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As cyber threats continue to evolve, it’s imperative for organizations to refine their strategies to address both present and future challenges. The traditional concept of attack surface is no longer sufficient, and modern cybersecurity requires a more evolved mindset. Exposure management has emerged as a strategic framework, offering a comprehensive approach to risk mitigation that goes beyond conventional vulnerability management tactics. Reflecting ongoing efforts to detect and mitigate emerging risks, Ivanti released the “State of Cybersecurity Report: Paradigm Shift,” on March 18, 2025,” which surveyed over 2,400 executive leaders and cybersecurity professionals to understand today’s most pressing cybersecurity threats and deliver practical guidance for cybersecurity leaders navigating evolving risks.

Ivanti leveraged various mediums to distribute its research report, ensuring broad accessibility and engagement. The launch was announced via a press release, with the report available online and as a digital e-book. A crucial element of Ivanti's campaign was securing executive buy-in, which played a pivotal role in driving global dialogue. By engaging key executives and collaborating to extend Ivanti’s voice, the team amplified the report's reach and impact. The State of Cybersecurity report featured quotes and insights from executives, providing actionable takeaways. The combined efforts of Ivanti's team and leadership ensured the report's insights were widely disseminated, sparking meaningful conversations and engagement on a global scale.

Ivanti also released a webinar titled “Transforming Cybersecurity with Exposure Management” to explore the report's insights in a dynamic video format, featuring discussions with an industry influencer and Ivanti’s Chief Product Officer, Karl Tribes. The webinar was broadcasted on LinkedIn and YouTube, increasing visibility and enabling real-time interaction. Additionally, Ivanti partnered with the industry influencer to promote the report’s findings which were featured through social posts and a podcast interview.

The campaign achieved remarkable results, earning coverage in 27 top-tier and trade publications, including Inc., DIGIT and VentureBeat, resulting 13.9M in potential reach. The podcast episode garnered 27K views and 5,000 likes, while the influencer's post promoting the report received nearly 1,200 engagements. The LinkedIn Live session attracted 185 live viewers, generating 83 likes, 39 comments, and 11 reposts. This resulted in a 20% boost in Ivanti's quarterly engagement rate, showcasing the campaign's effectiveness in enhancing audience interaction and fostering meaningful dialogue.

Overall, Ivanti's campaign for the State of Cybersecurity report was a resounding success, driven by executive buy-in and strategic collaboration. The results exemplify its effectiveness in driving global dialogue and solidifying Ivanti's position as a thought leader in the IT and security industry.