfoTech Opportunities and Next Steps

Messaging:--Highlight-quality-versus-quanBty-
messaging;-highlight-our-product-innovaBon-
They-do-very-lible-from-a-press-perspecBve-and-
social-media-perspecBve;-conBnue-to-aggressively-
leverage-these-channels-with-our-air-wars-
messaging-
Brand:--More-contemporary-branding;-lots-
happening-on-the-home-page;-WG-needs-to-show-
more-tangible-examples-of-our-value-through-new-
Knowledge-Hub-and-home-page-redesign-

9 2014 Wisegate, Inc. -- CONFIDENTIAL


IANS PR Positioning

Posi%oning( Market(/(Company( PR(Coverage( Social(Media(


Level(Message(
(Analyst)Peer-Firm-)- IANS-experience)driven- Coverage-includes-research- LinkedIn--693-
- advice-helps(IT(security,(risk( survey-results.- Twiber--1,363-
IANS-is-the-leading-provider-of- management,(and( - Blog--Weekly-blog-posts-
in)depth-security-insights- compliance(execu%ves-make- Media-hits:- (someBmes-2x/week)-that-
delivered-through-its-research,- beber,-faster-technical-and- IT-Security-Stories-to-Watch:- cover-industry-insights-/-trend-
community,-and-consul%ng( managerial-decisions.- Cybercriminals-Aback-the- alerts.-
oerings.-- Ac%onable(Security(Insights( White-House--
for-large-enterprises-and- MSPmentor-/-11.3.14-
small-security-teams.-- --
Connect-and-learn-from- IANS-Research-Shows-Need-for-
industry-thought-leaders-and- Advanced-Threat-Defense-
peers-through-events,- ThreatGeek-/-6.25.12--
personal(inquiries,-wriben-
research,-and-more.-
Includes-vendors-and-junior-
level-informaBon-security-
professionals.--

10 2013 Wisegate, Inc. -- CONFIDENTIAL


IANS PR Positioning

PR(Frequency((last(3( Publica%ons(/(Writers( Social(Media(Topics( Inuencers(


months)(
4-arBcles-published-in-the-past- Wired-InnovaBon-Insights-/- PromoBon-of-internal-blog- Acknowledges-media-outlets-
3-months.- Jonathan-Cogley- posts- that-theyre-interested-in-(WSJ,-
- Tech-Target-/-Marcus-Ranum- Relevant-arBcles-from-major- NY-Times,-Tech-Target,-etc.)-
SC-Magazine-/-Marcos-Coln- publicaBons- and-sponsors-of-events-
MSPmento-/-Dan-Kobialkar- Webinar-promoBons-
-
Note:-Most-recent-coverage-
has-been-print-and-bylines.-

11 2013 Wisegate, Inc. -- CONFIDENTIAL


IANS Branding

Dated.-

12 2013 Wisegate, Inc. -- CONFIDENTIAL


IANS Opportunities and Next Steps

Messaging:--We-should-have-no-problem-
compeBng-with-these-guys-
ConBnue-with-our-PR/Social-media-strategies-
and-execuBon-
Brand:--Stogy,-dated-

13 2014 Wisegate, Inc. -- CONFIDENTIAL


Evanta PR Positioning

Posi%oning( Market(/(Company( PR(Coverage( Social(Media(


Level(Message(
(Events-Company)- We(make(leaders(bePer.- All-press--predominantly-press- Evanta-does-not-use-social-
- Together-we-achieve- releases--is-around-their- media-to-its-full-extent,-
Evanta-fosters-leadership( more.-- events.-MenBon-in-Forbes-in-a- considering-their-event-reach.-
development(and(collabora%ve( Exclusive-inner-circle-of- byline-piece-from-Vic-Bhagat,- Event-abendees-use-Evanta-
exchange(among-North- leadership- who-presented-at-Evantas-CIO- hashtags-when-they-are-live-
Americas-top(execu%ves.-- Peer(discussion(and- ExecuBve-Summit.- tweeBng-from-events.-They-do-
presentaBons-from-top- - not-post-regularly-on-LinkedIn.-
leaders-during-events.- Media-hits:- --
Organize-face<to<face( Our-Role-as-a-Chief-InnovaBon- Twiber--388--
gatherings(and(leadership( Ocer-- LinkedIn--1,000-
conferences-for- Forbes-/-5.29.14- -
professional-development.--

14 2013 Wisegate, Inc. -- CONFIDENTIAL


Evanta PR Positioning

PR(Frequency((last(3( Publica%ons(/(Writers( Social(Media(Topics( Inuencers(


months)(
1-arBcles-published-in-the-past- N/A- PromoBon-of-Evanta-events-by- Retweets-people-who-are-
3-months.- - retweeBng-event-abendee- abending-their-events-
- content;-Evanta-has-not-posted-
Note:-The-news-highlighted-in- since-June-2014-
the-past-three-months-are-
press-releases-sent-out-to-mass-
media-about-upcoming-
summits/events-hosted-or-
sponsored-by-Evanta.-The-
arBcle-noted-is-a-byline-from-a-
speaker-at-an-Evanta-event.-
-

