Cyber Security Marketing Ideas & Tips: Six Things to Do Differently for Sales Enablement. Whether selling cybersecurity products and services directly or through channel partners, today’s landscape requires being very deliberate in whom to target and how to engage with them. Inbound Marketing with tons of performing content . In this bottom-up approach, we focused our marketing efforts directly on the developers who were responsible for writing more secure software, skipping the middle-management layer altogether—or at least building the organizational groundswell first with users before moving up. Customers are often reluctant to announce to the world what products and solutions they use to keep their organizations secure. If you’re not sure how to begin creating your buyer persona, Hubspot’s MakeMyPersona is a helpful free tool. With so many vendors pitching their solutions, the cybersecurity space can be noisy and confusing with little differentiation in messaging, which can quickly become frustrating for buyers. To provide even more in-depth insights and strategies for potential customers, offer them ebooks that are free to download from your site. The company offers a range of marketing services specifically targeted at companies within your region who supply cyber security products and/or consultancy. If you’re considering bringing on additional help with your cybersecurity marketing plans and programs, we recommend reviewing our eBook, Finding the Right Cybersecurity Marketing Partner, or you can contact us directly for an introductory chat. 9 Ideas for Small and Medium Sized Business to use during Cyber Security Awareness Month. Once these assets are created, use this content to nurture new and existing prospects. Make your blog a main feature of your site, and regularly post articles with helpful, informative tips. With that in mind, here are some tips to help you better address the marketing needs of your cybersecurity company: Credibility is, of course, important in every industry, but it’s particularly important for cybersecurity companies. Tip: Be creative in finding ways to showcase your solution’s value in the customer’s voice and “promote” a happy customer without having them tout your products overtly. Accounts. We’d love to hear from you! In a mid-market commercial environment, seasoned Sales Executive Joel Broyhill shares how important it is to remain open to targeting different personas rather than the obvious ones, especially in the early stages of a company maturing their sales and marketing functions. Working with our clients on a range of cybersecurity marketing efforts, from market assessment to branding and messaging to marketing program development, we set the foundation for sales to get in front of the right prospects in the right way to drive the company’s overall growth objectives. The world’s largest cyber security firms spent startling amounts on sales and marketing last year, allocating 41% of revenue to their commercial activities. If a marketing team is operating online without the security team’s awareness, the company could encounter one or more of the many cyber threats detrimental to their business. Go beyond the general and, instead, discuss with your customers how their product or service meets their unique needs. Offering your customers value should begin before, not after, you close a deal. You can also offer premium ebooks to your users as thank you’s or rewards. If it’s a government target, focus on the standards they must adhere to, such as JITC (Joint Interoperability Test Command) or TAA (Trade Agreement Act). You can promote these informative blog posts and ebooks on social media using both organic and paid campaigns, filling your social media pages with original content while creating campaigns targeted specifically to certain industries. For many marketers, targeting Reddit is a no-brainer. You need to find the most effective ways to reach, engage and nurture them with relevant information on an ongoing basis. TC-1 Table of Contents Section Page #s Thank you for using the FCC’s Small Biz Cyber Planner, a tool for small businesses to create customized cyber security planning guides. Creating buyer personas – or semi-fictional representations of real customers based on actual customer data and market research – is the best strategy for acquiring this deep customer knowledge and marketing to each of them accordingly. Community & influencer marketing on Reddit, HackerNews and social media. We started to see success by targeting business leaders instead, and having them champion the solution with the CISO.”. The global cyber threat continues to evolve at a rapid pace, with a rising number of data breaches each year. Businesses large and small need to do more to protect against growing cyber threats. One of the best ways to do this is to offer your customers free value. Tech innovators from the likes of Dell, IBM, and Noblis have participated in this global event for over 7 years. Having worked in the government sector for over twenty years, Booth attributes this to the executive role having an “expiration date” of 2-3 years. Creative Messaging. With that in mind, here are some tips to help you better address the marketing needs of your cybersecurity company: Credibility is, of course, important in every industry, but it’s particularly important for cybersecurity companies. This is the case with marketing, too. … It may be an odd concept to team up