Executive Summary

Guidance Software, best known for its market-leading EnCase forensic tool, needed to reposition itself as more than just a digital forensics vendor. With major bets on emerging markets in e-discovery and cybersecurity, the company was at an inflection point. Through strategic communications, analyst relations, content marketing, and digital transformation, the company broadened its reputation, drove analyst validation, and significantly increased inbound leads across new market segments.

Challenge

Guidance Software was a publicly traded company and the recognized leader in digital forensics through its flagship product, EnCase. As the company sought new revenue streams, it expanded aggressively into e-discovery and cybersecurity software—two sectors with high growth potential and significant competition.

While EnCase was still a reliable revenue driver, growth had plateaued. Guidance faced intense pressure to diversify. The success of its e-discovery and cybersecurity software investments would be critical to long-term shareholder value and relevance in an evolving industry.

Failure to make this pivot risked Guidance being pigeonholed as a niche forensics provider—missing out on broader enterprise software budgets and valuation premiums enjoyed by competitors in e-discovery and security.

Approach

The strategy centered on redefining Guidance Software as a forward-looking cybersecurity and e-discovery leader without losing its roots in forensic excellence. The plan included:

• Prioritizing recognition in Gartner Magic Quadrants for e-discovery.

• Tying product announcements to major market moments—such as launching iPad support in EnCase E-Discovery during the rise of mobile workforces.

• Highlighting strategic moves like the acquisition of Tableau, a hardware forensics provider.

• Launching a newsroom blog to publish owned content and bypass traditional gatekeepers.

• Overhauling analyst and investor communications to align messaging across all stakeholders.

Execution

Execution involved a full-spectrum revamp of communications:

• Newsroom Launch: A new digital hub for thought leadership and product news drove a 20x increase in web traffic.

• Print-to-Digital Shift: The E-Discovery Magazine was transitioned from print to digital, lowering costs and increasing tracking capabilities through QR codes (an innovation ahead of its time).

• Social Strategy: Took over and grew the @EnCase Twitter account as a primary distribution channel.

• Analyst Relations: Hired dedicated AR talent and built relationships that culminated in a favorable Gartner placement.

• Cultural Change: Positioned communications as a strategic function—not a support role—within marketing.

Execution spanned 12–18 months, with key milestones aligned to product releases, earnings calls, and analyst report cycles.

Impact

• Media Impact: Secured top-tier press coverage and industry visibility across target publications.

• Digital Growth: Newsroom web traffic grew by 20x; Twitter engagement surged 77%.

• Market Repositioning: Guidance became known as an e-discovery and cybersecurity leader, not just a forensics vendor.

• Pipeline Expansion: Inbound leads for both new product categories saw a measurable increase, contributing to revenue growth.

Takeaways

• A strong analyst relations program can fast-track market credibility—but only if it’s matched by real product innovation and clear messaging.

• Owned content is critical to controlling narrative and building authority—especially in competitive or misunderstood categories.

• Communications must lead from the front, working across departments to ensure a consistent voice, message, and impact.

  Advice: Don’t rely solely on external media validation—build your own platforms, link PR to sales rigorously, and proactively evolve your brand positioning to stay ahead of market perception shifts.

Note: This project reflects work by PURDYPR’s Founder prior to launching the firm.