How Data Security Startup Normalyze, Now Part of Proofpoint, Built a High-Performance LinkedIn Amplification Program at Every Stage of Growth
ABOUT Normalyze, a ProofPoint Company
Normalyze was a San Francisco-based data security posture management (DSPM) company founded in 2020. The company built an AI-powered platform that enabled organizations to discover, classify, and secure sensitive data across cloud, SaaS, PaaS, hybrid, and on-premises environments, with a focus on reducing human-centric data risk. Normalyze was recognized as a Gartner Cool Vendor in Data Security.
THE CHALLENGE
Normalyze was a high-growth cybersecurity startup with a motivated, socially active team and a CEO who understood the importance of brand visibility in a competitive market. Employees were already inclined to share content and engage on LinkedIn, but there was no centralized platform to coordinate that energy, ensure message consistency, or measure what was actually driving results. As a Slack-first company, any solution also had to fit naturally into how the team already worked. Layered on top of this was the need to track executive activity at a granular level and make sure the LinkedIn amplification strategy scaled seamlessly as the company and team continued to grow, right up to the point of acquisition.
THE SOLUTION
A Centralized Platform That Lived Inside Slack
Because Normalyze ran on Slack, MarketBeam’s Slack integration was central to how the program operated. Employees received content to share directly in Slack and could reshare to LinkedIn without ever switching platforms. This removed the friction that typically kills employee advocacy programs and matched the natural flow of how the Normalyze team communicated day to day. The result was high, consistent participation from a team that was already motivated and now had the easiest possible path to act on it.
New Employee Onboarding Built MarketBeam In from Day One
Rather than treating onboarding as a one-time event, Normalyze embedded MarketBeam into their new employee onboarding process. Every new hire was introduced to the platform from their first days at the company, which meant the advocacy program grew automatically in line with the team. As Normalyze scaled through its growth phase, the employee base in MarketBeam expanded in parallel, keeping amplification reach growing without requiring a separate campaign or re-onboarding effort each time headcount increased.
Meticulous Measurement of Executive Content and Event Amplification
Every executive post and reshare was tracked through MarketBeam’s analytics, giving the leadership team a precise view of which content was landing and what was driving engagement. This mattered most at conferences and company-hosted events, where LinkedIn amplification became a critical part of the go-to-market playbook. Before, during, and after events, the team coordinated posts across the employee base to maximize visibility at the moments that mattered most, and MarketBeam’s analytics gave them the data to know exactly how much reach they were generating and where.
THE RESULTS
130%
Increase in LinkedIn audience growth
>$95,000
Earned Media Value (EMV)
480%
Increase in peak monthly web traffic
THE BENEFITS
Slack-native sharing that matched how the team worked — employees could receive and reshare content directly from Slack, removing any barrier between the intention to participate and the act of sharing, driving consistently high engagement across the team.
Advocacy that scaled automatically with headcount — embedding MarketBeam in new employee onboarding meant every new hire joined the program from day one, keeping amplification reach growing in step with the company without any additional effort from the marketing team.
Granular executive performance data — every post and reshare from senior leadership was tracked individually, giving the CEO and team precise visibility into what content was driving the strongest results and how executive presence was contributing to brand growth.
Maximum LinkedIn impact at conferences and events — coordinated amplification before, during, and after key industry events turned every conference appearance into a LinkedIn moment, with analytics confirming the reach and engagement each event generated.
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