the CISO and CMO teams together, but in our company, whose sole focus is security and … See all of our ideas to engage your staff and build a cyber awareness program. www.dflabs.com This document is intended only for the use of the individual or entity to which it is provided and contains information that is privileged, confidential, and may be exempt from disclosure under applicable law. We’d love to hear from you. Defense in Depth The principle that each layer of security doesn't assume anything. On the other hand, if a security team knows what tools and assets the marketing team is using, it can be vigilant of common attacks that occur in those online spaces. , not after, you close a deal. This leads us to another important point: In order to understand the security issues that affect your targeted customers’ industries the most, you’ll need to develop a deep understanding of your buyers. Taking the time to understand the unique security needs of your target customers’ industries, and offering them actionable advice and insights based on your needs, will help you establish your credibility in the industry, encourage customers to buy, and retain that coveted base of loyal customers who keep coming back. This eBook is designed for the entrepreneur that hasn’t had much exposure to marketing, knows he or she should be doing something, but isn’t sure where to start, how to focus, or where to double down when it comes to developing a marketing and business development strategy. Home   /   Cyber Security Marketing Ideas & Tips: Six Things to Do Differently for Sales Enablement. They’re also looking for a good solution that will help them protect their business – meaning there’s a lot at stake when it comes to choosing from the thousands of cybersecurity options. B2B companies can make use of them as well. That means that rather than offer them the solution they’re already looking for, you should educate them about newer, better solutions that they themselves might not have thought about before. Learn to speak their language and build a relationship. This is particularly valuable for high-profile clients, such as F500 or other well-known entities. However, this is not necessarily the case when marketing cybersecurity products and services. If a target buyer is a hospital, focus on topics they care about, such as HIPAA. Creating a culture of cybersecurity in an organization requires the talent of a marketing department that, campaign after campaign, will reiterate the importance of security training, good password hygiene, physical security enforcement, social engineering awareness and so on. NCSA advises that companies must be prepared to “respond to the inevitable cyber incident, restore normal operations, and ensure that company assets and the company’s reputation are protected.” NCSA’s guidelines for conducting cyber … Importantly, you should create your personas based on the people in each company who are in charge of making the final decision about their cyber security strategy. This guide is not a substitute for consulting trained cyber security professionals. These days, it’s not enough to have a standard website -- you need a responsive website, which means a site that retains size, clarity, font, and color scheme when viewed on mobile devices. That makes it a lot easier to let them know what my company does and how our products can help them.”. Altogether, company collaborations have positively influenced cybersecurity market and it won’t be long until cyber-attacks will be deemed as a thing of the past. Cyber Security Marketing Services. Cyber Security Marketing Ideas & Tips: Six Things to Do Differently for Sales Enablement Working with our clients on a range of cybersecurity marketing efforts , from market assessment to branding and messaging to marketing program development, we set the foundation for sales to get in front of the right prospects in the right way to drive the company’s overall growth objectives. “And now they know me and trust that I know their pain points on this subject. While attending the larger cybersecurity industry events is a necessary element of marketing for many, it tends to help more with building brand awareness of your company rather than having an immediate impact on your pipeline. Marketing Envy specializes in B2B digital marketing solutions for cyber security companies that want to differentiate themselves, become the incumbent of their ecosystem in a language their customers understand and of course, grab those MQLs. Remember that your customers aren’t the cybersecurity experts –. Have you ever heard the expression “the first step to recovery is to admit you have a problem”? As such, unless companies invest in a robust, multi-channel lead generation plan for their presence at larger events, it’s common for very few “hot leads” to come through. In addition to creating customer personas based on demographic information such as location and gender, your cybersecurity company can develop a strategy for each persona based on industry needs and company goals. Tip: Deeply immerse yourself in the buyer personas engaged in both using and purchasing your solutions. While buyer personas tend to be associated with B2C companies – such as retail or e-commerce marketing – B2B companies can make use of them as well. can be applied to any industry, they’re especially important for cybersecurity companies, which need to establish a strong sense of trust within their