SecurityFocus provided security intelligence services to businesses in order to help predict and prevent destructive breaches and attacks of global company computer networks. SecurityFocus was founded by the visionaries who created the BugTraq vulnerability database.
The SecurityFocus management team came to US Marketing Services because they were frustrated that the unique nature of their security database information products were not sufficiently valued and understood by customers—a clear positioning problem.
US Marketing Services used qualitative research, competitive analysis, and marketing strategy experience and thinking to recommend:
-Customer and company focus
-Repositioning of their category
-Reorganization of their product line
-Development of priorities for new product capabilities for next product releases
-Redo of their marketing communications