cyber security marketing activities

There’s a lot at risk for the buyers, and we aim to help you do a better job at selling to them. While vertical marketing strategies are commonplace due to their effectiveness, many smaller cybersecurity firms still shy away from narrowing their focus to a few key verticals for fear of alienating a potential prospect that does not fall within those parameters. Discuss cybersecurity solutions from the buyer’s perspective, relevant to their day-to-day – and to do so in their language. 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. 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. Done right, a technical white paper can be very useful for engaging technically oriented prospects. Company status Active Company type Private limited Company Incorporated on 11 September 2018. The simple association with them can get you noticed. 9 Ideas for Small and Medium Sized Business to use during Cyber Security Awareness Month. One of the best ways to do this is to offer your customers free value. This figure is more than double (112%) the number of records exposed in the same period in 2018. for Security Operations and Incident Response Identifying Which KPIs Should Be Set, Monitored and Measured John Moran, Senior Product Manager . Crawford begins by describing his four-prong approach to marketing for security solution providers. 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. Customers are often reluctant to announce to the world what products and solutions they use to keep their organizations secure. The best marketing strategies for security companies will be targeted and specific to ensure that the message is clear and delivered to the appropriate audience. The world’s largest cyber security firms spent startling amounts on sales and marketing last year, allocating 41% of revenue to their commercial activities. 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. This serves as high-value content as well as education around the challenges presented and a solution offered. We started to see success by targeting business leaders instead, and having them champion the solution with the CISO.”. We’d love to hear from you! Home   /   Cyber Security Marketing Ideas & Tips: Six Things to Do Differently for Sales Enablement. Community & influencer marketing on Reddit, HackerNews and social media. 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. To provide even more in-depth insights and strategies for potential customers, offer them ebooks that are free to download from your site. 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. “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. By Nili Molvin Zaharony; on Jan 22, 2017; in Blog . Cyber Security Marketing Services. However, this is not necessarily the case when marketing cybersecurity products and services. Sign up to keep up to date on our latest news and resources. The unique thing about ICCS is that it only occurs every 18 months, adding prestige and rarity to the event. Much of your marketing work and sales outreach can (and often should) be focused on targeting across a range of levels within the organization. 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. Have your own cybersecurity marketing tips to share? 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. This is the case with marketing, too. Make your blog a main feature of your site, and regularly post articles with helpful, informative tips. 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. 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). Introduction ^ there are 6 tasks to be completed. 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 . You’ll need to show your customers that you know the ins and outs of their industry and can address their cyber problems accordingly. Tech innovators from the likes of Dell, IBM, and Noblis have participated in this global event for over 7 years. Medical services, retailers and public entities experienced the most breaches, wit… 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? In government, for example, it is almost always assured that the top executives will pass purchase decisions off to their direct reports. 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. Accounts. If a target buyer is a hospital, focus on topics they care about, such as HIPAA. 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. 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. If you’re not sure how to begin creating your buyer persona, Hubspot’s MakeMyPersona is a helpful free tool. 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. Security is complicated and must take into account adherence to standards bodies, compliance, current existing infrastructure, and vendor compatibility. Understanding your audience. their business – meaning there’s a lot at stake when it comes to choosing from the thousands of cybersecurity options. 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. This is because cybertech customers aren’t only looking for a good solution to help them expand and improve business. 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. by Rebecca Strehlow, on Feb 13, 2018 3:18:50 PM. 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. Creating buyer personas, While buyer personas tend to be associated with B2C companies. 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. If you’re not sure how to begin creating your buyer persona, Hubspot’s, Offering your customers value should begin. Marketing teams in every cybersecurity company know the challenges around case studies and testimonials in this market. He also talks about a number of vexing topics, such as: How to base your marketing strategy on the age and size of your business; How to divide your time and resources between the four prongs of marketing; How much of your revenue should be reinvested into marketing your business. This guide is not a substitute for consulting trained cyber security professionals. Learn to speak their language and build a relationship. Want to get more information and updates on Cyber-security? 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 … That makes it a lot easier to let them know what my company does and how our products can help them.”