Proven company, limited recognition
Invicti has long-standing AppSec experience, substantial customer proof and a product story that is stronger than its current visibility.
01 Our read
The product has moved further than the public story.
The market knows an older version
Invicti still benefits from DAST and Acunetix/Netsparker recognition while the company now needs attention for broader AppSec and agentic pentesting.
Distribution is not media relations
Press releases created a public record. They did not create steady original coverage, reporter relationships or useful visibility between announcements.
PortSwigger, StackHawk, Bright, Tenable
Aikido, Snyk
XBOW, PortSwigger, Aikido
Directionally: Invicti appears in DAST comparisons, while Aikido receives more broader-AppSec coverage and XBOW receives more agentic-pentesting attention. Salient will confirm the full baseline in month one.
02 Six-month success
What success looks like after six months.
Not a larger pile of press-release links. A communications program that is creating original attention and showing measurable progress.
Coverage between launches
Original coverage appears regularly, not only when Invicti issues an announcement.
Competitive movement
Organic share of voice and rank improve against the agreed competitor set.
The new story is visible
Coverage reflects broader AppSec and agentic work, not only Invicti's DAST history.
More voices are heard
More than one expert advances into published interviews, articles, podcasts or accepted speaking opportunities.
News is handled differently
Important announcements receive early story planning and targeted outreach; wire pickup is reported separately.
03 Realistic coverage expectations
Different proof creates different coverage.
Salient can control preparation, evidence, outreach and follow-through. Editors control whether and how a story runs.
Specialist visibility
Security, AppSec and developer publications are the strongest recurring fit for commentary, interviews, contributed articles, technical launches and podcasts.
Raised by useful experts and timely points of view.A cluster of original stories
Research, customer proof or a consequential launch can create several original stories when reporters receive early access, evidence and credible sources.
Raised by novelty, named customers and fast approvals.Broader technology or business press
A novel vulnerability, proprietary data, independent validation or a major customer outcome can travel beyond the category when the consequence is clear.
Raised by proof that stands up to scrutiny.Wire distribution
A wire can create a controlled, searchable record. It is not original earned coverage, and Salient will report it separately.
04 Where we would focus
Four ways to make Invicti more visible.
The strongest program starts with what Invicti can prove and builds new material where the market needs more.
Explain the move from DAST to AppSec
Show how verified findings help security teams prioritize work across a broader program instead of adding another stream of alerts.
Set a practical standard for agentic pentesting
Give the market a useful way to judge confirmed results, repeatability, safety, cost and human involvement—not another generic AI claim.
Turn product data into useful research
Invicti has data from thousands of tested applications. After privacy and methodology review, it could support research on exploitability, remediation or API risk.
Put the expert bench into the market
Use timely commentary, interviews, contributed articles, external podcasts and speaking to build recognition before the next major announcement.
05 News worth preparing for
The next six months, item by item.
Planning ranges for original stories—not press-release pickup or guarantees. Timing still needs confirmation.
AppSec Flex
Comparable AppSec launches from Cycode and Invicti generally produced one specialist story. A named customer, adoption data or a clear product difference would improve the odds.
Novel vulnerability
OX Security research on FreeScout and Grafana reached SecurityWeek, Help Net Security, CSO and Infosecurity. A critical flaw in a more widely used application can travel farther. Responsible disclosure and usable technical detail are essential.
IDC and Gartner recognition
Comparable Leader announcements from Checkmarx and Veracode mostly stayed in owned, wire, channel or partner coverage. Use the result as sales proof and a briefing credential—not the main pitch.
Continuous offensive security
Snyk has already launched into the same phrase, with a footprint dominated by owned and distributed material. Invicti needs a distinct method, result or customer.
Software supply chain
Specific products from Chainguard and Endor Labs reached SiliconANGLE, The New Stack, DeveloperTech and InfoWorld. A defined use case and proof can work; a broad platform claim is weaker.
Product data or survey
Comparable reports from Checkmarx and Veracode produced isolated trade stories. Invicti's data from thousands of tested applications—or a well-designed survey—could become the most reusable story if the finding is surprising.
06 What Salient will do
One senior team. Five connected workstreams.
The mix changes with Invicti's news and the market. The core work does not wait for a press release.
