“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. By all means, include the glitz, but be sure to leave prospects with a substance they can use. by Rebecca Strehlow, on Feb 13, 2018 3:18:50 PM. Join our LinkedIn group >> AVOIDING THE PICARD FACEPALM GIF: HOW TO EFFECTIVELY USE REDDIT FOR CYBERSECURITY MARKETING. The simple association with them can get you noticed. That makes it a lot easier to let them know what my company does and how our products can help them.”. 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. 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. Understanding your audience is essential, and should be the first step for all marketing strategies. 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. 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. 9 Ideas for Small and Medium Sized Business to use during Cyber Security Awareness Month. Privacy Policy. Contact us today to schedule an introductory session. Sign up to keep up to date on our latest news and resources. These are: Understanding your audience; Providing education; Gaining trust/showcasing expertise; Creating a sense of urgency; Take away the fear; 1. Remember that your customers aren’t the cybersecurity experts – you are. 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. Why? “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. Discuss your needs, get our advice, and see if we can help further. They’re also looking for a good solution that will help them. 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. Instead, use it as a follow-up from other lead generation efforts, whether digital advertising campaigns or an in-person interaction. … There are five key tips to developing a cybersecurity marketing strategy. Have your own cybersecurity marketing tips to share? 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. their business – meaning there’s a lot at stake when it comes to choosing from the thousands of cybersecurity options. If a target buyer is a hospital, focus on topics they care about, such as HIPAA. Cyber security, also referred to as IT security, emphasizes on safeguarding computers, programs, networks, and data from unlicensed or spontaneous access. Security is complicated and must take into account adherence to standards bodies, compliance, current existing infrastructure, and vendor compatibility. “An executive strategic decision maker in the government sector has that power but rarely uses it,” said Booth. 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. 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. From themes to funny videos, we help you make a plan for cyber security awareness month. Accounts. 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. By Nili Molvin Zaharony; on Jan 22, 2017; in Blog . 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. 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 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. 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. Malware, data breaches, hacking, and crimes perpetuated through social engineering practices are drivers of the cyber security economy. Make your blog a main feature of your site, and regularly post articles with helpful, informative tips. 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. To provide even more in-depth insights and strategies for potential customers, offer them ebooks that are free to download from your site. 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. 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 Marketing Ideas & Tips: Six Things to Do Differently for Sales Enablement. 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. The unique thing about ICCS is that it only occurs every 18 months, adding prestige and rarity to the event. 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. Instead, marketers should focus on topics their prospects care about, relevant to each target vertical. 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. 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. Community & influencer marketing on Reddit, HackerNews and social media. Much of your marketing work and sales outreach can (and often should) be focused on targeting across a range of levels within the organization. … 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. Done right, a technical white paper can be very useful for engaging technically oriented prospects. If you’re not sure how to begin creating your buyer persona, Hubspot’s, Offering your customers value should begin. Without proper security strategies in place, data-driven marketing tactics could leave consumers increasingly exposed to cyber threats. “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. 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. 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 … One of the best ways to do this is to offer your customers free value. 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. Inbound Marketing with tons of performing content . 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. You need to find the most effective ways to reach, engage and nurture them with relevant information on an ongoing basis. While there, introduce yourself and talk with them about the key issues they face. 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: Swim in your customer’s lane by finding the industry-focused events they frequent and attend them as an engaged participant. 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. While the reason is obvious – inviting a breach from a hacker who knows the loopholes – it leaves cybersecurity marketers with a problem. 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. 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. Introduction ^ there are 6 tasks to be completed. Selling Cyber is a special quarterly feature devoted to cybersecurity sales and marketing professionals. The cybersecurity market is constantly and rapidly evolving, which makes marketing a security company challenging. Home   /   Cyber Security Marketing Ideas & Tips: Six Things to Do Differently for Sales Enablement. 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. 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. Cyber security and defense against online threats undertake greater significance in today’s digital changing landscape Cybercrime can totally disrupt a company’s marketing activities. Have your own cybersecurity marketing tips to share? There’s a lot at risk for the buyers, and we aim to help you do a better job at selling to them. Cyber Security Planning Guide . You’ll need to show your customers that you know the ins and outs of their industry and can address their cyber problems accordingly. So what, exactly, constitutes free value? If you’re not sure how to begin creating your buyer persona, Hubspot’s MakeMyPersona is a helpful free tool. For many marketers, targeting Reddit is a no-brainer. After all, those are the people you need to convince in order to close the deal. This figure is more than double (112%) the number of records exposed in the same period in 2018. Let’s face it – the cybersecurity market is crowded and noisy. How can you maximize the value of a happy and satisfied customer for prospecting efforts? 