Once these assets are created, use this content to nurture new and existing prospects. 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). These are: Understanding your audience; Providing education; Gaining trust/showcasing expertise; Creating a sense of urgency; Take away the fear; 1. 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 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. Cyber security is crucial to the success of a business, and so is marketing. 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. Crawford begins by describing his four-prong approach to marketing for security solution providers. If you’re not sure how to begin creating your buyer persona, Hubspot’s MakeMyPersona is a helpful free tool. See all of our ideas to engage your staff and build a cyber awareness program. 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. The cybersecurity market is constantly and rapidly evolving, which makes marketing a security company challenging. 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. 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. Cybercrime can totally disrupt a company’s marketing activities. 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. Secure Coding A series of principles and practices for developing code that is free of security vulnerabilities. You need to find the most effective ways to reach, engage and nurture them with relevant information on an ongoing basis. If a target buyer is a hospital, focus on topics they care about, such as HIPAA. Medical services, retailers and public entities experienced the most breaches, wit… “An executive strategic decision maker in the government sector has that power but rarely uses it,” said Booth. 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. 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. Instead, use it as a follow-up from other lead generation efforts, whether digital advertising campaigns or an in-person interaction. Inbound Marketing with tons of performing content . 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’d love to hear from you! To provide you with the best experience, please share your location. 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. Discuss your needs, get our advice, and see if we can help further. 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 … Cyber Security Marketing Services. 9 Ideas for Small and Medium Sized Business to use during Cyber Security Awareness Month. Cyber security is a serious business, dealing with serious issues that can impact the digital health and profitability of individuals or corporations alike. 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.”. Offering your customers value should begin before, not after, you close a deal. This guide is not a substitute for consulting trained cyber security professionals. Home   /   Cyber Security Marketing Ideas & Tips: Six Things to Do Differently for Sales Enablement. 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. 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. 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. Design a Responsive Website. You can also offer premium ebooks to your users as thank you’s or rewards. 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. 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. their business – meaning there’s a lot at stake when it comes to choosing from the thousands of cybersecurity options. Understanding your audience is essential, and should be the first step for all marketing strategies. 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. Remember that your customers aren’t the cybersecurity experts – you are. Since most buyers of cybersecurity products face the same pain points, too many vendors end up sounding the same. Cyber Security Planning Guide . Have you ever heard the expression “the first step to recovery is to admit you have a problem”? Malware, data breaches, hacking, and crimes perpetuated through social engineering practices are drivers of the cyber security economy. There’s a lot at risk for the buyers, and we aim to help you do a better job at selling to them. We’d love to hear from you. How can you maximize the value of a happy and satisfied customer for prospecting efforts? 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. Tip: Deeply immerse yourself in the buyer personas engaged in both using and purchasing your solutions. 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. Go beyond the general and, instead, discuss with your customers how their product or service meets their unique needs. 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. Let’s face it – the cybersecurity market is crowded and noisy. 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. 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. More … Community & influencer marketing on Reddit, HackerNews and social media. B2B companies can make use of them as well. 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. 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? 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. 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. Businesses large and small need to do more to protect against growing cyber threats. … for Security Operations and Incident Response Identifying Which KPIs Should Be Set, Monitored and Measured John Moran, Senior Product Manager . Selling Cyber is a special quarterly feature devoted to cybersecurity sales and marketing professionals. The simple association with them can get you noticed. Defense in Depth The principle that each layer of security doesn't assume anything. “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. One of the best ways to do this is to offer your customers free value. 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 serves as high-value content as well as education around the challenges presented and a solution offered. Cyber security, also referred to as IT security, emphasizes on safeguarding computers, programs, networks, and data from unlicensed or spontaneous access. To provide even more in-depth insights and strategies for potential customers, offer them ebooks that are free to download from your site. 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. We started to see success by targeting business leaders instead, and having them champion the solution with the CISO.”. 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. This approach is generally not sufficient to stand out in the cybersecurity space. You are the Business Development Manager of a marketing and public relations company called Cyber Security Marketing Services (CSMS). 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. By all means, include the glitz, but be sure to leave prospects with a substance they can use. 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 … 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. 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. Instead, marketers should focus on topics their prospects care about, relevant to each target vertical. It comprises network security, application security, endpoint security, identity … “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. You’ll need to show your customers that you know the ins and outs of their industry and can address their cyber problems accordingly. 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. 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. Indeed, some companies exceeded 50% and even 60%. This is the case with marketing, too. By Nili Molvin Zaharony; on Jan 22, 2017; in Blog . 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. 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. So what, exactly, constitutes free value? 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. They’re also looking for a good solution that will help them. Make your blog a main feature of your site, and regularly post articles with helpful, informative tips. Creating buyer personas, While buyer personas tend to be associated with B2C companies. by Rebecca Strehlow, on Feb 13, 2018 3:18:50 PM. 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. 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. Want to get more information and updates on Cyber-security? 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. While there, introduce yourself and talk with them about the key issues they face. After all, those are the people you need to convince in order to close the deal. 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. 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. “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. Closing out our list is the International Conference on Cyber Security (ICCS). 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. Company status Active Company type Private limited Company Incorporated on 11 September 2018. Done right, a technical white paper can be very useful for engaging technically oriented prospects. This is particularly valuable for high-profile clients, such as F500 or other well-known entities. 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