An industry veteran and a maverick marketing mind around, Khera has passionately helped mould Eventus’ stellar success that is rooted in a multifaceted strategy closely aligned with the company’s core objectives, leveraging a comprehensive marketing mix
Cybersecurity major Eventus has been delivering excellence in next generation cyber security services and customized solutions for enterprises by defining proof of value and measuring it continuously to achieve stellar customer success.
A leading global managed security services provider, Eventus is diversifying its portfolio to include dominant cybersecurity services including SOCaaS, Cyber Resilience, Threat Intelligence, and Incident Response. Leveraging in-depth industry knowledge and advanced technology stack, the company’s primary focus is to ensure customer success. Backed by a dedicated and highly skilled team of cybersecurity experts, Eventus operates 24/7 to cater to a rapidly expanding customer base spanning over 150 enterprises across diverse sectors.
“At Eventus, we are in the most exciting phase of our growth journey, marked by substantial investments in people, processes, and technology.”
Sanjay Khera, Head of Marketing at Eventus Security
Behind the company’s stellar growth is a robust marketing team with signature out-of-the-box thinking, led by its maverick Marketing Head Sanjay Khera. As Marketing Head at Eventus, Sanjay is at the forefront of driving the PR and marketing strategy towards establishing Eventus as a global leader in the managed security services domain.
A marketing maven, he has worked with some of the world’s leading global ICT brands, including WatchGuard, F-Secure, Sysdig, and AccuKnox. He has been instrumental in driving high growth in all key marketing directions – brand visibility, channel engagement, pipeline creation, and customer success, helping companies build their brand and business in India and APAC markets.
In an exclusive chat with SME Channels, Sanjay Khera, Head of Marketing at Eventus Security, lays bare the inner matrixes that helped build Eventus’ robust marketing engine; his seminal ideas on security marketing; his forecasts for the security market; the most daunting marketing challenges faced by Eventus and his magic formula to convert them into real market opportunities; and much more. Edited Excerpts…
How has Marketing contributed to Eventus’s impressive growth over these past years?
At Eventus, our marketing efforts have been pivotal in driving our impressive growth, consistently achieving over 100% y.o.y. revenue growth for the past three years and fuelling other significant expansions. This success is rooted in a multifaceted strategy that aligns closely with our company objectives and leverages a comprehensive marketing mix. We have strategically aligned our marketing initiatives with the company’s overall goals. This alignment has created a cohesive brand message that resonates with our target audience. The key direction that we’re following in Marketing is Brand enhancement, demand generation, and thought leadership creation.
Investing heavily in building a strong digital presence through SEO, social media, email marketing, and targeted online advertising has allowed us to reach a broader audience and maintain visibility in a competitive market. Our content marketing efforts have showcased our expertise and thought leadership in the cybersecurity field. By creating and disseminating valuable, relevant content, we have educated our audience and built credibility.
Engaging with customers across various channels has fostered strong relationships and built trust, with a focus on customer education and awareness helping to establish Eventus as a reliable partner in cybersecurity. Continuous market research has provided deep insights into evolving customer needs and industry trends, enabling us to tailor our services effectively and meet the changing demands of our clients. Innovative campaigns that highlight our unique value proposition and differentiate us from competitors have been instrumental in driving brand awareness and attracting new customers.
We have positioned Eventus as a thought leader in the industry by participating in key industry events, publishing blogs, expert commentaries, and engaging with industry leaders and veterans in the cybersecurity space, enhancing our reputation and expanding our reach. Through these comprehensive and strategic marketing efforts, we have not only driven substantial growth but also positioned Eventus as a leader in managed cybersecurity services, ensuring our continued success in an ever-evolving market.
The global recognition we have received, including being named among the Top 250 MSSPs for 2023 and winning prestigious awards like Top Infosec Innovator, Infosec Publisher’s Choice MSSP 2024, and Cybersecurity Excellence Awards in three key categories, is a testament to our marketing success and overall excellence. These accolades underscore our vision to be a trusted global leader in managed security services.