. For many marketers, targeting Reddit is a no-brainer. “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. 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. The Marketing – Cyber Security Disconnect. 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. Tip: Swim in your customer’s lane by finding the industry-focused events they frequent and attend them as an engaged participant. Indeed, some companies exceeded 50% and even 60%. Without proper security strategies in place, data-driven marketing tactics could leave consumers increasingly exposed to cyber threats. Discuss your needs, get our advice, and see if we can help further. , not after, you close a deal. The global cyber security market size was valued at USD 156.5 billion in 2019 and is expected to expand at a compound annual growth rate (CAGR) of 10.0% from 2020 to 2027. 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. Some of these come from our own client experience, and others are the result of successes from other sales leaders in the industry. After all, those are the people you need to convince in order to close the deal. “We had been targeting CISOs with our solution but started to realize that some of the lines of business leaders actually had a greater vested interest in investing in our solution. Join our LinkedIn group >> AVOIDING THE PICARD FACEPALM GIF: HOW TO EFFECTIVELY USE REDDIT FOR CYBERSECURITY MARKETING. These are: Understanding your audience; Providing education; Gaining trust/showcasing expertise; Creating a sense of urgency; Take away the fear; 1. 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. “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. Cyber security is a serious business, dealing with serious issues that can impact the digital health and profitability of individuals or corporations alike. You are the Business Development Manager of a marketing and public relations company called Cyber Security Marketing Services (CSMS). 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. Go beyond the general and, instead, discuss with your customers how their product or service meets their unique needs. Have you ever heard the expression “the first step to recovery is to admit you have a problem”? 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. 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. Selling cybersecurity is different than selling other IT products and services. 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. B2B companies can make use of them as well. 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. 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. So what, exactly, constitutes free value? 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. We’d love to hear from you. are. Once these assets are created, use this content to nurture new and existing prospects. This approach is generally not sufficient to stand out in the cybersecurity space. Cybercrime can totally disrupt a company’s marketing activities. Selling Cyber is a special quarterly feature devoted to cybersecurity sales and marketing professionals. Instead, marketers should focus on topics their prospects care about, relevant to each target vertical. “An executive strategic decision maker in the government sector has that power but rarely uses it,” said Booth. Businesses large and small need to do more to protect against growing cyber threats. A report by RiskBased Securityrevealed that a shocking 7.9 billion records have been exposed by data breaches in the first nine months of 2019 alone. Besides cyber security training programs, collaborations across several industries have proven fruitful on the quest to limit cyber-attacks. 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. 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. 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. The damage caused by cybercrime is estimated to hit $6 trillion by the year 2021. Creative Messaging. 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. 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. To provide you with the best experience, please share your location. Have your own cybersecurity marketing tips to share? 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. There are five key tips to developing a cybersecurity marketing strategy. 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. 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. To do this well, we recommend creating some marketing personas. Secure Coding A series of principles and practices for developing code that is free of security vulnerabilities. Instead, they may focus on the pain points their solution addresses across sectors, and treat verticals as an afterthought. 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. Closing out our list is the International Conference on Cyber Security (ICCS). All rights reserved. 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. 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. Then, focus your marketing efforts where you will get the most bang for your buck, and build that into your marketing and sales enablement plans. Remember that your customers aren’t the cybersecurity experts – you are. 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. 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. This is particularly valuable for high-profile clients, such as F500 or other well-known entities. Since most buyers of cybersecurity products face the same pain points, too many vendors end up sounding the same. The global cyber threat continues to evolve at a rapid pace, with a rising number of data breaches each year. Tip: Deeply immerse yourself in the buyer personas engaged in both using and purchasing your solutions. Cyber Security Planning Guide . 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. By all means, include the glitz, but be sure to leave prospects with a substance they can use. 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. As a cybersecurity company trying to grow your customer base, you’re going to want to use inbound marketing strategies that organically drive your customers to you. 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. 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