Scale without corresponding recognition
Invicti brings 20+ years in AppSec and 800k+ secured web applications, yet the company is not consistently showing up with the authority its operating history should command.
01 The assignment
The substance is already there. The visibility and the category story have not caught up.
A category transition the market must understand
The story is expanding from DAST leadership into a broader platform spanning runtime proof, application-security posture and emerging offensive-security approaches. Continuity and expansion have to land together.
A PR program that needs a reset
Wire distribution has created a public record, but not the pre-briefs, original reporting and sustained relationships that make meaningful news travel.
The mandate: replace passive release distribution with a measurable earned-media system—without duplicating Invicti's successful analyst-relations program.
02 Definition of good
Define good before counting clips.
At kickoff, Salient and Invicti will agree the competitor set, priority outlets and message pillars, then establish an original organic coverage baseline. Targets follow evidence—not the other way around.
Original organic coverage
Features, substantive mentions, roundups and contributed articles—classified separately.
Organic share of voice
Invicti's share of qualifying coverage across the agreed competitor set.
Competitive rank
Position within that set, viewed over time rather than as a single-week snapshot.
Coverage quality
Priority-outlet mix, story depth and whether Invicti is central or incidental.
Message pull-through
Which approved narratives appear in original reporting and how consistently.
Spokesperson visibility
Who is being quoted, interviewed or published—and where the bench needs development.
Counted: original editorial features, substantive mentions, qualified roundups and contributed articles.
Separated: wire pickup and syndication are excluded from organic earned coverage. They can support disclosure and search visibility, but they are not independent reporting.
03 Coverage reality
Build for the ceiling. Report the reality.
No agency can guarantee earned coverage. Salient can control the rigor of the story, the evidence, the media strategy, the outreach and the follow-through.
Most repeatable
AppSec, security and developer trades
Technical launches, research, expert commentary and useful operator perspectives have the clearest ongoing fit.
Authority formats
Contributed articles, completed interviews, podcasts and technical speaking pursuits create depth between major news moments; publication and selection remain third-party decisions.
Selective
Broader technology and business press
These outlets need a story whose consequence extends beyond a feature release or the AppSec category.
High-ceiling moments
Novel vulnerability findings, consequential proprietary data, independent market validation or recognizable customers and partners can create that bridge.
Distribution only
Wire pickup and syndication
Useful when Invicti needs a formal, searchable announcement record.
Not earned reporting
Redistributed release text is reported separately so it cannot inflate the organic scorecard.
What raises the coverage ceiling
Historical results elsewhere in this proposal show what strong inputs and sustained execution have produced. Each is evidence of Salient's method—not a forecast or guarantee for Invicti.
04 News assessment
Assess the news. Do not transcribe the calendar.
The strongest launch program begins by separating what is already public from what is genuinely new—and by matching each opportunity to its realistic editorial ceiling.
AppSec Core
Public announcement · June 3, 2026Use the unified AppSec and runtime-proof story as a narrative foundation. Do not relaunch it. Future coverage needs customer evidence, data, material product progress or a new market consequence.
Agentic Pentest
Public announcement · July 30, 2026The hybrid AI plus Proof-Based DAST approach gives Salient a differentiated point of view to develop. New stories require proof of performance, adoption, cost or security impact—not repetition of launch language.
AppSec Flex
Visible on the current product and pricing siteAppSec Flex already appears on Invicti's public pricing page. A formal announcement can still work, but only if Invicti can show a genuinely new capability, buyer problem, proof point, customer or commercial model.
Novel vulnerability research
Prospect-supplied opportunityThis can earn original technical reporting if the finding is material, reproducible and supported by responsible disclosure. Coordination with the affected vendor, disclosure timing and credible researcher access determine the ceiling.
IDC DAST leadership
Prospect-supplied opportunityIndependent validation can strengthen the broader category narrative. Salient will confirm publication timing, quotation and announcement rights before using the recognition in outreach.
Continuous Offensive Security + Software Supply Chain
Prospect-supplied pipelineEach is a potential trade story. The ceiling depends on distinctiveness, technical evidence, product readiness, demonstrations and whether a customer or partner can make the consequence concrete.
Salient's announcement standard
Build the media strategy before the release: story and proof audit, pre-brief or embargo plan, reporter-specific materials, spokesperson preparation, targeted outreach, follow-up and a result report that separates original coverage from redistribution.
05 Proof ladder
PR amplifies proof. It cannot manufacture it.
Salient will help Invicti move each opportunity up this ladder before deciding how broadly to pitch it.
A claim
A point of view or product assertion gives the team a starting thesis, but rarely a story by itself.
Technical evidence
A reproducible finding, transparent methodology, demo or defensible product data makes the claim testable.
Market consequence
Show who is affected, why the risk or operational change matters now and what conventional wisdom the evidence challenges.
Independent voice
A customer, partner, analyst result or coordinated disclosure adds validation outside Invicti.
Editorial access
Early materials, available experts and fast fact-checking give reporters room to do original work rather than rewrite a release.
06 The program
Six concurrent workstreams. One market narrative.
