In a mid-market commercial environment, seasoned Sales Executive Joel Broyhill shares how important it is to remain open to targeting different personas rather than the obvious ones, especially in the early stages of a company maturing their sales and marketing functions. “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. 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. 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. 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. by Rebecca Strehlow, on Feb 13, 2018 3:18:50 PM. This is particularly valuable for high-profile clients, such as F500 or other well-known entities. Privacy Policy. Learn to speak their language and build a relationship. See all of our ideas to engage your staff and build a cyber awareness program. Businesses large and small need to do more to protect against growing cyber threats. 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. Let’s face it – the cybersecurity market is crowded and noisy. 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. 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. Indeed, some companies exceeded 50% and even 60%. 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. Understanding your audience. We started to see success by targeting business leaders instead, and having them champion the solution with the CISO.”. You’ll need to show your customers that you know the ins and outs of their industry and can address their cyber problems accordingly. Defense in Depth The principle that each layer of security doesn't assume anything. After all, those are the people you need to convince in order to close the deal. 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 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. 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. 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. 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. 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. Filing history for CYBER SECURITY MARKETING EVENTS LIMITED (11562853) People for CYBER SECURITY MARKETING EVENTS LIMITED (11562853) More for CYBER SECURITY MARKETING EVENTS LIMITED (11562853) Registered office address 51a St. Pauls Street, Leeds, England, LS1 2TE . 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. Tip: Swim in your customer’s lane by finding the industry-focused events they frequent and attend them as an engaged participant. Cyber Security Marketing Ideas & Tips: Six Things to Do Differently for Sales Enablement. 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. 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. Secure Coding A series of principles and practices for developing code that is free of security vulnerabilities. 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. 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. 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. We’d love to hear from you. 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. Since most buyers of cybersecurity products face the same pain points, too many vendors end up sounding the same. Customers are often reluctant to announce to the world what products and solutions they use to keep their organizations secure. The world’s largest cyber security firms spent startling amounts on sales and marketing last year, allocating 41% of revenue to their commercial activities. Much of your marketing work and sales outreach can (and often should) be focused on targeting across a range of levels within the organization. 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. Remember that your customers aren’t the cybersecurity experts – you are. 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. Cyber Security Marketing Services. The simple association with them can get you noticed. 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. Contact us today to schedule an introductory session. “And now they know me and trust that I know their pain points on this subject. 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. 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. 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. 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. More … By all means, include the glitz, but be sure to leave prospects with a substance they can use. Cyber Security Planning Guide . To provide even more in-depth insights and strategies for potential customers, offer them ebooks that are free to download from your site. This is because cybertech customers aren’t only looking for a good solution to help them expand and improve business. However, this is not necessarily the case when marketing cybersecurity products and services. Sign up to keep up to date on our latest news and resources. That makes it a lot easier to let them know what my company does and how our products can help them.”. For many marketers, targeting Reddit is a no-brainer. From themes to funny videos, we help you make a plan for cyber security awareness month. 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. Some of these come from our own client experience, and others are the result of successes from other sales leaders in the industry. Have your own cybersecurity marketing tips to share? 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. 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. 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