A worked campaign example
Worked campaign angle: 'Access that outlives its reason.'
Who it is for: an identity-governance vendor selling into regulated enterprises, targeting CISOs and heads of security. Shape: a 60–90 minute executive roundtable or webinar, a keynote slot at the vendor's own event, and one sponsored LinkedIn post promoting the session, following the pattern of the Okta and Vanta posts here.
How it runs, using ideas already in the posts here:
1. Open with the question, not the product. Use Jane Frankland's framing — when does the right access become the wrong access? — as the title and hook.
2. Make the middle concrete with the drift scenarios: a role change, a reorganisation, a contractor who stays longer than expected, temporary access that becomes permanent. None of those decisions looked wrong at the time, which is why periodic reviews miss them.
3. Add the AI layer. Bring in the panel question from the Gartner recap — when an AI agent acts, who answers for it? — and extend it to permissions: AI tools appear, AI agents are given access, and the same drift logic applies faster.
4. Close with a working question, not a summary. Use the question at the end of the Okta post — how do you know your governance is actually working? — and turn it into a short self-assessment attendees complete in the room, built on the visibility framing from the Vanta post: what can you see now that you could not see before, what can you demonstrate, and how does assurance scale without simply adding headcount.
5. Follow up with one advertised LinkedIn post. Use the demonstrated structure: question first, then the event or asset, then date and time in the vendor's target time zones, then the registration link. The vendor provides the disclosure label, governance theme, link and one named customer or practitioner to appear alongside — as Vanta paired Joseph Byrne with a practitioner from Crown Agents Bank. Frankland provides the written post and angle. Do not expect a scripted product segment inside a recorded conversation; the examples carry their own commentary around the clips.
For a campaign aimed at CISOs and heads of security, specify the seniority and region of the invited audience, the one business problem the vendor wants named, session length and format, and the name of the person appearing alongside.
Before booking, request recent impressions, reactions, comments and link clicks on posts covering access governance, assurance or AI accountability; any audience survey showing where readers work and at what level; confirmation of the disclosure wording and registration destination; and the booking route. The posts show no rate card, sponsorship policy or public inquiry link.
Next step: offer two session hooks to choose between — the access-drift question and the AI-agent accountability question — and a 30-minute scoping call to fix the audience, co-speaker and follow-up post date.