This is not a fixed roadmap. Salient shifts capacity toward the moments with the best combination of business priority, editorial timing and proof.
Announcement strategy and media relations
Assess news value; shape the story and materials; plan pre-briefs, embargoes or an exclusive; prepare spokespeople; pitch and follow through.
Proactive and reactive media relations
Develop original angles between launches and respond quickly when AppSec, AI security, vulnerability or policy news creates a credible opening.
Research and data storytelling
Mine anonymized product data or shape a survey, validate methodology, find the tension and build a story with a useful shelf life.
Executive and technical thought leadership
Interview the expert bench, develop defensible themes, place contributed articles and match spokespeople to interviews and podcasts.
Speaking, awards and events
Pursue contributed technical sessions, selective recognition and event opportunities; manage submissions and follow-up while keeping paid sponsorship separate.
Measurement and strategic calibration
Maintain the live tracker, classify coverage, report against the baseline, review message pull-through and shift effort toward what is working.
Salient owns: strategy, development, outreach, follow-up and reporting.Invicti enables: facts, expert access, evidence, approvals and customer or partner participation.
07 Expert bench
The right expert for the right story.
These are starting roles to validate in interviews—not finished personal brands. Salient will build themes from what each person can defend with depth.
Neil Roseman
CEO · company + marketBroad company direction, enterprise AppSec change and the strategic case for Invicti's expansion.
Matthew Sciberras
CISO · security leadershipSecurity risk, practitioner consequences and contrarian CISO perspective. Position him accurately as Invicti's CISO, not a field CISO.
Dan Murphy
Chief Architect · offensive securityApplication-security architecture, offensive testing, technical differentiation and how hybrid approaches change cost and confidence.
Cenk Kalpakoglu
Distinguished Software Architect · AppSec systemsApplication-security posture, orchestration and the operating model for connecting findings to action.
Activation model
Salient interviews the bench, maps themes to reporter needs, prepares each person for the format, and expands participation only where the expertise is genuine. Security researchers join when a finding or technical session needs the people closest to the work.
08 Operating + reporting system
See the pipeline. See the market move.
Salient combines daily signal review and human judgment with a live coverage record and an executive view of momentum, quality and competitive position.
Invicti PR scorecardInterface preview—no Invicti performance data
Organic share of voiceBaseline pendingAgreed competitor set
Competitive rankBaseline pendingOriginal coverage only
Coverage taxonomyFeaturesTracked
Coverage taxonomySubstantive mentionsTracked
Coverage taxonomyRoundupsTracked
Coverage taxonomyContributed articlesTracked
Announcement viewOriginal coverage versus redistributionSeparated
09 Relevant Salient proof
We know the buyer, the press and the visibility problem.
These programs are relevant because they combine cybersecurity credibility, technical audiences, competitive share and consequential announcements. Historical result—not an Invicti forecast.
Sauce Labs
Rebuild the program, then win the conversation.
Salient combined original research, an embargoed AI product launch, a contributed-article pipeline and rapid response for a technical platform that had been out-covered by BrowserStack and LambdaTest.
Sauce Labs moved from last to first in competitive coverage in twelve months.Relevant outlets included InfoQ, The Register, Ars Technica, SD Times, SiliconANGLE, The New Stack and DZone.
Choose authority over volume.
A Forbes exclusive anchored a deliberately concentrated Series A campaign.
Six high-authority pieces with 92 average historical domain authority.Build durable category authority.
Across launches, funding, offices, speaking and thought leadership, Salient became the institutional communications layer for a developer platform.
Coverage grew 11× over four years.Different news, access and market conditions produce different outcomes. These examples demonstrate Salient's ability to translate technical products, manage high-stakes moments and build competitive visibility over time.
10 Investment
Choose the depth of parallel work.
Both options replace passive distribution with senior-led PR strategy and execution. The difference is how broadly Salient can run the opportunity set at the same time.
Focused PR
Concentrated$10,000 / month
Six-month engagement · PR only
$60,000 engagement total
- Highest-value U.S. earned-media priorities
- Announcement assessment, strategy, materials and targeted outreach
- Proactive and reactive media relations
- Executive and technical thought leadership development
- Live tracker, measurement and executive reporting
- Research, speaking, awards and event work prioritized within a narrower concurrent program
Full PR
Broader parallel capacity$20,000 / month
Six-month engagement · PR only
$120,000 engagement total
- Everything in the Focused PR program
- Broader parallel capacity across launches and proactive narratives
- Dedicated research and data-campaign development when evidence is available
- Expanded contributed content, interviews and podcast development
- Expanded speaking, awards and event opportunity program
- U.S.-first execution with selective European support where the story warrants it
Approved outside costs are separate.
Wire distribution, survey fielding, award fees, sponsorship or sponsored speaking, travel and similar third-party expenses are not included. Nothing is incurred without Invicti's approval.
Scope boundary: analyst relations is excluded from both options. Salient can coordinate narrative and timing with Invicti's AR activity, but this proposal covers public relations only.
Terms boundary: no calendar start or early-termination provision was agreed in discovery, so neither is represented as an agreed term in this proposal.