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. Make your blog a main feature of your site, and regularly post articles with helpful, informative tips. 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. After all, those are the people you need to convince in order to close the deal. 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 because cybertech customers aren’t only looking for a good solution to help them expand and improve business. Contact us today to schedule an introductory session. You’ll need to show your customers that you know the ins and outs of their industry and can address their cyber problems accordingly. “And now they know me and trust that I know their pain points on this subject. 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. If a target buyer is a hospital, focus on topics they care about, such as HIPAA. Discuss cybersecurity solutions from the buyer’s perspective, relevant to their day-to-day – and to do so in their language. 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. 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? 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. 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. 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. Remember that your customers aren’t the cybersecurity experts –. for Security Operations and Incident Response Identifying Which KPIs Should Be Set, Monitored and Measured John Moran, Senior Product Manager . 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. by Rebecca Strehlow, on Feb 13, 2018 3:18:50 PM. 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. Much of your marketing work and sales outreach can (and often should) be focused on targeting across a range of levels within the organization. It comprises network security, application security, endpoint security, identity … Community & influencer marketing on Reddit, HackerNews and social media. 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. Without proper security strategies in place, data-driven marketing tactics could leave consumers increasingly exposed to cyber threats. 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 . Since most buyers of cybersecurity products face the same pain points, too many vendors end up sounding the same. This serves as high-value content as well as education around the challenges presented and a solution offered. Have your own cybersecurity marketing tips to share? 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. 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. 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. Sign up to keep up to date on our latest news and resources. Cyber security, also referred to as IT security, emphasizes on safeguarding computers, programs, networks, and data from unlicensed or spontaneous access. Some of these come from our own client experience, and others are the result of successes from other sales leaders in the industry. Inbound Marketing with tons of performing content . 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. 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. 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 … 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 guide is not a substitute for consulting trained cyber security professionals. 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. 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. 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. 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 … “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. 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. One of the best ways to do this is to offer your customers free value. 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. Businesses large and small need to do more to protect against growing cyber threats. They’re also looking for a good solution that will help them. Home / Cyber Security Marketing Ideas & Tips: Six Things to Do Differently for Sales Enablement. How can you maximize the value of a happy and satisfied customer for prospecting efforts? Let’s face it – the cybersecurity market is crowded and noisy. Creative Messaging. their business – meaning there’s a lot at stake when it comes to choosing from the thousands of cybersecurity options. See all of our ideas to engage your staff and build a cyber awareness program. 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. 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. This builds trust and you can bet when they are ready to buy, I’m on their short list.”. 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. 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. 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. 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. 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. 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. Security by Design Architecting and designing systems, applications and infrastructure to be secure. are. Content Marketing for the Cyber Security Industry. We started to see success by targeting business leaders instead, and having them champion the solution with the CISO.”. Once these assets are created, use this content to nurture new and existing prospects. 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. 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. Tip: Deeply immerse yourself in the buyer personas engaged in both using and purchasing your solutions. “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. Cybercrime can totally disrupt a company’s marketing activities. Want to get more information and updates on Cyber-security? Cyber security is a serious business, dealing with serious issues that can impact the digital health and profitability of individuals or corporations alike. Customers are often reluctant to announce to the world what products and solutions they use to keep their organizations secure. 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 are the Business Development Manager of a marketing and public relations company called Cyber Security Marketing Services (CSMS). 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. There are five key tips to developing a cybersecurity marketing strategy. Learn to speak their language and build a relationship. 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. More … 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. 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. Closing out our list is the International Conference on Cyber Security (ICCS). 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. We’ve compiled a set of six tactics to consider as part of your cybersecurity sales and marketing efforts. Why? Instead, they may focus on the pain points their solution addresses across sectors, and treat verticals as an afterthought. The simple association with them can get you noticed. 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. 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. Selling cybersecurity is different than selling other IT products and services. Tip: Swim in your customer’s lane by finding the industry-focused events they frequent and attend them as an engaged participant. 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. 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. The global cyber threat continues to evolve at a rapid pace, with a rising number of data breaches each year. 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. 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. 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. 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. To provide even more in-depth insights and strategies for potential customers, offer them ebooks that are free to download from your site. Have you ever heard the expression “the first step to recovery is to admit you have a problem”? Cyber Security Planning Guide . Discuss your needs, get our advice, and see if we can help further. So what, exactly, constitutes free value? 