Strategic Marketing Assessment:

Case 1:

Company Overview:

Security at First Sight

Security at First Sight Technologies is the leader in device visibility and control. Our unified security
platform enables enterprises and government agencies to gain complete situational awareness of
their extended enterprise environments and orchestrate actions to reduce cyber and operational
risk. Security at First Sight products deploy quickly with agentless, real-time discovery and
classification of every IP-connected device, as well as continuous posture assessment.

Why Security at First Sight

- Reduce the Risk of Business Disruption from Security Incidents or Breaches

- Continuously monitor your extended enterprise to prevent, detect and remediate
noncompliant devices that threaten security and increase costs.
- Ensure and Demonstrate Security

Compliance

- Continuously assess your security environment to ensure tools meet your organization’s
compliance objectives.
- Increase Security Operations

Productivity

- Integrate existing security and IT management tools and automate processes to drive
security operations efficiencies.

What we Solve

Yesterday’s security approaches required software agents, which are of little use if devices don’t
have them or they become disabled. The Security at First Sight platform deploys quickly and safely
across heterogeneous campus, data center, cloud and OT networks to address the following uses
cases—without requiring software agents:

Device Visibility

You can’t secure if you can’t see

Continuously discover, classify and assess every IP-connected device that touches the extended
enterprise network to unify security management.
Asset Management

- Accurately manage and secure connected things

- Automate inventorying and maintain accurate asset details across IT and OT networks.

Device Compliance

- Evaluate and reach compliance with confidence

- Continuously assess devices, monitor them and enforce security policies to reduce
compliance risk.

Network Access Control

- Control access simply and easily

- Apply unified NAC policies across heterogeneous campus, data center, cloud and OT
environments—with or without 802.1X.

Network Segmentation

- Confidently segment your network

- Simplify segmentation planning and automate ACL/VLAN assignment to reduce your attack
surface.

Incident Response

- Respond and remediate quickly

- Automate threat detection, prioritization and containment to accelerate incident response
and mitigate risks.

Company info:

Company size: 1,001-5,000 employees

Company Type: Public Company

Specialties: IoT Security, IoT, Agentless Visibility, BYOD, Enterprise Security, Network Segmentation,
Endpoint Compliance, Orchestration, Cloud Security, Cybersecurity, and Network Access Control
(NAC)

Market Presence: Global

Marketing channels used:

- Email
- Tradeshow
- Roadshow
- Executive dinner
- Blogs
- Marketing collaterals
Assignment:

1. Create a Marketing plan of this company for this year?

KPI’s to consider:

a. Budget: Under $1.5 million

b. Insight of new Marketing approach will be appreciated
c. Digital Marketing footprint should increase
d. Social media presence should increase
2. Create a Marketing Calendar for this year?

Case 2:

Company Overview:

Analytics Consulting a nationwide consulting firm focused exclusively on business analytics.

Founded in 2001, Analytics Consulting has helped over 1000 clients in a wide range of industries
to achieve self-service analysis, agile reporting and timely data that result from well designed
business analytics. Our tool agnostic team of world-class business and technical experts is
uniquely qualified to help organizations bridge the gap between data and decision making,
between IT and business users. The systems we design and implement serve up reliable, business
friendly data across business units so organizations can quickly get strategic insights. Analytics
Consulting offers a robust suite of services from system architecture and roadmaps to BI tool
assessments and training on Cognos, Tableau, Microsoft and TM1.

Company Details:

Industry: Information Technology and Services

Company size: 51 - 200 employees

Type: Privately Held

Specialties: Business Intelligence Consulting, Enterprise Planning Consulting, Predictive Analytics

Consulting, Cognos and Tableau Training, Business Analytics Consulting, IBM Cognos, Tableau,
Microsoft BI, and Modern Data Warehousing/Data Prep

Market Presence: North America focused

Marketing channels used:

- Email
- Webinars
- Online trainings
- Tradeshow
- Roadshow
- Executive dinner
 - Blogs
- Marketing collaterals

Assignment:

1. Design a plan of action to rebrand the website?

2. Design a plan to determine influential parameters to decide on creation of new Marketing
collaterals?
3. Define a Marketing plan considering competitors in the Market?