Case Study
Building a Cybersecurity Authority from Scratch
At a Glance
- Client
-
Sherweb
- Company Type
- Professional Services / SaaS
- Headquarters
-
(Serving MSPs globally) - Campaign Period
-
1Year
The Outcome
- Industries
- Cloud & IT Services Cybersecurity
- Use Cases
- Brand Awareness Partnerships
The Value We Created
-
65
media placements focused on cybersecurity.
-
64.5M+
total unique visitor monthly reach (UVM) across all coverage.
-
5
cybersecurity partner campaigns launched in under 4 months.
-
New Narrative
CVM coined the “Security Tech Stack” concept and introduced it to the media.
-
3
of media coverage secured: business press, cybersecurity trades, and channel/MSP trades.
-
From 0→Leader
Sherweb went from invisible in cybersecurity media to a recognized voice.
The Challenge
Sherweb equips 8,000+ Managed Service Providers (MSPs) with tools and services for their more than 100,000 collective clients. Although Sherweb’s marketplace included cybersecurity solutions, Sherweb was not yet a part of the cybersecurity conversation. Our goal was to transform cybersecurity from a peripheral part of Sherweb’s story into a defining pillar of its public narrative.
Where CVM Came In
Channel V Media developed a two-pronged approach: Build Sherweb’s cybersecurity story from the ground up through a cadence of strategic partner announcements, and create an entirely new media concept—the “Security Tech Stack”—to give journalists a framework for covering Sherweb’s security narrative as something bigger than any single product launch.
Here’s How We Did It
We orchestrated a year-long cybersecurity partner drumbeat.
We mapped out five partner launches across 2025—Check Point, Rewst, Keepit, usecure and DefensX—each highlighting a different dimension of cybersecurity. Collectively, they told one story:
Sherweb was building the most comprehensive cybersecurity portfolio for MSPs.
We created a new market concept from scratch.
CVM invented the “Security Tech Stack” narrative to give journalists a framework for covering Sherweb’s cybersecurity focus as a strategic story, not just a series of product additions. The concept was deployed through bylines in Cyber Defense Magazine, news coverage in ChannelE2E and broader channel trade pickup.
We made every partnership announcement resonate beyond the channel.
We pitched each partner campaign with a unique angle that transcended the MSP trade press. The Rewst announcement broke into the Tampa Bay Business Journal (UVM: 5.3M) through a local startup angle. The usecure campaign reached HR publications by framing it around human error as cybersecurity’s weakest link. The Check Point campaign resonated with mainstream business outlets through a remote work security gap story.
We positioned a Sherweb executive as a cybersecurity thought leader.
We transformed an internal Sherweb subject matter expert into a regularly quoted cybersecurity voice. CVM placed him in articles about everything from workplace cybersecurity and cyber insurance to enterprise password security. Each of these topics extended well beyond Sherweb’s own offerings to address topics its MSPs’ clients care about.
We tracked results against named competitors.
CVM monitored Sherweb’s share of voice against competitors throughout the year, showing that Sherweb’s cybersecurity narrative achieved consistent visibility in a space where it had previously been absent.
The ‘Security Tech Stack’ concept ended up becoming the framework we used in partner conversations, in internal messaging…across everything. That kind of clear narrative is hard to manufacture. CVM got it right. What they built is still with us and still working.
Sherweb
Where Sherweb Showed Up
-
Tier 1/ Business Press
– Forbes– Tampa Bay Business Journal– CSO– HR Executive
-
Cybersecurity Trade
– Cyber Defense Magazine– SecurityInfoWatch– MSSP Alert– Enterprise Security Tech– CIO Influence
-
Channel/MSP Trade
– CRN– Channel Insider– ChannelE2E– ChannelPro– Channelholic– IT Europa– MSP Today– MSP Success
Bluecore: Transforming a Vendor into a Visionary
Cofactr: Defining the Tariff Dialogue
Want to Own the Cybersecurity Conversation?
Contact us to learn how we help technology companies build authority in new categories—from the first placement to market leadership.