08 · Assets
Assets
First research, then production. A plan across 4 funnel stages and internal enablement.
Research-first approach
Any asset without research is a hypothesis. First validation, then execution.
Phase 0-30 from /roadmap – 5 areas of research:
- Competitors: best practices (sites audit, LinkedIn, G2 reviews)
- Audience: knowledge, barriers, drivers (8-12 interviews + win/loss)
- PMF signals: retention, NPS, Sean Ellis test
- Positioning: sales recordings, message testing
- Measurement: HubSpot, attribution, funnel metrics
Detailed methodology is in the collapsible block below.
Assets across 4 funnel stages
✓ Must have
- TPRM blog with cornerstone articles (SEO)
- Breach research (Change Healthcare, MOVEit breakdowns)
- Pillar whitepaper «State of TPRM 2026»
- Quarterly UpGuard Summit
- LinkedIn thought leadership in the voice of CMO / Head of VR
- PR in industry media
- Industry events (RSA, Gartner Security Summit)
- Free PLG-tool (Instant Security Score)
⚠ Exists, re-check
- Blog exists, but a cornerstone page audit for the VR pillar is needed
- eBook «AI in TPRM» - product-focused, an industry-focused «State of TPRM 2026» is needed
- PLG-tools (Instant Score, Webscan, Reports) - hidden in the footer, move to the main page
⚡ Add
- «State of TPRM 2026» annual report (feeds 5-6 derivative assets)
- LinkedIn thought leadership in the voice of UpGuard PMM
- Blog series for 5-7 cornerstone TPRM topics (based on SEO audit results)
Delivery channels: SEO, LinkedIn, PR, industry events, breach newsletter