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. However, this is not necessarily the case when marketing cybersecurity 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. This serves as high-value content as well as education around the challenges presented and a solution offered. 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. Secure Coding A series of principles and practices for developing code that is free of 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. are. Remember that your customers aren’t the cybersecurity experts –. 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. 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. The Marketing – Cyber Security Disconnect. 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. Want to get more information and updates on Cyber-security? 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. These services … 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. 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 world’s largest cyber security firms spent startling amounts on sales and marketing last year, allocating 41% of revenue to their commercial activities. Company status Active Company type Private limited Company Incorporated on 11 September 2018. 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. You can also offer premium ebooks to your users as thank you’s or rewards. This is because cybertech customers aren’t only looking for a good solution to help them expand and improve business. All rights reserved. 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. This approach is generally not sufficient to stand out in the cybersecurity space. See all of our ideas to engage your staff and build a cyber awareness program. 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. 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. This is because cybertech customers aren’t only looking for a good solution to help them expand and improve business. We started to see success by targeting business leaders instead, and having them champion the solution with the CISO.”. Besides cyber security training programs, collaborations across several industries have proven fruitful on the quest to limit cyber-attacks. Businesses large and small need to do more to protect against growing cyber threats. Go beyond the general and, instead, discuss with your customers how their product or service meets their unique needs. Defense in Depth The principle that each layer of security doesn't assume anything. Security by Design Architecting and designing systems, applications and infrastructure to be secure. This builds trust and you can bet when they are ready to buy, I’m on their short list.”. We’d love to hear from you. 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. Secure Testing Testing cycles designed to discover security vulnerabilities. Design a Responsive Website. 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. 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. The company offers a range of marketing services specifically targeted at companies within your region who supply cyber security products and/or consultancy. Instead, they may focus on the pain points their solution addresses across sectors, and treat verticals as an afterthought. To do this well, we recommend creating some marketing personas. 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. More … 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. Tech innovators from the likes of Dell, IBM, and Noblis have participated in this global event for over 7 years. 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. 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. Cyber security is crucial to the success of a business, and so is marketing. 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. B2B companies can make use of them as well. To provide you with the best experience, please share your location. 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 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). 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. Closing out our list is the International Conference on Cyber Security (ICCS). 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. You are the Business Development Manager of a marketing and public relations company called Cyber Security Marketing Services (CSMS). 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. Medical services, retailers and public entities experienced the most breaches, wit… 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. 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. Crawford begins by describing his four-prong approach to marketing for security solution providers. Selling cybersecurity is different than selling other IT products and services. Understanding your audience. 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 … 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. Customers are often reluctant to announce to the world what products and solutions they use to keep their organizations secure. Indeed, some companies exceeded 50% and even 60%. 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. Some of these come from our own client experience, and others are the result of successes from other sales leaders in the industry. Tip: Deeply immerse yourself in the buyer personas engaged in both using and purchasing your solutions. 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? This is the case with marketing, too. 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. 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. Learn to speak their language and build a relationship. “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. 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. 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. We’d love to hear from you! 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. Creative Messaging. 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. 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. Cyber security is a serious business, dealing with serious issues that can impact the digital health and profitability of individuals or corporations alike. Cyber Security Marketing Services. “And now they know me and trust that I know their pain points on this subject. 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. May focus on topics they care about, relevant to their day-to-day – and to do this well we! Challenges presented and a cyber security marketing activities offered how to begin creating your buyer persona Hubspot! Others are the people you need to do more to protect against growing threats. Helpful free tool consider as part of your cybersecurity sales and marketing.... World what products and solutions they use to keep up to keep organizations! Does and how our products can help further strategic decision maker in the ’. Growing cyber threats Incorporated on 11 September 2018 company type Private limited Incorporated! 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