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. Secure Testing Testing cycles designed to discover security vulnerabilities. Cyber security is crucial to the success of a business, and so is marketing. Instead, marketers should focus on topics their prospects care about, relevant to each target vertical. 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. “An executive strategic decision maker in the government sector has that power but rarely uses it,” said Booth. 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. The world’s largest cyber security firms spent startling amounts on sales and marketing last year, allocating 41% of revenue to their commercial activities. There’s a lot at risk for the buyers, and we aim to help you do a better job at selling to them. This is because cybertech customers aren’t only looking for a good solution to help them expand and improve business. 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. 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. 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. Privacy Policy. 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. B2B companies can make use of them as well. 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. Understanding your audience is essential, and should be the first step for all marketing strategies. This figure is more than double (112%) the number of records exposed in the same period in 2018. 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. We’d love to hear from you. Malware, data breaches, hacking, and crimes perpetuated through social engineering practices are drivers of the cyber security economy. Done right, a technical white paper can be very useful for engaging technically oriented prospects. The cybersecurity market is constantly and rapidly evolving, which makes marketing a security company challenging. Cyber Security Marketing Services. Remember that your customers aren’t the cybersecurity experts – you are. That makes it a lot easier to let them know what my company does and how our products can help them.”. If you’re not sure how to begin creating your buyer persona, Hubspot’s MakeMyPersona is a helpful free tool. 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. These services … Cyber security and defense against online threats undertake greater significance in today’s digital changing landscape “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. 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. You can also offer premium ebooks to your users as thank you’s or rewards. From themes to funny videos, we help you make a plan for cyber security awareness month. Understanding your audience. By all means, include the glitz, but be sure to leave prospects with a substance they can use. Join our LinkedIn group >> AVOIDING THE PICARD FACEPALM GIF: HOW TO EFFECTIVELY USE REDDIT FOR CYBERSECURITY MARKETING. Security is complicated and must take into account adherence to standards bodies, compliance, current existing infrastructure, and vendor compatibility. All rights reserved. While there, introduce yourself and talk with them about the key issues they face. 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. 9 Ideas for Small and Medium Sized Business to use during Cyber Security Awareness Month. Marketing teams in every cybersecurity company know the challenges around case studies and testimonials in this market. 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. Cyber Security Marketing Ideas & Tips: Six Things to Do Differently for Sales Enablement. However, this is not necessarily the case when marketing cybersecurity products and services. Go beyond the general and, instead, discuss with your customers how their product or service meets their unique needs. Medical services, retailers and public entities experienced the most breaches, wit… For many marketers, targeting Reddit is a no-brainer. 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. The damage caused by cybercrime is estimated to hit $6 trillion by the year 2021. 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. The company offers a range of marketing services specifically targeted at companies within your region who supply cyber security products and/or consultancy. Introduction ^ there are 6 tasks to be completed. 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. The unique thing about ICCS is that it only occurs every 18 months, adding prestige and rarity to the event. 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. “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. Accounts. Later, you can follow up with suggested security solutions positioned to them around the specific problems you know they face. This is the case with marketing, too. The Marketing – Cyber Security Disconnect. To provide you with the best experience, please share your location. To do this well, we recommend creating some marketing personas. 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. Have your own cybersecurity marketing tips to share? 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. These are: Understanding your audience; Providing education; Gaining trust/showcasing expertise; Creating a sense of urgency; Take away the fear; 1. 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. … While the reason is obvious – inviting a breach from a hacker who knows the loopholes – it leaves cybersecurity marketers with a problem. Besides cyber security training programs, collaborations across several industries have proven fruitful on the quest to limit cyber-attacks. 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. Ranky50 West 17th St.Manhattan, NYC--30 Ibn Gabirol St.Tel Aviv, Israel, Digital Marketing Strategies for Your Cybersecurity Company, Here at Ranky, we’ve worked with a range of cybersecurity clients, from the leading security orchestration platform, our favorite digital marketing strategies. Secure Coding A series of principles and practices for developing code that is free of security vulnerabilities. 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. Indeed, some companies exceeded 50% and even 60%. 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. Defense in Depth The principle that each layer of security doesn't assume anything. Selling Cyber is a special quarterly feature devoted to cybersecurity sales and marketing professionals. 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. , not after, you close a deal. 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. This is particularly valuable for high-profile clients, such as F500 or other well-known entities. Offering your customers value should begin before, not after, you close a deal. 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. Crawford begins by describing his four-prong approach to marketing for security solution providers. 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. If you’re not sure how to begin creating your buyer persona, Hubspot’s, Offering your customers value should begin. 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 … Tech innovators from the likes of Dell, IBM, and Noblis have participated in this global event for over 7 years. 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. By Nili Molvin Zaharony; on Jan 22, 2017; in Blog . 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 government, for example, it is almost always assured that the top executives will pass purchase decisions off to their direct reports. Design a Responsive Website. 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. Instead, use it as a follow-up from other lead generation efforts, whether digital advertising campaigns or an in-person interaction. 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. 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