Media relations
Research reporters, develop timely angles, pitch, prepare spokespeople and follow through on responses.
Announcements
Assess news value, plan prebriefs or embargoes, write materials, coordinate experts and conduct targeted outreach.
Executive and technical content
Interview experts, develop useful points of view, write contributed articles and pursue interviews and external podcasts.
Research and customer proof
Audit available data, build defensible research questions and secure customer or partner participation where possible.
Speaking, awards and events
Find relevant opportunities, check eligibility, prepare approved applications and support media work around priority events.
Senior-led throughout. Justin remains involved day to day. Invicti works with a streamlined team—Justin plus roughly one or two others—with specialists added for specific needs.
07 How the retainer flexes
What an active month can look like.
The team shifts effort toward the best available story rather than filling a quota.
Stay useful between announcements
- Monitor news and reporter activity
- Pitch commentary and interviews
- Advance articles, podcasts and opportunities
Concentrate around strong news
- Test the story and evidence
- Prepare materials and spokespeople
- Run prebriefs, outreach and follow-up
Build recognition through expertise
- Develop bylines and interviews
- Pursue podcasts and speaking
- Build data and customer-led stories
08 Spokespeople
Give the market more than one voice.
These are starting points. Interviews will decide the final positions and the formats that fit each person best.
Neil Roseman
CEOCompany direction, the move to broader AppSec and the business case for better security decisions.
Matthew Sciberras
CISOSecurity risk, buyer priorities and what teams should require before trusting automated findings.
Dan Murphy
Chief ArchitectOffensive security, architecture and how to evaluate agentic testing in practice.
Cenk Kalpakoglu
Security SMEApplication-security practice, technical analysis and connecting findings to action.
Use what already exists
Invicti's technical content and AppSec Serialized can supply ideas and source material. Owned content remains separate from earned coverage.
09 Measurement and reporting
How progress will be measured.
Invicti receives a clear view of outcomes, work in progress and the decisions behind the program.
Organic share of voiceIs Invicti gaining visibility against the agreed competitor set?
Original earned placementsHow much original reporting ran after wire pickup and syndication were removed?
Coverage qualityWhich outlets, story types and levels of prominence did the program earn?
Message pull-throughDid broader AppSec and agentic themes appear in the coverage?
Spokesperson visibilityWhich experts moved into published, recorded or accepted external roles?
BaselineTargetActualGapTrend
Pitches, journalist responses, work in progress, changes and next actions.
Outcomes, competitive movement, lessons and recommendations in a concise shareable view.
The source record for original coverage, distribution and reporting classifications.
10 Why Salient
Relevant work, without the sales math.
The fit is technical translation, developer and security media, senior attention and reporting that separates real coverage from noise.
Media relations and measurement rebuilt together.
Salient separated reported stories, mentions, contributed work and syndication, then tracked competitive share, outlet quality and message pull-through.
The useful parallel is the operating discipline, not a promised rank.High-authority security coverage.
After Salient's March 2021 engagement began, six selected, dated placements in contemporaneous Q2 reports averaged a historical domain authority of 92.
The curated proof set included Business Insider, Fortune and two VentureBeat stories; it is not total campaign volume.Developer and enterprise-technology press.
Contemporaneous reports document results in VentureBeat, Forbes, Business Insider, DZone and InfoQ.
Those are audiences Invicti also needs to reach.Historical examples, not an Invicti forecast. Results depend on news, evidence, access, timing and editorial decisions.
11 Investment
Two levels of capacity.
Both options provide senior-led PR and the same reporting standards. The larger option keeps more work moving at once.
Focused PR
One priority at a time$10,000 per month
Six-month engagement · PR only · U.S. focus
- Core media relations and reporting
- One primary campaign at a time
- Announcements, content, research and opportunities prioritized sequentially
Full PR
Recommended$20,000 per month
Six-month engagement · PR only · U.S. focus
- Media relations continues during launches
- Research, customer proof and expert content can advance at the same time
- Speaking, awards and events remain active
- Selective European outreach when the story warrants it
Scope and costs: Analyst relations is excluded. Approved outside costs are separate, including wire distribution, survey fielding, award fees, sponsorship and travel. Nothing is incurred without Invicti's approval.