Objectives

1. Strengthen Exabeam’s brand recognition among senior cybersecurity and technology executives across APAC.
2. Drive thought leadership around behavioural analytics, SOC modernisation, and AI-driven detection.
3. Engage qualified security leaders through direct, research-informed conversations and curated meetings.
4. Capture verified insights into regional priorities, buying intent, and SOC maturity to shape Exabeam’s go-to-market strategy.
5. Establish a sustained presence across Factor’s flagship executive community of CIOs, CISOs, and transformation leaders.

The Challenge

The cybersecurity market in APAC is crowded, fragmented, and often reactive. Vendors compete on features, not philosophy, and most discussions remain focused on tool comparison rather than operational resilience.

Exabeam sought to cut through this noise with a credible, research-grounded message: that effective threat detection starts with behavioural intelligence and automation, not manual triage.

Factor’s challenge was to turn that technical value proposition into a market movement — creating environments where security leaders could engage deeply, benchmark their maturity, and explore Exabeam’s relevance to their architecture and risk posture.

The Factor Methodology

Factor designed a three-tier engagement model that combined insight, intelligence, and influence to connect Exabeam with the right executives in the right conversations.

• Insight – First-party research and survey intelligence gathered from over 250 security and technology leaders across ANZ and SEA, focused on SOC transformation, behavioural analytics, and AI-driven detection.
• Intelligence – Structured maturity scoring, intent signals, and meeting qualification derived from CIO and CISO survey data.
• Influence – Live executive experiences including roundtables, keynotes, and 1:1 meetings designed to deepen understanding and drive pipeline acceleration through trust and thought leadership.

Campaign Framework

The partnership covered three regional flagship events, each structured around a multi-format, high-engagement approach.

Each event was preceded by a structured survey qualification process where delegates completed tailored questionnaires on their current security priorities, technology stack, and detection maturity. This enabled precise audience alignment and meeting matching for Exabeam’s onsite engagement.

Program Execution

1. Research and Audience Qualification

Prior to each event, Factor surveyed and profiled executives to identify:

• Current detection and response challenges.
• SOC automation maturity levels.
• Preferred analytics tools and visibility gaps.
• Priority investment areas for the next 12 months.

The data revealed that over 70% of CISOs and CIOs were still struggling with fragmented detection systems and inconsistent alert management. These insights informed both Exabeam’s keynote messaging and roundtable discussion structure.

2. Keynote and Thought Leadership Design

Exabeam’s keynotes were crafted to reframe how organisations think about behavioural analytics, threat hunting, and operational visibility.
Factor collaborated with Exabeam’s marketing and technical teams to shape content that resonated with both CIOs and security practitioners — blending storytelling with technical credibility.

Key themes included:

• Moving from rule-based detection to behaviour-based intelligence.
• Building the autonomous SOC through analytics and automation.
• Reducing time-to-detect through centralised context and correlation.
• Reimagining security as a data-driven discipline rather than an alert-driven function.

3. Roundtables and Peer Dialogue

At each city event, Exabeam hosted invitation-only roundtables featuring 10–12 senior security executives. These sessions enabled candid discussion around detection visibility, staffing challenges, and architectural bottlenecks.

Each discussion was facilitated by Factor moderators trained in executive conversation design. The outcomes provided Exabeam with:

• Direct qualitative insights into buyer pain points.
• Clarity on how behavioural analytics aligned with in-market priorities.
• Follow-up conversation pathways based on live intent expressed by participants.

4. 1:1 Meetings and Account Acceleration

Throughout the event cycles, Exabeam held pre-arranged 1:1 meetings with profiled executives identified as high-fit accounts.
All meetings were supported by Factor’s research team, which provided attendee briefs detailing:

• The executive’s current security architecture and decision scope.
• Primary challenges captured from survey responses.
• Context on ongoing projects or vendor evaluations.

This approach ensured every interaction was focused, consultative, and relevant — eliminating the guesswork of traditional event networking.

5. Multi-City Consistency and Local Relevance

While Sydney and Melbourne drew heavily from financial services, critical infrastructure, and government audiences, the Singapore event expanded the conversation to include regional enterprises and multinationals operating across ASEAN.
Factor adjusted facilitation and content framing in each market to reflect local regulatory conditions, workforce structures, and security culture maturity.

Operational Delivery

Factor managed every facet of execution:

• Survey design, distribution, and response analysis.
• Audience segmentation and meeting matching.
• Agenda development and on-site logistics.
• Filming, photography, and post-event asset delivery for Exabeam’s marketing use.
• Data compilation and reporting within ten working days post-event.

The precision of pre-event qualification and on-site coordination resulted in near-perfect meeting attendance and exceptional session satisfaction scores.

Measurement and Outcomes

Quantitative Results

• Over 220 senior executives engaged across three events.
• 30+ curated 1:1 meetings delivered across Sydney, Melbourne, and Singapore.
• Average roundtable satisfaction rated 9.1/10 by attendees.
• 85% of participants expressed interest in future sessions with Exabeam.
• 3 in 5 delegates requested follow-up materials or demos after attending.

Qualitative Results

• Executives described Exabeam’s sessions as “clarifying the noise” in a crowded detection landscape.
• CIOs and CISOs emphasised the credibility of the discussion format and data-driven facilitation.
• Regional partners and channel leaders reported a noticeable increase in brand recall following the events.

Strategic Impact

• Strengthened Exabeam’s positioning as a thought leader in autonomous SOC and behavioural analytics.
• Generated actionable insight to inform 2026 regional campaigns and content strategy.
• Established ongoing relationships between Exabeam account teams and senior security stakeholders across enterprise and public sector.

Longevity and Reuse

Exabeam repurposed the session content and roundtable themes into ongoing demand-generation programs, webinar topics, and sales enablement assets.
Video footage, event photography, and survey findings were compiled into a unified content pack for continued use across ANZ and SEA field marketing.
The program has since become a model for Exabeam’s regional field engagement playbook, demonstrating how intelligence-led events outperform traditional sponsorship.

Lessons Learned

• Pre-qualified, research-driven events dramatically increase CISO engagement and conversion quality.
• Executives prefer dialogue-led sessions that allow benchmarking and honest conversation.
• Combining survey data with onsite interaction provides a continuous feedback loop between marketing and sales.
• Regional flexibility is critical: messaging must evolve between mature and emerging markets.

Impact Highlights

• Regional Reach - 220+ C-level and senior executives engaged across three markets.
• Qualified Engagement - 30+ pre-arranged 1:1 meetings with verified fit and intent.
• Satisfaction - Average session rating 9.1/10 across all roundtables.
• Post-Event Momentum - 85% of attendees opted for continued dialogue or follow-up.
• Strategic Continuity - Campaign insights now embedded in Exabeam’s FY26 field strategy.

Conclusion

The Exabeam partnership demonstrates the strength of Factor’s data-led executive engagement model across regions and verticals.

By integrating research, curation, and on-site delivery into one seamless process, Factor enabled Exabeam to connect with decision-makers through authentic, insight-driven dialogue that extended well beyond event day.

Result: sustained visibility, validated relationships, and a benchmark for how cybersecurity vendors can combine research, narrative, and precision networking to influence enterprise buyers across APAC.