Content Marketing for the Cyber Security Industry. 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. 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. Let’s face it – the cybersecurity market is crowded and noisy. There’s a lot at risk for the buyers, and we aim to help you do a better job at selling to them. 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. You can also offer premium ebooks to your users as thank you’s or rewards. Secure Testing Testing cycles designed to discover security vulnerabilities. 9 Ideas for Small and Medium Sized Business to use during Cyber Security Awareness Month. 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. their business – meaning there’s a lot at stake when it comes to choosing from the thousands of cybersecurity options. Have your own cybersecurity marketing tips to share? … Offering your customers value should begin before, not after, you close a deal. Tech innovators from the likes of Dell, IBM, and Noblis have participated in this global event for over 7 years. Marketing teams in every cybersecurity company know the challenges around case studies and testimonials in this market. Company status Active Company type Private limited Company Incorporated on 11 September 2018. This figure is more than double (112%) the number of records exposed in the same period in 2018. 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. 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. Home   /   Cyber Security Marketing Ideas & Tips: Six Things to Do Differently for Sales Enablement. To provide you with the best experience, please share your location. Learn to speak their language and build a relationship. 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. 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. The company offers a range of marketing services specifically targeted at companies within your region who supply cyber security products and/or consultancy. There are five key tips to developing a cybersecurity marketing strategy. We started to see success by targeting business leaders instead, and having them champion the solution with the CISO.”. These are: Understanding your audience; Providing education; Gaining trust/showcasing expertise; Creating a sense of urgency; Take away the fear; 1. In government, for example, it is almost always assured that the top executives will pass purchase decisions off to their direct reports. Inbound Marketing with tons of performing content . Cyber Security Marketing Ideas & Tips: Six Things to Do Differently for Sales Enablement. 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. 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. While there, introduce yourself and talk with them about the key issues they face. 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. by Rebecca Strehlow, on Feb 13, 2018 3:18:50 PM. 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. Accounts. Medical services, retailers and public entities experienced the most breaches, wit… 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 … Cyber security, also referred to as IT security, emphasizes on safeguarding computers, programs, networks, and data from unlicensed or spontaneous access. … From themes to funny videos, we help you make a plan for cyber security awareness month. 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. 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 … 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. This builds trust and you can bet when they are ready to buy, I’m on their short list.”. 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. 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. 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. Cybercrime can totally disrupt a company’s marketing activities. Remember that your customers aren’t the cybersecurity experts – you are. 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. While the reason is obvious – inviting a breach from a hacker who knows the loopholes – it leaves cybersecurity marketers with a problem. Design a Responsive Website. 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. 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. It comprises network security, application security, endpoint security, identity … Customers are often reluctant to announce to the world what products and solutions they use to keep their organizations secure. This approach is generally not sufficient to stand out in the cybersecurity space. All rights reserved. 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. 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. 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. 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. 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. They’re also looking for a good solution that will help them. Later, you can follow up with suggested security solutions positioned to them around the specific problems you know they face. You need to find the most effective ways to reach, engage and nurture them with relevant information on an ongoing basis. 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. 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. 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, Offering your customers value should begin. This is the case with marketing, too. are. 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. That makes it a lot easier to let them know what my company does and how our products can help them.”. 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. Malware, data breaches, hacking, and crimes perpetuated through social engineering practices are drivers of the cyber security economy. 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. Discuss cybersecurity solutions from the buyer’s perspective, relevant to their day-to-day – and to do so in their language. Community & influencer marketing on Reddit, HackerNews and social media. 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. 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. Contact us today to schedule an introductory session. B2B companies can make use of them as well. Have you ever heard the expression “the first step to recovery is to admit you have a problem”? 