What are the key elements of your marketing strategy that have been instrumental in driving Eventus’s rapid expansion and growth?
Our marketing strategy is built on three key pillars: digital engagement, customer-centric content and strategic partnerships. We harness the power of digital platforms to reach a broader audience, leveraging SEO, social media, and targeted advertising to maximize our visibility. Creating valuable content that resonates with our audience has been crucial in establishing credibility and trust. This includes blogs, articles, expert commentaries, case studies, and engaging social media posts.
In addition, forming strategic partnerships and actively participating in industry events have significantly expanded our reach and strengthened our brand presence. For instance, our recent sponsorship of the 5-city CIO event allowed us to engage with about 500 CXOs, showcasing Eventus capabilities and award-winning managed service offerings. Such initiatives enable us to build strong relationships with industry leaders, gain valuable insights into current security challenges, and align our offerings to meet the evolving needs of our customers.
By focusing on these pillars, we ensure our marketing efforts are effective, relevant, and adaptive to the dynamic cybersecurity landscape. This comprehensive approach has been instrumental in driving our rapid expansion and sustained growth.
What are some of the biggest marketing challenges Eventus has faced during its expansion, and how have you turned these challenges into opportunities?
One of the biggest marketing challenges we faced was differentiating ourselves in a crowded cybersecurity market. To overcome this, we focused on our unique value proposition and customer centric approach. By emphasizing our cutting-edge technology, exceptional customer service, and the tangible results we deliver, we were able to stand out and build a strong reputation.
Building brand awareness was another significant challenge. We implemented a well-planned strategy that included consistent and focused marketing activities. This strategy has significantly improved Eventus’s brand presence. However, we view this as an ongoing journey and continue to push our brand visibility to the next level.
Our aggressive PR strategy played a crucial role in this effort. It allowed us to reach a large audience, enhancing our brand visibility while simultaneously establishing Eventus as a thought leader in the industry. By consistently sharing our insights, expertise, and success stories, we were able to create a strong, credible presence in the market.
Expanding from a ‘Make in India’ company to a global player presented its own set of challenges. We addressed these by conducting thorough market research and localizing our marketing efforts to align with regional preferences and requirements. A well-laid plan and strategy enabled us to successfully launch our operations in Southeast Asia and the Middle East, gain a foothold in these new markets, and acquire some very big customers.
Through these efforts, we have not only overcome significant marketing challenges but also transformed them into opportunities for growth and expansion. This strategic and adaptive approach has been key to our success and will continue to drive our future initiatives.
From a ‘Make in India’ company to expanding globally, how does Eventus position its brand in the international market while maintaining its Indian roots?
Eventus positions itself in the international market by highlighting our commitment to quality, innovation, and our unique perspective rooted in Indian expertise. We proudly communicate our ‘Make in India’ origins as a testament to our strong foundation and emphasize our dedication to global standards of cybersecurity. This dual approach allows us to resonate with international audiences while maintaining our Indian identity. We celebrate our heritage through our branding, storytelling, and by participating in global forums where we share insights on how our Indian roots contribute to our global success.
How is Marketing aligning with the huge investments being done by Eventus to enhance brand visibility and customer engagement?
At Eventus, we are in the most exciting phase of our growth journey, marked by substantial investments in people, processes, and technology. We’re channeling significant resources into innovation, talent acquisition, advanced technologies, and comprehensive training and certifications, all while expanding our brand and business to new geographies. To align with these investments, we are strategically amplifying our marketing initiatives across all key areas.
We leverage these investments to enhance our digital marketing capabilities, develop high-quality content, accelerate our demand generation engines, and improve our customer relationship management systems. By utilizing advanced analytics and customer insights, we tailor our marketing efforts to effectively target specific segments and drive demand for our service offerings.
Marketing collaborates closely with other business units to ensure our messaging accurately reflects the company’s ongoing innovations and investments. This integrated approach helps us build a cohesive brand image and fosters deeper engagement with our customers. As we continue to grow, this synergy between our marketing initiatives and overall business strategy ensures that Eventus remains a leader in managed cybersecurity services, delivering exceptional value to our clients.
