Delinea-Funded Webinar Campaigns Take Maser's Security Expertise to Councils and Universities
Delinea wanted its partner Maser winning Privileged Access Management (PAM) projects in the Australian public sector. Maser has the same goal and needed a credible way to reach council and university security teams. Going to market together had to carry both brands.
This case study covers the two Delinea-funded webinar campaigns Filament ran for Maser: local government in December 2025 and higher education in May 2026. It explains how Delinea came to Filament, how we built each webinar and why Delinea commissioned the second campaign from Filament.
About Delinea
Delinea is a privileged access management (PAM) and identity security company headquartered in San Francisco. It formed in 2021 when two long-standing PAM vendors, Thycotic and Centrify, merged, and it took the Delinea name in 2022.
The Delinea Platform secures the credentials, secrets and privileged accounts that people, machines, applications and AI agents use to reach an organisation’s most sensitive systems. Gartner named Delinea a Leader in its 2025 Magic Quadrant for Privileged Access Management.
In Australia and New Zealand, Delinea sells through channel partners who implement and support the platform. Maser is one of them. An Australian technology provider with more than 40 years in market, Maser delivers identity and security solutions through its Network IQ practice, and has worked with Delinea for a decade.
Industry: Identity Security, Cybersecurity
Type: Software Vendor
Offering: Privileged access management and identity security platform
Target Market: Enterprise and public sector organisations, through channel partners
Partner: Maser (Network IQ)
Filament Services Used:
- Account-Based Marketing
- Content Marketing
- Partner Marketing
Filament Solutions Used:
The Challenge: Serving a vendor's go-to-market and a partner's at the same time
Maser had spent more than two years helping councils lift their Essential Eight maturity, and it wanted more of that work. Delinea wanted the same councils running its platform.
At the time, councils were under growing pressure to reach Essential Eight Maturity Level 2. Requirements differed from state to state, and restricting administrative privileges was one of the eight controls. Most councils did not have the in-house skills to implement privileged access management on their own.
That gave Delinea and Maser different goals for the same campaign. Delinea wanted council security teams to treat PAM as part of any Level 2 plan and to see its platform as the answer. Maser wanted those teams to see a partner that understood their obligations and had already done the work inside councils.
So the campaign needed one combined brand story that served both go-to-market plans. A Delinea product webinar with a Maser logo on it would not have built Maser’s pipeline, and a Maser services pitch would have left Delinea’s platform in the background. Maser’s implementation experience and Delinea’s platform had to sit in the same conversation.
The Engagement: Delinea's marketing leader in the region brought Filament with him
Delinea did not run a pitch for this work. Deane Hornsby, Delinea’s Senior Marketing Director (APJ), had worked extensively with Filament in his previous role leading cloud and service provider marketing for APJ at Veeam. That was partner marketing: vendor-funded campaigns that partners took to their own customers.
When Deane moved to Delinea and needed a campaign for Maser, he brought Filament in directly. He had seen Filament build campaigns that advanced a partner’s go-to-market while keeping the vendor’s platform at the centre, and that was the brief here.
Filament scoped the first campaign in a proposal in October 2025. It set out the purpose, the target roles, the webinar concept and a roles matrix that assigned every task to Filament, Maser or Delinea. Delinea funded the campaign and supplied a solutions expert. Maser supplied its database, sent the emails and hosted the event. Filament built everything else.
The Solution: Webinars built and orchestrated for effectiveness
Filament delivered two complete webinar campaigns. Each included the webinar content, registration page copy, eight emails, an email header and an account-based LinkedIn campaign with four ads. The webinar sat at the centre of both, and every other asset existed to get the right people into the session.
Targeting local government decision makers: A Practical Guide to Implementing Privilege Management to Achieve Essential 8 Level 2
Filament designed the first webinar as a 45-minute panel. Kevin Redmond of Maser Network IQ hosted, with Andrew Leckie, Maser’s senior security engineer, and Zeeshan Ilyas, Delinea’s lead cybersecurity solution engineer. Kevin put nine scripted questions to the panel, from why PAM matters for Level 2 to where councils stall and how long a project takes.
The run sheet assigned every question, answer and slide. The 26-slide deck drew on the ASD Essential Eight Maturity Model, OAIC breach data and Gartner’s PAM maturity curve. Filament also wrote three questions to open the Q&A, ran the rehearsal and moderated the live chat.
Targeting higher education decision makers: Identity Sprawl in the Higher Education sector
For universities, Filament changed the format. The second webinar was a two-person session built around four live demonstrations of the Delinea Platform: the general dashboard, shadow admin discovery, password rotation, and AI and non-human identity posture. Ben Vertigan of Maser Network IQ led the conversation, and Daniel Comarmond, Delinea’s technical channel account manager for Asia-Pacific, ran the demos.
Filament organised the 20-slide deck around Visibility, Control and Posture. The run sheet scripted every switch between slides and the live platform, so each demo answered a question Ben had just asked about university environments.
Account-based promotion and registration
Both campaigns went after named accounts. Filament built an account-based LinkedIn campaign for each, targeting security roles from Maser’s database and, for councils, a purchased local government list. We wrote and designed all eight ads.
We also wrote eight emails per campaign (three promotional emails, a registration confirmation, two reminders and two post-event follow-ups) and designed the email headers. Maser sent them from its own platform. Filament wrote the registration page copy for both events, and Maser built the pages on Livestorm.
The Benefit: A joint webinar format Maser and Delinea can replicate for the next segment
Maser now has a joint webinar format it has run twice with Delinea, in two different markets. The second campaign showed the format could travel. A panel that suited council security teams became a demo-led session for university IT, and the split between partner and vendor stayed the same.
The run sheets do much of that work. Each gives Maser’s presenter and Delinea’s expert a script that keeps both brands in the conversation: Maser speaks to implementation and the customer’s environment while Delinea shows the platform, and neither presenter has to improvise a handover.
Each webinar also left Maser with assets for sales follow-up. The local government recording runs about 45 minutes and covers the ground of a first meeting with a council: why PAM matters for Level 2, where projects stall and how to scope one. Maser’s team can send it ahead of a first call, and the closing slide points every viewer to a consultation with Kevin Redmond.
The Result: Delinea commissioned a second campaign
Both webinars went live on their advertised dates, with Maser and Delinea presenting side by side.
- Six weeks from proposal to broadcast: Filament proposed the first campaign on late October 2025. The webinar went live early December 2025, with the content, promotion and rehearsal delivered in between.
- Two segments, two recorded webinars: The local government and higher education sessions are both available on replay, along with the decks and run sheets behind them.
- A second campaign, funded by Delinea: On the strength of the first, Delinea funded a second campaign with Maser and Filament, aimed at a new segment for the partnership: universities and higher education.
Are you looking to take a cybersecurity product or service to market?
Filament plans and runs vendor co-funded go-to-market campaigns for MSPs and cybersecurity providers, from the evidence base through to lead capture. Talk to us about cybersecurity marketing, or read our guide to accessing Market Development Funds.