Over the past ten years alone, we’ve seen innovation and evolution of the market moving at a frenetic pace, with an interesting dichotomy. The market is going through maturity and consolidation, but there are also new, disruptive technologies emerging. Investment shows no signs of slowing down: The past few years have been record-breaking for cybersecurity spending and investment. Driven by factors such as IoT, cloud, Artificial Intelligence (AI), compliance, and privacy, cyber security marketing in today’s environment requires expertise.
From the threat landscape to the competitive landscape, our cybersecurity marketing clients rely on us to fully understand the industry – the latest breaches, the analysts’ views, and the realities their targets are facing daily. We regularly consume vast amounts of information on the cybersecurity market to enhance our knowledge, draw insights, and provide a very quick ramp on our clients’ businesses.
We keep abreast (and understand the implications) of vertical specific and horizontal cybersecurity regulations. We understand risk, privacy, compliance and regulatory frameworks, requirements, changes and impact on our clients’ customers and prospects: GDPR, NIST, HIPAA, FFIEC and more.
Enterprise, mid-market, or SMB? From senior execs like CISOs and Risk Officers to security analysts and DevOps, targeting varies and so should your marketing approach. Often the security role is carried by IT for smaller companies or, as security shifts left and right, the decision-making landscape shifts too – so your marketing better keep up. Security is complicated and must take into account adherence to standards bodies, compliance, current existing infrastructure, and vendor compatibility.
Some of the most successful cyber security marketing programs have been laser-focused on addressing specific target audiences. For any cyber security marketing campaign, your content should present a holistic image that reflects your brand, differentiation, and messaging pillars and the messaging should resonate with the target market. We’re experts at making that happen.
To market cybersecurity solutions effectively, in-depth knowledge of the target audience personas is critical. We’ve been helping clients message and sell to both business and technical roles – CISO, Security Analysts, DevSecOps, Risk & Compliance leadership and staff, and even non-security personas, including IT roles (who often undertake the security role in small and medium-size businesses).
Translating market and audience knowledge into actionable demand generation programming is also one of our core cybersecurity marketing functions. From creating compelling messaging to finding new paths to market, to full marketing plans and program execution – we know the levers to pull for cybersecurity companies to hit goals. Best of all, given our decade of history servicing cyber clients, we know what works, what to avoid, and how to drive prospects through the funnel.
Our strategic cybersecurity marketing, digital programming, content, and PR resources have worked in the industry for decades and across many clients. We make every effort to match resources to unique client needs and the particulars of their technology space and targets.
More than understanding just the target, we are immersed in the ecosystem – attending ISSA sessions, talking to analysts and reporters, present at leading events like RSA, BlackHat and specialized/regional events like SecureWorld and AWS re:Inforce. We even bring the ecosystem together with networking and learning events on everything from how to message to CISOs to cyber improv.
Finding the smart path to growth, keying in on true differentiators, and getting the attention of prospects through unified cybersecurity marketing and sales programs to an audience that hates marketing-speak is a challenge. Good news? We’ve helped clients do this and more.
When you hire a cybersecurity marketing agency that has full-service capabilities, you benefit from the expertise and understanding of the cybersecurity landscape, and you gain access to a team of subject matter experts across the key functional areas of marketing.
Strong industry knowledge and marketing expertise are obvious requirements to work with any good cybersecurity marketing agency, but it takes more than these two factors to forge a successful partnership. You should seek a firm where you can form a trusting partnership—and one that isn’t afraid to push the envelope and share differing opinions on your marketing needs based on their expertise.
For detailed information on how to ensure a good fit when you select a cybersecurity marketing agency, download our eBook: A Step-by-Step Guide to Finding the Right Cybersecurity Marketing Partner
One word: TRUST. Gaining the trust of cyber security leaders remains one of the top barriers to sales, and a concerted effort must be made to establish it with this audience. To do this, you need a full-service cyber security marketing agency that has years of experience working with CISOs and their teams.
To learn more, take a look at our recent eBook, Marketing and Selling to Cybersecurity Leaders – 4 Ways to Fail, 4 Ways to Succeed. In it, we explore the steps you can take to establish yourself as a trusted cybersecurity vendor and ally to the CISO and their team. We show you how to turn the tide and break through the noise (as well as 4 ways to fail at this, so you’ll know what to avoid).
Our cyber security marketing team is structured to deliver results quickly. Through working across the cyber security market landscape, we understand the players and what it takes to build successful marketing strategies and programs.
Designing successful marketing campaigns requires integrating a complex ecosystem of marketing strategies and tactics. Organizations that only employ a few of the different cyber security marketing strategies or take a siloed approach frequently find inadequate results. Many organizations are struggling to:
Finding the optimal balance of activities that drives sales and optimizes your marketing budget is often the primary challenge for cyber security marketers. As organizations struggle with this objective, the goals of keeping current on marketing tools, best practices, and trends, tend to go unmet.
One way to keep your skills current is to follow the blogs or join the mailing lists of cyber security marketing experts. These thought leaders frequently publish educational information that can help you stay up-to-date. Below are a few resources that might inspire and elevate your cyber security marketing strategies:
One way to overcome challenges is to supplement your team with outside resources. Whether you need expertise in specific functional areas of marketing or additional manpower to augment your team’s efforts, you can engage a cyber security marketing agency for everything from project-based work to completely outsourced cyber security marketing.
At Magnetude Consulting, we have cyber security marketing experts who work with our clients across a range of models. For many clients, we start by reviewing or developing their cyber security marketing strategy and plans via our Rapid Marketing Assessment offering.
In our ongoing work as LMG’s ‘marketing department’ (4 years!), our team plays a strategic role on the leadership team and handles the bulk of the marketing programming, driving growth for this leading cybersecurity consulting firm.
From messaging to a new website and ongoing content and lead generation, SilverSky is helping keep companies safe with enterprise-grade cybersecurity services for SMBs.
Following the acquisition of our client Bradford Networks, we’ve helped Fortinet on the content front to support their SLED teams.