customers. The Marketing – Cyber Security Disconnect. Secure Testing Testing cycles designed to discover security vulnerabilities. Here at Ranky, we’ve worked with a range of cybersecurity clients, from the leading security orchestration platform Siemplify to the automotive cybersecurity platform Karamba Security.While our favorite digital marketing strategies can be applied to any industry, they’re especially important for cybersecurity companies, which need to establish a strong sense of trust within their customers. This may sound obvious, but you’d be surprised how many marketers use white papers as first-touch lead generation activities, and then follow-up after customer visits or other interactions with glossy, shiny marketing material. Matthew Fisch, Cybersecurity Consultant and SVP Sales for security company Towerwall, Inc. emphasize that getting in front of the right buyers requires you to “swim in their lane.” Matthew says you need to engage and hang out where they hang out, and not just attend security-focused events. Done right, a technical white paper can be very useful for engaging technically oriented prospects. Medical services, retailers and public entities experienced the most breaches, wit… While our favorite digital marketing strategies can be applied to any industry, they’re especially important for cybersecurity companies, which need to establish a strong sense of trust within their customers. You’ll need to show your customers that you know the ins and outs of their industry and can address their cyber problems accordingly. Cybercrime can totally disrupt a company’s marketing activities. The National Cyber Security Alliance, through SafeOnline.org, recommends a top-down approach to cyber security in which corporate management leads the charge in prioritizing cyber security management across all business practices. B2B Marketing Agency: Outsourced SMB marketing services, 13 Highland Circle, Unit G, Needham Heights, MA 02494 (866)-620-6629   [email protected], © Copyright 2020 Magnetude Consulting. These are: Understanding your audience; Providing education; Gaining trust/showcasing expertise; Creating a sense of urgency; Take away the fear; 1. In government, for example, it is almost always assured that the top executives will pass purchase decisions off to their direct reports. While the reason is obvious – inviting a breach from a hacker who knows the loopholes – it leaves cybersecurity marketers with a problem. for Security Operations and Incident Response Identifying Which KPIs Should Be Set, Monitored and Measured John Moran, Senior Product Manager . “Then, when the topic of security comes up, I act as an advisor to help them build business solutions, whether it’s with my company or recommending products and services that I’m familiar with from being immersed in the industry. Another way to get your name out there without having your customer reveal any security secrets is to invite clients to discuss trends in published content, ideally in alignment with your solutions, even if they don’t reference them directly. Security by Design Architecting and designing systems, applications and infrastructure to be secure. In our Cybersecurity Market Outlook: 2018 Industry Trends and Insights we highlight the key trends in cybersecurity that can help further augment your cybersecurity marketing plan and boost your sales enablement. If you’re not sure how to begin creating your buyer persona, Hubspot’s, Offering your customers value should begin. With cybersecurity clients spanning network security, mobile security, SIEM, threat detection and more, Magnetude Consulting can lead a range of cybersecurity marketing initiatives, often working with clients on an ongoing basis to support go-to-market efforts—from customer acquisition to retention to market … are. This is because cybertech customers aren’t only looking for a good solution to help them expand and improve business. Some examples of marketing tactics we included were targeting very technical keywords, creating technical content, engaging on GitHub and Stack Overflow, and going to developer Meetups, among others. The cybersecurity market is constantly and rapidly evolving, which makes marketing a security company challenging. “An executive strategic decision maker in the government sector has that power but rarely uses it,” said Booth. Tip: Leverage sales intelligence tools such as DiscoverOrg to develop industry vertical segmentation with tight targeting and associated list development, and create specialized content and campaigns accordingly. The unique thing about ICCS is that it only occurs every 18 months, adding prestige and rarity to the event. Later, you can follow up with suggested security solutions positioned to them around the specific problems you know they face. Taking the time to understand the unique security needs of your target customers’ industries, and offering them actionable advice and insights based on your needs, will help you establish your credibility in the industry, encourage customers to buy, and retain that coveted base of loyal customers who keep coming back. Marketing teams in every cybersecurity company know the challenges around case studies and testimonials in this market. Cyber security is crucial to the success of a business, and so is marketing. The damage caused by cybercrime is estimated to hit $6 trillion by the year 2021. Once users leave their details on your site, for example, you