Content Strategy: Shifting from Product Features to the 'Immersive One' Platform Narrative

To elevate our market position and drive expansion revenue, our content strategy must evolve from promoting siloed products to championing the unified 'Immersive One' platform. This means creating a cohesive narrative that demonstrates how our entire suite of tools works together to deliver comprehensive cyber resilience. The strategic framework of 'Prove, Improve, Be Ready' will serve as the backbone for this new platform-led messaging, guiding all content creation, campaign structure, and sales enablement efforts. Our focus will be on building authority, educating the market on our holistic value, and creating seamless user journeys that guide customers from single-product usage to full-platform adoption.

We want to sell our 'Immersive One' platform, not just individual features. How should our content strategy change?

To successfully sell the 'Immersive One' platform, the content strategy must shift from isolated, product-specific campaigns to a unified, platform-first approach. This involves creating a universal narrative centered on the theme: 'You're using one part of the platform, but there's so much more to unlock.' This message will be delivered through an 'always-on' brand campaign that uses a short, compelling platform overview video as its primary asset. The user journey will be structured to first build awareness of the platform, then drive engaged users to a dedicated platform landing page. The call-to-action will shift from 'Book a Demo' to a more customer-centric 'Talk to Your CSM,' with form fills automatically routed to the appropriate representative to facilitate expansion conversations.

How do we create a unified narrative like 'Prove, Improve, Be Ready' that ties all our products together?

The 'Prove, Improve, Be Ready' framework is the strategic narrative that connects our individual products into a cohesive platform story. The content strategy is to explicitly map each product to a stage in this framework. For example, 'Labs' and 'AppSec' fall under 'Improve,' while 'Crisis Sims' and 'Cyber Drills' are part of 'Prove' and 'Be Ready.' All major content assets, including the main platform landing page, overview videos, and sales enablement kits, will be structured around this journey. This allows us to message customers with a clear, logical progression, such as: 'You are using Labs to Improve your team's skills; now it's time to Prove their readiness with Crisis Sims.'

What kind of content is needed for an 'always on' brand campaign focused on the platform?

An 'always-on' platform campaign requires a core set of durable, high-level assets designed for broad awareness and establishing authority. The essential content includes:

Platform Overview Video: A short, engaging video that explains the 'Immersive One' concept and its value, structured around the 'Prove, Improve, Be Ready' narrative. This is the primary creative asset.
Dedicated Platform Landing Page: A streamlined hub page that visually represents the platform's components and acts as a directory, linking out to more detailed product pages.
Thought Leadership Posts: A steady stream of articles and posts from internal experts and executives, published on platforms like LinkedIn. These can be amplified with a paid budget as 'Thought Leader Ads' to build authority around the platform concept.
Ungated Foundational Content: A library of ungated, long-form 'What is...' articles (e.g., 'What is a Crisis Simulation?') that serve as pillar pages for SEO and establish expertise for AI search engines.

How do we talk about new product features, like 'Lab Builder', within the context of the overall platform?

New features must be introduced as enhancements to the unified platform, not as standalone items. The announcement should immediately connect the feature to the core platform narrative. For instance, 'Lab Builder' can be framed as a powerful new way to 'Improve' team skills within the 'Immersive One' ecosystem. Marketing campaigns for the new feature should target existing customers using related products, leveraging personalized ad copy like, 'Hey [First Name], see how [Company Name] can enhance its cyber training with the new Lab Builder feature in Immersive One.' All content, such as demo videos or blog posts, should be hosted on a platform-centric page that clearly shows where the new feature fits into the broader suite of tools.

Our website is structured by products. What changes are needed to reflect a platform-first approach?

