From themes to funny videos, we help you make a plan for cyber security awareness month. 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. Remember that your customers aren’t the cybersecurity experts –. “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. 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 … These are: Understanding your audience; Providing education; Gaining trust/showcasing expertise; Creating a sense of urgency; Take away the fear; 1. Understanding your audience is essential, and should be the first step for all marketing strategies. 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. Join our LinkedIn group >> AVOIDING THE PICARD FACEPALM GIF: HOW TO EFFECTIVELY USE REDDIT FOR CYBERSECURITY MARKETING. 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. While there, introduce yourself and talk with them about the key issues they face. 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. This serves as high-value content as well as education around the challenges presented and a solution offered. 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. 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. Cyber security is crucial to the success of a business, and so is marketing. Security is complicated and must take into account adherence to standards bodies, compliance, current existing infrastructure, and vendor compatibility. Creative Messaging. Some of these come from our own client experience, and others are the result of successes from other sales leaders in the industry. by Rebecca Strehlow, on Feb 13, 2018 3:18:50 PM. 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. 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. In government, for example, it is almost always assured that the top executives will pass purchase decisions off to their direct reports. Cybercrime can totally disrupt a company’s marketing activities. 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. Instead, marketers should focus on topics their prospects care about, relevant to each target vertical. 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. Cyber Security Marketing Services. 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. Secure Coding A series of principles and practices for developing code that is free of security vulnerabilities. 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. Go beyond the general and, instead, discuss with your customers how their product or service meets their unique needs. Design a Responsive Website. … Discuss your needs, get our advice, and see if we can help further. Customers are often reluctant to announce to the world what products and solutions they use to keep their organizations secure. 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. 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. Privacy Policy. To do this well, we recommend creating some marketing personas. “And now they know me and trust that I know their pain points on this subject. We’d love to hear from you! 9 Ideas for Small and Medium Sized Business to use during Cyber Security Awareness Month. However, this is not necessarily the case when marketing cybersecurity products and services. You need to find the most effective ways to reach, engage and nurture them with relevant information on an ongoing basis. More … 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. 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. Tip: Deeply immerse yourself in the buyer personas engaged in both using and purchasing your solutions. Contact us today to schedule an introductory session. Tip: Swim in your customer’s lane by finding the industry-focused events they frequent and attend them as an engaged participant. These services … 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. Discuss cybersecurity solutions from the buyer’s perspective, relevant to their day-to-day – and to do so in their language. Company status Active Company type Private limited Company Incorporated on 11 September 2018. 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. 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 . 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. 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. Much of your marketing work and sales outreach can (and often should) be focused on targeting across a range of levels within the organization. Sign up to keep up to date on our latest news and resources. B2B companies can make use of them as well. their business – meaning there’s a lot at stake when it comes to choosing from the thousands of cybersecurity options. The unique thing about ICCS is that it only occurs every 18 months, adding prestige and rarity to the event. Instead, use it as a follow-up from other lead generation efforts, whether digital advertising campaigns or an in-person interaction. 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. 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. See all of our ideas to engage your staff and build a cyber awareness program. Remember that your customers aren’t the cybersecurity experts – you are. Selling Cyber is a special quarterly feature devoted to cybersecurity sales and marketing professionals. The company offers a range of marketing services specifically targeted at companies within your region who supply cyber security products and/or consultancy. 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. 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. The global cyber threat continues to evolve at a rapid pace, with a rising number of data breaches each year. 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. 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. Accounts. It comprises network security, application security, endpoint security, identity … The cybersecurity market is constantly and rapidly evolving, which makes marketing a security company challenging. The Marketing – Cyber Security Disconnect. 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. 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. The simple association with them can get you noticed. 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. 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. Done right, a technical white paper can be very useful for engaging technically oriented prospects. Once these assets are created, use this content to nurture new and existing prospects. 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. We started to see success by targeting business leaders instead, and having them champion the solution with the CISO.”. 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. 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. If you’re not sure how to begin creating your buyer persona, Hubspot’s, Offering your customers value should begin. 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. One of the best ways to do this is to offer your customers free value. 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. Want to get more information and updates on Cyber-security? You can also offer premium ebooks to your users as thank you’s or rewards. For many marketers, targeting Reddit is a no-brainer. This figure is more than double (112%) the number of records exposed in the same period in 2018. 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. There’s a lot at risk for the buyers, and we aim to help you do a better job at selling to them. … By all means, include the glitz, but be sure to leave prospects with a substance they can use. This is because cybertech customers aren’t only looking for a good solution to help them expand and improve business. To provide even more in-depth insights and strategies for potential customers, offer them ebooks that are free to download from your site. Community & influencer marketing on Reddit, HackerNews and social media. 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. To provide you with the best experience, please share your location. Cyber Security Planning Guide . All rights reserved. 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. Indeed, some companies exceeded 50% and even 60%. Defense in Depth The principle that each layer of security doesn't assume anything. You are the Business Development Manager of a marketing and public relations company called Cyber Security Marketing Services (CSMS). 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. Secure Testing Testing cycles designed to discover security vulnerabilities. By Nili Molvin Zaharony; on Jan 22, 2017; in Blog . 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. Marketing teams in every cybersecurity company know the challenges around case studies and testimonials in this market. 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 … There are five key tips to developing a cybersecurity marketing strategy. 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. Besides cyber security training programs, collaborations across several industries have proven fruitful on the quest to limit cyber-attacks. Without proper security strategies in place, data-driven marketing tactics could leave consumers increasingly exposed to cyber threats. Make your blog a main feature of your site, and regularly post articles with helpful, informative tips. Let’s face it – the cybersecurity market is crowded and noisy. Learn to speak their language and build a relationship. 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. 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. While the reason is obvious – inviting a breach from a hacker who knows the loopholes – it leaves cybersecurity marketers with a problem. 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. So what, exactly, constitutes free value? Creating buyer personas, While buyer personas tend to be associated with B2C companies. Tech innovators from the likes of Dell, IBM, and Noblis have participated in this global event for over 7 years. Businesses large and small need to do more to protect against growing cyber threats. 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. Content Marketing for the Cyber Security Industry. We’ve compiled a set of six tactics to consider as part of your cybersecurity sales and marketing efforts. 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. This is because cybertech customers aren’t only looking for a good solution to help them expand and improve business. Later, you can follow up with suggested security solutions positioned to them around the specific problems you know they face. “An executive strategic decision maker in the government sector has that power but rarely uses it,” said Booth. 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. 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. 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