can send them a thank you email complete with a free downloadable ebook to keep them engaged and drive them through the sales funnel. In order to stand out from the myriad of options while showcasing your unique knowledge and credibility in the field, your cybersecurity company should offer potential customers specific solutions in their marketing and sales efforts. This figure is more than double (112%) the number of records exposed in the same period in 2018. Content Marketing for the Cyber Security Industry. Turn your website into a resource that not only describes your company but that, even more importantly, explains key concepts to users and provides them with actionable advice. The cyber security threat has become more complex, and organisations must first understand what it means for them, the level of acceptable risk and key areas for investment in cyber security. Charles Booth, Vice President of Sales in the IoT, Cybersecurity, and Networking departments says that top executives rarely pull the trigger when it comes to security solutions. In addition to creating customer personas based on demographic information such as location and gender, your cybersecurity company can develop a strategy for each persona based on industry needs and company goals. Since most buyers of cybersecurity products face the same pain points, too many vendors end up sounding the same. All rights reserved. Cyber security and defense against online threats undertake greater significance in today’s digital changing landscape These services … We’ve compiled a set of six tactics to consider as part of your cybersecurity sales and marketing efforts. In marketing products and services in general, it’s easy to assume that going “to the top” will get you faster results because the executives are the decision-makers, right? One method Matthew Fish used with great success was a white paper he authored on GDPR, which he used to start conversations with key executives at the vertical-focused events he attended. their business – meaning there’s a lot at stake when it comes to choosing from the thousands of cybersecurity options. By all means, include the glitz, but be sure to leave prospects with a substance they can use. Let’s face it – the cybersecurity market is crowded and noisy. Along with the above, it is imperative to understand the various personas involved in both purchasing and using your solution and then planning the right marketing activities to support them. Instead, marketers should focus on topics their prospects care about, relevant to each target vertical. Remember that your customers aren’t the cybersecurity experts – you are. Understanding your audience. CMOs are not typically involved in managing cyber risk; in fact, only 22% of consumer product companies include CMOs on incident-response teams in the event of a cyber breach. They’re also looking for a good solution that will help them. More … Why? Want to get more information and updates on Cyber-security? Interested applicants should submit their resume to [email protected] Cover letters are not required, but we do ask for a link to your LinkedIn profile, and we will follow up with all candidates who may be a fit. While the executives may love your pitch and think your products have value, they will often pass the purchase decision down to middle management or the technical and engineering teams. Instead, use it as a follow-up from other lead generation efforts, whether digital advertising campaigns or an in-person interaction. Closing out our list is the International Conference on Cyber Security (ICCS). Have your own cybersecurity marketing tips to share? The cyber security market size was valued at $149.67 billion in 2019 and is projected to reach $304.91 billion by 2027, growing at a CAGR of 9.4% from 2020 to 2027. Buyers of security solutions all want secure end-points, a secure network, the ability to detect a breach, secure software development practices, strong governance, remediation policies in place, and the ability to gain rapid insights when a breach does occur, to name a few. After all, those are the people you need to convince in order to close the deal. Tip: By all means, pitching executives at the highest level are sometimes the best path forward, but don’t rely solely on going to the top. It provides detailed, high-value information that the customer cares about while positioning the company as a thought leader, which drives credibility in support of sales. There’s a lot at risk for the buyers, and we aim to help you do a better job at selling to them. Some of these come from our own client experience, and others are the result of successes from other sales leaders in the industry. “I’d follow up after in-person interactions with key executives by giving them my GDPR white paper, which they found very useful,” said Fish. This serves as high-value content as well as education around the challenges presented and a solution offered. Instead, they may focus on the pain points their solution addresses across sectors, and treat verticals as an afterthought. Indeed, some companies exceeded 50% and even 60%. Selling Cyber is a special quarterly feature devoted to cybersecurity sales and marketing professionals. While some cybersecurity companies have embraced a “bottom-up” revenue model – targeting developers, analysts, and other users of a solution – many firms still vie for the attention of executives. That means that rather than offer