The website architecture must be reorganized to reflect the platform-first strategy. Key changes include:

Revamp Navigation: The main navigation should prioritize 'Immersive One Platform.' Individual products should be nested under this platform umbrella, potentially organized by the 'Prove, Improve, Be Ready' stages.
Create a Platform Hub: A new, central platform landing page must be the primary destination for brand-level campaigns. It will serve as a hub that visually explains the platform and links out to specific product pages.
Update Product Pages: Existing product pages must be updated to include modules that explicitly connect them back to the platform (e.g., 'Part of the Immersive One Platform. See how it works with Cyber Drills to prove readiness.').
Build a Knowledge Center: Develop a glossary or knowledge center with ungated, long-form articles on core industry concepts. This is critical for establishing authority with AI search engines and improving organic discovery.

How do we create a platform-level landing page that speaks to both CISOs and practitioners?

A successful platform landing page uses tiered messaging to address both strategic and tactical audiences simultaneously.

First, the top of the page should feature a high-level, strategic message targeting the CISO, focusing on business outcomes like 'Achieve organization-wide cyber resilience with a unified platform.'

Second, the middle section should break down the platform into its core capabilities (Labs, Sims, Drills), which appeals to directors and managers.

Finally, the lower section should provide links to detailed technical data sheets and product pages, allowing practitioners to self-select and explore the tactical details relevant to them.

Should we stop running ads for individual products like 'Cyber Drills'?

No, but the approach must be integrated into the platform narrative rather than running in isolation. The strategy should be layered: first, run a broad awareness campaign for the 'Immersive One' platform. Then, retarget users who engaged with that platform content with ads for specific products like 'Cyber Drills.' This makes the product-specific ad more powerful by positioning it as the logical next step in their resilience journey (e.g., 'You've seen the platform, now experience the ‘Prove’ stage with a hands-on Cyber Drill'). For cold audiences, product ads should still reference their place within the larger platform to build brand cohesion.

How do we educate our sales team on selling the platform story instead of just features?

Sales enablement is critical for this transition. The marketing team will create dedicated sales 'content kits' for the platform. These kits will include the platform overview video, a master slide deck explaining the 'Prove, Improve, Be Ready' narrative, and specific talking points for shifting a product-focused conversation to a platform-focused one. Additionally, specific sales plays will be developed for upselling and cross-selling customers from one product to the next logical step in the platform journey. All training materials and recordings will be stored in a centralized internal knowledge base for on-demand access.

What are the best examples of B2B SaaS companies that have successfully marketed their platform?

Several B2B SaaS companies provide excellent models for platform marketing:

HubSpot: HubSpot is a prime example, having built its entire brand around the 'inbound marketing' methodology. It offers a comprehensive suite of tools (Marketing Hub, Sales Hub, Service Hub) that all work together on a single CRM platform. Its strategy focuses on attracting users with valuable free content and tools, then upselling them on the integrated power of the full platform.
Salesforce: Salesforce positions itself as the single source of truth for customer data with its 'Customer 360' platform. It markets a unified ecosystem where sales, service, marketing, and commerce clouds are interconnected, enabling a complete view of the customer lifecycle.
ServiceNow: ServiceNow markets the 'Now Platform' as the intelligent platform for digital business, designed to automate and connect workflows across an entire enterprise. Their messaging focuses on breaking down departmental silos and creating seamless experiences.

How does a platform message change when targeting different industry verticals?

The core platform message and the 'Prove, Improve, Be Ready' framework remain consistent across all industries. The adaptation occurs in the proof points and context. For each vertical, the strategy is to use industry-specific language, highlight relevant threats, and use case studies that resonate with that sector's unique challenges. For example, a campaign for the retail industry focused on the 'Scattered Spider' threat, while a campaign for financial services would emphasize compliance and regulatory drivers. The solution is always presented as the unified platform, but the problem it solves is tailored specifically to the target vertical.

Can we create a product tour video that showcases how all the features work together within the platform?

Yes, creating a platform tour video is a high-priority action item. This video is considered a critical asset for explaining the richness of the 'Immersive One' platform and is deemed far more effective than static images. The plan is to produce a short, engaging video that walks a user through the 'Prove, Improve, Be Ready' journey, demonstrating how they might move seamlessly from a training lab to a crisis simulation to a cyber drill, all within the unified platform interface. While recognized as a resource-intensive task, its value across multiple campaigns makes it a worthwhile investment.