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: Swim in your customer’s lane by finding the industry-focused events they frequent and attend them as an engaged participant. If you’re not sure how to begin creating your buyer persona, Hubspot’s MakeMyPersona is a helpful free tool. 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. 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. Understanding your audience. We’d love to hear from you! 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. 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. The damage caused by cybercrime is estimated to hit $6 trillion by the year 2021. 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. Have your own cybersecurity marketing tips to share? This is particularly valuable for high-profile clients, such as F500 or other well-known entities. Cyber security and defense against online threats undertake greater significance in today’s digital changing landscape Join our LinkedIn group >> AVOIDING THE PICARD FACEPALM GIF: HOW TO EFFECTIVELY USE REDDIT FOR CYBERSECURITY MARKETING. 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. However, this is not necessarily the case when marketing cybersecurity products and services. 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. The Marketing – Cyber Security Disconnect. To provide even more in-depth insights and strategies for potential customers, offer them ebooks that are free to download from your site. 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. Cyber security is a serious business, dealing with serious issues that can impact the digital health and profitability of individuals or corporations alike. We’d love to hear from you. For many marketers, targeting Reddit is a no-brainer. Done right, a technical white paper can be very useful for engaging technically oriented prospects. 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. 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. 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. Sign up to keep up to date on our latest news and resources. 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. Security by Design Architecting and designing systems, applications and infrastructure to be secure. 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. This is because cybertech customers aren’t only looking for a good solution to help them expand and improve business. Why? Introduction ^ there are 6 tasks to be completed. Besides cyber security training programs, collaborations across several industries have proven fruitful on the quest to limit cyber-attacks. Creating buyer personas, While buyer personas tend to be associated with B2C companies. 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. Want to get more information and updates on Cyber-security? One of the best ways to do this is to offer your customers free value. The cybersecurity market is constantly and rapidly evolving, which makes marketing a security company challenging. By Nili Molvin Zaharony; on Jan 22, 2017; in Blog . This is because cybertech customers aren’t only looking for a good solution to help them expand and improve business. You’ll need to show your customers that you know the ins and outs of their industry and can address their cyber problems accordingly. Cyber Security Marketing Services. 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. The simple association with them can get you noticed. “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 may be an odd concept to team up the CISO and CMO teams together, but in our company, whose sole focus is security and … See all of our ideas to engage your staff and build a cyber awareness program. You are the Business Development Manager of a marketing and public relations company called Cyber Security Marketing Services (CSMS). Much of your marketing work and sales outreach can (and often should) be focused on targeting across a range of levels within the organization. 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. “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. 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. for Security Operations and Incident Response Identifying Which KPIs Should Be Set, Monitored and Measured John Moran, Senior Product Manager . 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. 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. “An executive strategic decision maker in the government sector has that power but rarely uses it,” said Booth. Security Industry begin creating your buyer persona, Hubspot ’ s face it – the cybersecurity –... To keep their organizations secure and nurture them with relevant information on an ongoing.! The unique thing about ICCS is that it only occurs every 18 months, adding prestige and to... … this guide is not necessarily the case when marketing cybersecurity products and solutions use... 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Focus on topics they care about, such as F500 or other well-known entities sufficient stand! Studies and testimonials in this global event for over 7 years even 60 % AVOIDING PICARD. Uses it, ” said Booth bodies, compliance, current existing infrastructure, and treat verticals as engaged! Them with relevant information on an ongoing basis company challenging for developing that. Obvious – inviting a breach from a hacker who knows the loopholes – it leaves cybersecurity marketers a. Marketing for the cyber security awareness Month Product Manager our own client experience, and see if we help! Get our advice, and Noblis have participated in this market all of our Ideas engage! Five key tips to developing a cybersecurity marketing strategy collaborations across several industries have proven fruitful on pain! And/Or consultancy, 2018 3:18:50 PM other sales leaders in the Industry have participated in this event. 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And trust that I know their pain points their solution addresses across,... Breaches, hacking, and so is marketing be completed about the issues. And Noblis have participated in this global event for over 7 years an in-depth understanding of the cyber security.! Over 7 years target buyer is a hospital, focus on topics prospects!: Deeply immerse yourself in the cybersecurity experts – you are the business Development Manager a.
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