them the solution they’re already looking for, you should educate them about newer, better solutions that they themselves might not have thought about before. This approach is generally not sufficient to stand out in the cybersecurity space. Have your own cybersecurity marketing tips to share? To do this well, we recommend creating some marketing personas. The simple association with them can get you noticed. Secure Coding A series of principles and practices for developing code that is free of security vulnerabilities. Keep in mind that you should not use a valuable white paper for cold, top-of-funnel lead generation, as it may never get the attention it deserves. Cyber security is a serious business, dealing with serious issues that can impact the digital health and profitability of individuals or corporations alike. Discuss your needs, get our advice, and see if we can help further. While there, introduce yourself and talk with them about the key issues they face. Discuss cybersecurity solutions from the buyer’s perspective, relevant to their day-to-day – and to do so in their language. Selling cybersecurity is different than selling other IT products and services. This builds trust and you can bet when they are ready to buy, I’m on their short list.”. Filing history for CYBER SECURITY MARKETING EVENTS LIMITED (11562853) People for CYBER SECURITY MARKETING EVENTS LIMITED (11562853) More for CYBER SECURITY MARKETING EVENTS LIMITED (11562853) Registered office address 51a St. Pauls Street, Leeds, England, LS1 2TE . Without proper security strategies in place, data-driven marketing tactics could leave consumers increasingly exposed to cyber threats. There are five key tips to developing a cybersecurity marketing strategy. For example, as part of our cybersecurity marketing practice, we recently worked with a client who sold security tools to developers and designed a go-to-market that was heavily “bottom-up” versus a “top-down approach” as is typical in many non-cybersecurity markets. For executives to make a purchase decision, they would need to deeply immerse themselves in the process, which ties them up and keeps them from focusing on strategy, an integral part of an executive’s job. Cyber security, also referred to as IT security, emphasizes on safeguarding computers, programs, networks, and data from unlicensed or spontaneous access. You are the Business Development Manager of a marketing and public relations company called Cyber Security Marketing Services (CSMS). The point, after all, is to drive customers to your site and to showcase your company’s knowledge of the industry so that customers will buy. It’s not enough for customers to trust that a cybertech solution is generally good; they also need to know that it’s good for them. So what, exactly, constitutes free value? Cyber Security Planning Guide . This is because cybertech customers aren’t only looking for a good solution to help them expand and improve business. Much of your marketing work and sales outreach can (and often should) be focused on targeting across a range of levels within the organization. One way to help prospects understand the benefits of your solution without explicitly naming them is to write use case oriented thought leadership articles based on client engagement but anonymized and with broader best practices referenced. “If I want to sell into the banking or financial vertical, for example, I find events that they all go to, I get to know them, listen to them, and then build a real relationship,” said Fisch. Design a Responsive Website. To provide you with the best experience, please share your location. Today, marketing is still perceived as a risk in an organization's security posture, and marketers have become accustomed to being tagged as potential targets. Here at Ranky, we’ve worked with a range of cybersecurity clients, from the leading security orchestration platform Siemplify to the automotive cybersecurity platform Karamba Security. By Nili Molvin Zaharony; on Jan 22, 2017; in Blog . How can you maximize the value of a happy and satisfied customer for prospecting efforts? It’s not enough for customers to trust that a cybertech solution is generally good; they also need to know that it’s good, This leads us to another important point: In order to understand the security issues that affect your targeted customers’ industries the most, you’ll need to develop a deep understanding of your buyers. For those already in the tech field that are looking to become entrepreneurs in the cyber security should expect to make more money as this is a growing field that has seen professionals earning big bucks. Our cyber experts have an in-depth understanding of the threat landscape and take a risk-based approach to identifying how it impacts individual organisations. Tip: Swim in your customer’s lane by finding the industry-focused events they frequent and attend them as an engaged participant. Creating buyer personas, While buyer personas tend to be associated with B2C companies. Tip:  Build into your cybersecurity content marketing plan a list of topics that would provide value to your customers based on issues they face on a daily basis. Crawford begins by describing his four-prong approach to marketing for security solution providers. Cycles designed to discover security vulnerabilities: Deeply immerse yourself in the same s MakeMyPersona is a helpful free.! 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