CrowdStrike Inc. is at the forefront of cybersecurity, where the fight against ever-evolving threats feels like a relentless battle against an unseen adversary. This ongoing struggle is ingrained in the company’s DNA, with CrowdStrike marketing emphasizing a unified mission to safeguard enterprise systems and stay ahead of sophisticated attackers, according to Jennifer Johnson (pictured), chief marketing officer of CrowdStrike.
CrowdStrike’s Jennifer Johnson talks with theCUBE about CrowdStrike marketing.
“We talk a lot about our mission of stopping breaches, and we have this ethos: one team, one fight,” Johnson said. “We talk about it a lot because I think a lot of companies have taglines, they have statements and some people write it, but it’s not internalized. But we really live it. We’re very mission-driven and we very much are about one team, and we’re all in this fight of stopping breaches together.”
Johnson spoke with theCUBE Research’s Dave Vellante and Rebecca Knight at Fal.Con, during an exclusive broadcast on theCUBE, SiliconANGLE Media’s livestreaming studio. They discussed key elements of the CrowdStrike marketing approach. (* Disclosure below.)
CrowdStrike marketing develops a Super Bowl ad
The “one team, one fight” ethos of the CrowdStrike culture has influenced the company’s external marketing initiatives as well. During the Super Bowl in 2023, CrowdStrike aired a television advertisement designed to educate viewers on the continuing struggle against hackers who are anything but superheroes.
“We made a conscious decision that we didn’t want people to think that the adversaries were being glorified and looking like superheroes,” Johnson said. “And fun fact, we worked with the same visual effects agency in our Super Bowl ad last year that Marvel Comics uses. We’re actually bringing the story of the adversary and their behavior to educate the market in a way that people can relate to. Really, that’s what marketing is all about, it’s simplifying it down and telling it in a relatable way.”
In addition to its focus on good versus evil, CrowdStrike has been promoting a message of teamwork and collaboration. At this month’s Fal.Con conference in Las Vegas, attendees were provided with an unscheduled videoconference appearance of Satya Nadella, chairman and CEO at Microsoft Corp.
“I think it’s really important to show that the industry does need to work together,” Johnson said. “Even though we are competitors, we come together when it’s most important, which is helping our joint customers and partners in the ecosystem be stronger. I think that was an amazing moment yesterday and hopefully we’ll see a lot more of that across the industry, that level of collaboration.”
Here’s the complete video interview, part of SiliconANGLE’s and theCUBE Research’s coverage of Fal.Con:
(* Disclosure: CrowdStrike Inc. sponsored this segment of theCUBE.)