Pentera
We led a high-impact social strategy based on cybersecurity social media marketing best practices. This strategy drove a 590% increase in website conversions and major engagement growth.
Boston, USA
The challenge
Cybersecurity social media marketing only works when the audience trusts the source more than they distrust the medium. For Pentera, that trust was already earned. The challenge was reach. They wanted to seize the exposure offered by the Super Bowl by airing a regional commercial during Super Bowl LIX, and build US-based market awareness of the Pentera brand.
With just six weeks from kickoff to completion, Inspired Marketing was brought in to lead the organic social media strategy and implementation, amplifying the campaign across LinkedIn and other key platforms. Our role was to mobilize employees, boost engagement, and drive visibility, while Pentera’s in-house team managed PR, paid campaigns, and other marketing efforts.
Working with Inspired Marketing on our commercial that aired during the Super Bowl definitely contributed to the campaign’s overwhelming success. They helped us to way exceed our planned benchmarks for this campaign with their creative thinking and organized approach. They increased the reach of the campaign’s message amongst executives, decision-makers, and the thousands of IT security professionals out there. Their strategic, hands-on approach made all the difference towards building this campaign’s ubiquity.
The game plan: Less talk, more action
With no time to waste, we hit the ground running. Our mission was to position Pentera as the go-to cybersecurity brand for security and IT professionals in mid-to-large enterprises across the U.S.
Goals by the end of February:
- 20% increase in market engagement
- 20% increase in impressions
- 10% increase in employee advocacy engagement
Our approach: agile, data-driven, and impact-focused
1. Fast-paced strategy & execution
Rather than spending weeks on research, we quickly built a high-impact content distribution strategy based on existing assets. Working closely with Pentera’s team, we developed a social media calendar, activated employee advocacy, and ensured seamless execution.
2. High-engagement social media content
Inspired Marketing created and distributed corporate social media posts, employee advocacy content, and eye-catching visuals. Every post was optimized for maximum engagement, ensuring consistency in branding and messaging.
3. Employee advocacy: Turning team members into influencers
We activated Pentera’s employees to amplify the campaign. By crafting tailored LinkedIn posts and supporting an internal “LinkedIn Frenzy,” we transformed their workforce into a powerful distribution engine.
4. Real-time engagement & optimization
We closely monitored social performance, tracking real-time metrics and adjusting strategies on the fly. Our data-driven methodology ensured continuous improvement throughout the campaign.
5. Post-campaign impact & remarketing
After the Super Bowl, we extended the campaign’s momentum by repackaging top-performing content to maintain engagement.
The final score: A huge win for Pentera
With Inspired Marketing leading the social media strategy, Pentera dominated the conversation, exceeding campaign goals and making cybersecurity a key topic during Super Bowl 2025.
Inspired Marketing didn’t just execute a campaign, we became an extension of Pentera’s marketing team. When you move fast, think smart, and work as real partners, results speak louder than words.
47% increase in impressions
159% increase in engagements, with an engagement rate 75% higher than previous campaigns
10% increase in employee advocacy posts
590% increase in website conversions from social media posts
Cybersecurity social media marketing that sounds like you
We build social presences that feel human, stay consistent, and actually get your team talking. If that’s the kind of feed you want, we should talk.
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