15 2013 Wisegate, Inc. -- CONFIDENTIAL


Evanta Branding

Corporate.-Enterprise.-MoBvaBonal.-

16 2013 Wisegate, Inc. -- CONFIDENTIAL


Evanta Opportunities and Next Steps

Press-coverage-and-releases-driven-by-their-
events;-conBnue-with-our-PR/social-media-plans-
Messaging:--Highlight-we-are-innovaBng-the-
events-industry-with-our-approach;-highlight-our-
product-innovaBon;-highlight-more-the-market-
we-serve;-need-to-make-sure-we-conBnue-to-
build-our-member-tesBmonials;-need-more-
brand-tesBmonials-
Brand:--They-do-a-good-job-highlighBng-brand-
customers-and-quotes-
17 2014 Wisegate, Inc. -- CONFIDENTIAL
Peerlyst PR Positioning

Posi%oning( Market(/(Company( PR(Coverage( Social(Media(


Level(Message(
(Community)based-product- Network(of-security( Funding-news,-service-reviews.-- Twiber--1,128-
review)- professionals,-including- - LinkedIn--140--
- some-of-the-top-CISOs-in-the- Media-hits:- Google+-)-1--
Peerlyst-is-a-social(media( business.-- Spiceworks-and-Peerlyst- -
plaQorm-designed-to-give- Out-vision-is-a-future-where- communiBes-mix-IT-security-
enterprise(technology(decision( informa%on(is(more( advice-with-social-media-
makers-the-unbiased- transparent(and-security- TechRepublic-/-11.1.14-
informaBon-they-need-to-buy,- projects-become-simpler-and- --
and-make-the-best-use-of,-IT( faster.- Peerlyst-raises-$3M-to-build-out-
solu%ons.(( Our-goal-is-to-make-our- social-net-and-applicaBon-for-IT-
members-jobs-easier-by- pros-
giving-them-a-place-to(nd( Gigaom-/-7.22.14-
and(compare(security(
solu%ons--and(learn(from(
their(peers(real<world(
experiences.((

18 2013 Wisegate, Inc. -- CONFIDENTIAL


Peerlyst PR Positioning

PR(Frequency((last(3( Publica%ons(/(Writers( Social(Media(Topics( Inuencers(


months)(
1-arBcles-published-in-the-past- TechRepublic-/-Frank-Ohlhorst-- ArBcles-about-security- Users-from-the-Peerlyst-
3-months.- GigaOM-/-Barb-Darrow- PromoBon-of-free-training- community-
GovIT-/-Xenia-Von-Wedel- events-
- Internal-blogs,-discussion-
from-the-Peerlyst-
community-

19 2013 Wisegate, Inc. -- CONFIDENTIAL


Peerlyst Branding

Modern.-Techy.-

20 2013 Wisegate, Inc. -- CONFIDENTIAL


Peerlyst Opportunities and Next Steps

Get-enewsleber-launched--showing-top-search-
trends-and-key-discussions-from-our-community-
Messaging:--Make-crowd)sourced-story-bigger-
than-product-reviews;-highlight-product-
innovaBon,-vendor)free;-vision-
Not-very-acBve-from-a-PR/social-media-
perspecBve-
Brand:--Looks-innovaBve--product-reviews-only-

21 2014 Wisegate, Inc. -- CONFIDENTIAL


Trust Radius PR Positioning

Posi%oning( Market(/(Company( PR(Coverage( Social(Media(


Level(Message(
(Community)based-product- The-leading-site-for-business- Reports- Facebook-)-107-
review)- soxware-users-to-share(real< - Twiber--934-
- world(insights-through-in) Media-hits:- LinkedIn--348-
Business-Soxware-Reviews- depth-reviews-and- Enterprise-social-media- Company-blog--publishes-once-
from-Analysts(Real(Users( networking.- management-tools-are-leaving- a-month-
( Every-reviewer-is- the-markeBng-nest,-according- -
Soxware-Insights-from-Real- authen%cated-and-every- to-TrustRadius-
Users- review-vePed-before- VentureBeat-/-1.28.15-
publishing.- -
Mission:-bring-transparency( TrustRadiusAims-to-be-the-Yelp-
to-the-world-of-enterprise- of-Business-Soxware-
technology-by-helping- Silicon-Hills--/-1.23.14-
technology-users-learn(from(
their(peers,-implement-them-
more-eecBvely-and-share(
best(prac%ces.((

22 2013 Wisegate, Inc. -- CONFIDENTIAL


Trust Radius PR Positioning

PR(Frequency((last(3( Publica%ons(/(Writers( Social(Media(Topics( Inuencers(


months)(
2-arBcles-published-in-the-past- VentureBeat/Stweart-Rogers- Free-guide- Engages-with-a-lot-of-customers-
3-months.- MarkeBng-Land/Paul-Roetzer- Latest-reports- and-social-media-experts.-
Hiring-posts-

23 2013 Wisegate, Inc. -- CONFIDENTIAL


Trust Radius Branding

Clever.-Modern.-

24 2013 Wisegate, Inc. -- CONFIDENTIAL


Trust Radius Opportunities and Next Steps

Same-as-Peerlyst-
Brand:--Very-clever-branding;-uplevel-our-brand-

25 2014 Wisegate, Inc. -- CONFIDENTIAL


Air Wars Story & Messaging Strategy

More-of-the-Whats-Working-&-New-Way-of-
BuckeBng-
Market/Vision Product Customer/
Company Story
Story Innovation Story Member
Key Messages Key Messages Key Messages Who
Sound Bytes Analogy Proof Supports
Proof Proof Channels & Above
Channels & Channels & Frequency Channels &
Frequency Frequency Frequency

26 2015 Wisegate, Inc. -- CONFIDENTIAL