What We’ve Learned From Armis

When we began working with Armis (fun fact: they were my very first client when starting out at Tell NY), the company was already extremely well known within the cybersecurity community, demonstrating strong business momentum alongside a meaningful marketing presence. But the ambition we shared went further: to tell the Armis business story beyond the industry’s “trivial” stages and build a compelling business case – not just a cybersecurity one – around Armis as a global leader. One that protects the world’s most critical infrastructure while shaping how modern enterprises think about growth, scale, talent, and risk.

Below are three key lessons this journey taught us.

Lead With What the Company Does Differently at the Business Level

One of the first things we focused on was sharpening the narrative around what Armis does differently, and strategically, at the business level. Like many successful companies, Armis achieved its success through innovative and often unconventional leadership and culture. Our mission was to spotlight how those approaches played out in practice.

Stories like these resonate far more with both media and readers than marketing-heavy, vendor-focused content (which many companies, wrongly, default to). They offer real, actionable insights and lessons that leaders can draw inspiration from and apply to their own ventures.

A clear example was Yevgeny Dibrov’s op-ed in Fortune, in which he discussed how smaller companies approach acquisitions – and why that strategy makes sense at Armis’ scale. The piece highlighted what Armis does differently at the business level, offering substance and practical takeaways even for companies outside the cybersecurity space. It also helped further cement both the company’s and the CEO’s positions as thought leaders.

Let the Numbers Do the Talking

Many companies hesitate to share their business metrics. At Armis, we deliberately made numbers the centerpiece of the company’s storytelling. Of course, it helps when the numbers are this strong – not every company can count more than 35% of the Fortune 100 and 7 of the Fortune 10 as customers. Still, being consistently public with these metrics helped substantiate a powerful business case and ensured that every audience we engaged with truly understood the scale and impact of the company.

On the media front, this approach drove sustained traction. We let the numbers speak for themselves – earning recognition across prestigious industry and technology awards – and continuously asked how number-driven milestones could be turned into newsworthy stories.

One example was Armis crossing $300 million in ARR last summer, which was covered extensively, including a Bloomberg feature and broadcast segment. Importantly, Armis didn’t just share the milestone – it also revealed that it had grown by more than $100 million in less than a year.

Another example came when Yevgeny Dibrov spoke with Bloomberg Deals about the company’s M&A strategy, noting how one recent acquisition scaled from generating hundreds of thousands of dollars in revenue to tens of millions in just a few months. It’s not a conventional metric for a private company to share – but it made a meaningful difference in telling Armis’ growth story.

Media Relations Are Key to Everything

This is a point we never get tired of making. Marketing executives and business leaders don’t always see the immediate value of relationship-building. It takes time and resources, and the ROI isn’t always obvious – especially since such meetings don’t always translate into instant coverage.

Fortunately, the Armis leadership and marketing team has always deeply believed in the importance of media relations. From day one, the company invested time and energy – often during hectic travel to hubs like New York City, San Francisco, and London – to meet in person with journalists shaping cybersecurity coverage and the broader technology and business landscape. These meetings consistently paid off. They helped reporters become deeply familiar with Armis’ offering, competitive landscape, and business trajectory – and frequently turned into meaningful coverage, like the CEO profile published in Inc.

They also amplified major company milestones. When Armis informed us that a $435 million fundraising round was coming together, we could have taken the more common route of a single exclusive. Instead, knowing there were multiple reporters already familiar with the Armis story and eager for significant news, we aimed broader and higher – securing in-depth coverage across some of the world’s top publications, including The Wall Street Journal, TechCrunch, Reuters, Axios, and CNBC. The result was a narrative that went far beyond a single headline.

Looking Back and Ahead

From the very beginning, we believed Armis deserved to be seen not just as a great cybersecurity company, but as a true global business leader. Today, that belief feels widely shared by the market.

All of us at Tell NY couldn’t be prouder to have played, even in a small way, a role in Armis’ business and storytelling journey. And we’re genuinely excited for what comes next.