Overview

In 2019, JFrog selected BOCA Marketing Agency as its boutique communications partner with a clear mandate: help prepare the company to go public and build a durable market leadership narrative around its DevSecOps. From that first engagement through the IPO in September 2020 and over the subsequent five-plus years, BOCA served as JFrog’s primary U.S. communications partner, driving corporate, executive, product, and developer-focused programs up until February 2026.

Challenge

JFrog entered 2019 with ambitious growth plans and a bold, explicit goal: it intended to go public. At the same time, the company needed to increase awareness, mindshare, and share of voice across multiple audiences—business, enterprise, and developers—while firmly establishing itself as the category leader in DevSecOps. JFrog wanted a high-touch, senior-led agency partner that could operate as an extension of the in-house team, bring IPO experience, and help architect a communications engine that would scale pre- and post-IPO.

In early 2020, the COVID-19 pandemic introduced significant uncertainty into the market and media landscape, complicating IPO timing and narrative planning. Despite this, JFrog and BOCA remained committed to the IPO goal and needed to sustain momentum while navigating rapidly changing business conditions and media priorities.

Strategy

One year ahead of the IPO, BOCA and JFrog put a deliberate communications rhythm in place, aligning tightly with best-practice IPO timelines. This included:

• Solidifying JFrog’s core messaging and positioning to cement its leadership in DevSecOps.
• Building an integrated corporate and product communications plan spanning thought leadership, customer and partner storytelling, and technical narratives for developer audiences.
• Establishing executive platforms for the CEO and leadership team, including consistent media engagement, bylines, and speaking opportunities to position them as authoritative voices on software delivery, DevSecOps, and business technology issues.
• Designing an IPO-focused media playbook that followed a structured timeline: long-range narrative development, six-month-out IPO-specific media preparation, three-month-out message discipline and lock-down, and a tightly choreographed day-of IPO media program.

Throughout COVID’s early disruption, BOCA and JFrog adapted tactics but not goals, shifting emphasis to digital channels, virtual briefings, and reinforcing JFrog’s relevance in a world where continuous software delivery became even more business-critical.

Execution

From March 2020 forward, BOCA “hit the ground running” with a high-intensity media and communications program leading into and through the IPO. Key elements included:

• Corporate Communications and Earnings Support
  • Ongoing corporate news pipelines to maintain visibility and momentum in the business and technology press.
  • Support for quarterly earnings communications once JFrog became a public company, including messaging, media strategy, and amplification plans.

• Executive Brand Building
  • Thought leadership programs for the CEO and executive team, focused on clear points of view about DevSecOps, software release management, and broader technology and business themes.
  • Consistent pursuit of top-tier business and tech coverage, including an exclusive with a leading business outlet and a targeted “hit list” of high-impact publications.

• Technical and Developer-Focused Programs
  • Product communications around key launches, such as registry and distribution capabilities, designed to resonate deeply with the developer audience.
  • Campaigns around JFrog’s annual user conference, swampUP, positioning it as a must-attend event for the DevSecOps and software delivery community and using it as a platform for announcements and thought leadership.

• IPO-Day and Post-IPO Media Engine
  • A coordinated IPO coverage program designed to secure high-volume, high-quality media on listing day and immediately after the quiet period.IPO-Best-Practice-One-Pager.pptx+1
  • Post-IPO media efforts that integrated earnings, partner and product news, market surveys, and deeper collaboration with customers and “SuperFrogs” to sustain momentum.

BOCA also implemented rigorous measurement, tracking metrics such as total pieces of coverage, mix of corporate vs. product vs. thought leadership, inclusion in priority outlet lists, and share of voice against competitors.

Results

The JFrog IPO on September 16, 2020, was a clear success and served as a visible validation of the joint communications strategy and execution. In the core IPO window, BOCA and JFrog generated substantial media impact, including:

• 387 total pieces of coverage in a key quarter, spanning bylines, standalone articles, features, and mentions, driven largely by the IPO, strategic product announcements, and thought leadership.
• Inclusion in JFrog’s targeted top media list, covering both business and technology publications.
• More than 14.5 billion unique monthly views across outlets featuring JFrog coverage, underscoring the reach and impact of the program.

Over the full six-year relationship, BOCA helped JFrog:

• Grow awareness, mindshare, and share of voice across business decision-makers, enterprise buyers, and developers.
• Cement its position as a recognized leader in DevSecOps, both before and after becoming a public company.
• Build enduring executive brands and sustain a consistent, disciplined communications engine supporting quarterly earnings, product innovation, and community engagement through events like swampUP.

Partnership Legacy

From 2019 through February 2026, JFrog and BOCA maintained a deep, high-touch partnership in which BOCA acted as an extension of JFrog’s internal team—senior-led, boutique, and focused on long-term outcomes rather than one-off campaigns. The relationship demonstrates how an aligned, strategy-first communications partner can help an ambitious technology company navigate the complexities of an IPO, thrive as a public company, and continually reinforce category leadership over many years.

Thank you for this amazing opportunity. 

About BOCA Marketing Agency
BOCA is a purpose-built B2B tech marketing and communications agency at the forefront of AI-native technologies. We turn complex innovation into clear, compelling positioning for AI and emerging tech brands, amplified through multi-channel, intent-based campaigns that build awareness and a high-quality sales pipeline. Tech innovators partner with BOCA’s marketing-as-a-service model to extend their teams and execute go-to-market strategies that drive growth. Our work has fueled more than $36B in M&A, delivering measurable business impact.