Axis Security | Background
Axis Security was an Israeli cybersecurity startup emerging from stealth and preparing to enter the highly competitive U.S. market. Backed by leading venture investors, including Cyberstarts, the company had ambitious growth plans and needed messaging and positioning that could immediately distinguish it in the emerging Zero Trust Network Access market.
Axis engaged Guyer Group before its U.S. launch to sharpen its story, establish its position in the category, and build the visibility and credibility needed to support its next stage of growth.
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Strategy
Zero Trust Network Access was gaining attention as enterprises looked for alternatives to traditional VPNs, but the market was still taking shape, with competing approaches, terminology, and vendors all fighting to define it.
Rather than wait until launch to introduce Axis to the analyst community, Guyer Group started early with an aggressive analyst relations program. We engaged leading security analysts to understand how they saw the ZTNA market developing, what capabilities they believed would matter most, and where they saw gaps among the existing approaches.
Those conversations gave us an early read on the category's direction and, equally important, how Axis could stand apart. We used that intelligence to shape the company’s messaging and positioning before it entered the U.S. market, giving Axis a differentiated story from the outset rather than trying to establish one after the category became crowded.
Outcomes
Guyer Group worked with Axis Security from its earliest days, helping the company emerge from stealth in Israel, establish its presence in the U.S. market, and build visibility through three funding rounds.
That relationship continued through Axis Security’s growth and its eventual $500 million acquisition by Hewlett Packard Enterprise.
Following the acquisition, Guyer Group continued to support the team for several years under the HPE banner, reflecting the kind of long-term client relationships we aim to build.
35+
Awards to Date
Guyer Group has helped secure Axis
35+ distinguishable awards
100+
Series Funding Coverage Pieces
Throughout Axis completing their funding series A, B, & C rounds, Guyer Group helped secure key coverage in business and trade publications
70+
Contributed Articles to Date
Guyer Group helped secure key contributed article pieces at publications such as Dark Reading & SC Magazine