4 Unique Ways To Market In The World Of Cybersecurity

4 Unique Ways To Market In The World Of Cybersecurity


In a highly altered space full of emerging challenges, it is increasingly crucial for cybersecurity marketers to be able to express the purpose of the brand, foster effective channel partnerships and take advantage of opportunities on the ground to build relationships, writes Carrie Kelly, head Critical Start Marketing.

At the recent RSA conference, an annual computer security event, held this year in San Francisco, the exhibition floor was filled with security providers, partners and information security executives seeking to advance their stance and operations. of security. Given the different security challenges, solutions, products, and services perceived, it demonstrates how dynamic, and perhaps volatile, this industry can really be.

Illustration of a boy in front of the computer screen with the padlock icon

The increasingly complex landscape of information security makes it difficult for them to be noticed in space, whether it is an information security director (CISO) who seeks to increase the security stance of your company or an analyst. which is exhausted and loaded with alerts around the clock.

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So what can a cybersecurity vendor do to help CISOs and their teams make big decisions for their business? The job of sellers is to make the whole buyer experience as simple and frictionless as possible. In cybersecurity, this does not necessarily mean applying the typical direct marketing strategy to the buyer. This framework can be effective, but there are some additional levers to pull to achieve a striking pipeline and desired revenue results.

Below are the top four “must-haves” for all cybersecurity vendors.

1. Defend something clear and meaningful

Customers (and partners) want to know the purpose of the brand. Why do you exist? What is your basic mission and approach? Does it align with yours? In a highly commercialized and noisy space such as managed detection and response, this could end up being the only distinction between you and the other guys.

Marketers need to advocate for something that speaks to their target audience. Does this audience want a strategic partner? Do they just want an easier way to achieve their goals? Be clear about the needs of buyers and build a position around that. Make sure the message is conveyed in all marketing efforts. Market positioning and distinction are more important than most realize.

2. Love your channel partners and alliances

Whether the brand’s market entry strategy is 100% through the channel or if it only plays a small role, know how important it can be in your marketing and sales process. The channel comes with an integrated customer base. A given channel often has deep relationships with these clients and acts as their trusted advisors. Your marketing strategy should consist of a solid marketing plan and market through the channel ecosystem. Make sure your brand partners really understand how different your offer is, better than the competition, and why they’ll be happier to recommend your solution than a competitor’s.

It is critical to invest time, resources, and budget to develop partner-focused materials to help educate and empower the channel. Establish trusting relationships with the marketing and sales teams of channel partners and plan them together. Align with goals and understand their needs. Agree on what you can do for each other and how you will ensure success, and be sure to offer them. If you show them love, they will return it little by little. Above all, be consistent. Additional tip: Always have great swag options for both channel partners and customers.

3. See industry analysts as your wedding

This is especially important for any emerging business or a business in an evolving or emerging space. Industry analysts are deep in research and knowledge of how and why markets are evolving, and often have a deep understanding of the technology that influences those markets. They are the voice of your customers and those who analyze your products and solutions on behalf of those customers. Industry analysts are essentially the matchmakers between a customer and a supplier.

They offer brutal but necessary knowledge, guidance and feedback for both parties, to ensure the best possible results for everyone. If a customer is struggling with a decision between two vendors that look just as good on paper, the tiebreaker will be a call to an analyst or a closer look at a vendor assessment written by an analyst. Industry analysts are among the most valuable third-party voices to assist in a client’s decision.

Make sure you invest in analyst research and receive direct guidance and feedback from key industry analysts who write about your space. The more they know about your business, the more information they will need to share with customers who ask them questions. Let them guide you when it comes to product innovation and strategic messaging. Share plans with them before launch to learn about them and help you set up your strategy. In turn, if they are aware of what you are working on, they will be better equipped to advise customers on supplier decisions.

It is worth fostering relationships with industry analysts. They can be the relationship that leads you to ultimate victory.

4. Know the power of events

Again, relationships matter. This means showing up where you can, in person, to meet with potential clients, customers and partners. That doesn’t mean giving up on your typical digital strategy. Gartner data suggests that 80% of B2B sales interactions between suppliers and buyers will occur on digital channels by 2025. However, in the world of cybersecurity, field marketing efforts are just as important and , in many cases, take the lead in terms of impact on the pipeline and revenue.

A strategy can have a big impact if you also align your channel marketing efforts directly in the field with your partners. Whether you’re co-sponsoring an associated event, presenting yourself at a third-party trade show, or organizing your own local events, the field can be the most effective place to stand in front of your target audience and build trusting relationships. Check local security events in the regions. Allocate budget and resources to present yourself at these events and overlay this tactic with a powerful digital program for air coverage and funnel progression. This consistent omnichannel experience is another critical distinction your customers will make during the buying process.

After all, the most effective marketing comes to life because there is passion behind it. In the space of cybersecurity, passion should not be lacking. The best thing about working in this space is knowing that the solutions, services, and tools that feed it are designed to protect businesses and individuals. They ensure that cybersecurity professionals, who protect the perimeter, are equipped to prevent breaches throughout the day, and possibly sleep a little more from time to time.

Carrie Kelly is the marketing director for Critical Start.



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