Article | March 2, 2020
Seemingly everywhere you turn these days there is some announcement about 5G and the benefits it will bring, like greater speeds, increased efficiencies, and support for up to one million device connections on a private 5G network. All of this leads to more innovations and a significant change in how we do business. But 5G also creates new opportunities for hackers.Gartner predicts that 66% of organizations will take advantage of these benefits and adopt 5G by 2020 — with 59% of them planning to use 5G to support the Internet of Things across their business. Already, manufacturers including Nokia, Samsung, and Cisco have either started developing 5G enterprise solutions or have publicly announced plans to do so. In the enterprise, full deployment of private 5G networks will take time, as it requires significant investments to upgrade legacy network infrastructures, observers say. In the meantime, there are instances of devices in the workplace already operating on a 5G network.
Article | July 20, 2021
People dealing in cybersecurity knows that it is a challenging market. A specifically designed business model is not there in cybersecurity on which you can market products and services. Over the past years, the B2B Cyber Security industry has witnessed immense growth and will continue in the future. The growth can be attributed to many aspects, including growing instances of cybercrime and the emergence of interconnected devices in the IoT revolution.
New security solutions are coming into the market every day. As a result, the demand for B2B digital marketersis also on the rise to keep with the unexpected growth in products, services, and competitors. To stand out from the competition, you need a sound cybersecurity product marketing strategy leveraging all digital channels.
You have to focus on various productive marketing tactics to reach, engage, and nurture all your potential clients as an ongoing process with all the relevant information about business and products. For example, the B2B cloud-security service provider,IBM Security, uses paid ad campaigns and webinars, which are excellent cybersecurity product marketing strategies. They could maketheir expertise and solutions stand out from the rest of the crowd with this excellent strategy.
Reading further will give you insights on how to market your cybersecurity products effectively to generate leads and boost profit.
Make your Marketing Effective with Unique Content
To demonstrate the effectiveness of your solutions and the significance of your cybersecurity, your company should ensure your content has real-world examples. This will make your content more influential. Apart from being data-driven and comprehensive, your content also should be unique. Credibility can be surly built up by revamping your content strategy.
You can create educational content that clearly shows how your product can help solve a real-life cybersecurity attack. Then, you may back it up with independent industry reviews,case studies, etc. Instead of reusing the same content, experiment with new content that describes and solves different cyber threats and relates it with your products and solutions.
The following types of content can be a practical part of your cybersecurity product marketing strategyat different points in the buyer’s journey:
In every stage of the cybersecurity buyer’s journey, blogs are great for attracting prospects. Developing some evergreen and universally relevant content will be highly useful. Describing topics about cybersecurity in your blogs, such as phishing, DNS encryption, will be a great thing for clients who have just started their research and want to learn more, starting from basics.
As CNI says, the mostcritical tactic for B2B companies iscase studies. These are exemplary and the best to engage leads who are already aware of their problems and know what solutions can solve them.
According to HubSpot, at least once a week, 75% of executives watch work-related videos on business websites. Additionally, 59% of executives prefer watching a video over reading text. So, it’s the best strategy to include videos in your cybersecurity product marketing efforts.
Explanatory videos will work the best to tell your potential cybersecurity product clients what your cybersecurity offerings are and why they could be the most valuable solution for their situations. Additionally, when you’re trying to target C-level executives, this can be a beneficial tactic. This is because they need more education regarding this.
You may also utilize various statistics on cyber-attacks, loss due to cyber-attacks, recovery expenses, and the value of cybersecurity solutions. Additionally, again, providing practical and real-life examples in your video will help you make the statistics more relevant and inject a sense of urgency into the minds of your potential clients.
Effective Email Marketing Strategy
Education and awareness are significant barriers to selling your solutions. Due to these barriers, it can often take a reasonable amount of time for a potential lead to reach the point where they can contact a B2B sales representative or request a demo. Meanwhile, it is your time to have a tactic to nurture these leads to move them to the next level of the sales funnel. It can be an effective email marketing strategy. It is a strategic and effective way to connectto those potential leads who have not decided to purchase your products.
However, with many emails in your potential client's inboxes, they may unsubscribe or delete your email if they don’t find your email content valuable and worthwhile. So make sure to analyze often and monitor your email marketing campaigns. Content, subject lines, images, and copy in your email should be practical and attractive regarding open and click-through rates. Flooding your prospects’ inbox with emails about various cyber threats they face may result in losing their interest in your emails as they may have desensitization towards your emails.
Staying connected with your prospects through email marketing is an effective cybersecurityproduct marketing strategy. First, however, be mindful of how many emails you are sending to your prospects.
The tremendous interactive session you can have online today with your potential client is webinars. It is an excellent way for you in the cybersecurity domain to connect with your potential leads.
The interactive element is a vital part of a webinar. Q&A session at the end of each webinar makes it more interactive where the participants can ask you questions and raise queries about the topic and your services. Accumulating all those questions asked by the attendees can be an excellent starting point for creating new content to address your audience's challenges.
These attendees now are interested in learning more about your products and services and the threats it protects against. They also might have engaged in some research. This means they will do further in-depth research and be more engaged with your presentation topics.
Thus, it is a valuable opportunity to demonstrate other helpful content or have a CTA for demo sign-ups. You can respond to the queries of the participants in a follow-up, even if your webinar is a pre-recorded one. This effective cybersecurity product marketing tactic will help you accumulate many potential clients and take them to the next stage of the salesfunnel.
Two significant goals can be accomplished through B2B paid campaigns:
• They help you get prospects to arrive at your demo request landing page
• They amplify your content marketing efforts
Content marketing amplification is possible through paid campaigns. Most cybersecurity marketers think that you do not mix inbound marketing and paid campaigns. But the truth is when you combine both, you end up with a very effective and powerful campaign. Once you start a paid campaign with your content, you will notice more excellent and quick results and get the best out of your developed content.
Getting prospects to request a demo is a major goal for any B2B cybersecurity marketer. Cybersecuirty paid marketing campaigns, as a successful cybersecurity product marketing strategy, help the marketer to accelerate the process.
The cybersecurity landscape has recently undergone many changes. Over the next five years, global demand for cybersecurity products and solutions will reach $167.7 billion. So, it calls for a remodeling of your cybersecurity product marketing strategynow more than ever to target and attracts more prospects to your business.
Frequently asked questions
How to start with cybersecurity marketing?
The best way to start your cybersecurity marketing is by educating your prospects about the potential cyber threats they may face in their business. In addition, you can educate them about the latest news in the industry regarding cybersecurity.
Why is cybersecurity essential for marketers?
Neglecting cybersecurity or taking it for granted may cause privacy risks for you and your clients. In addition, cyber threats can be detrimental for businesses.
How can marketing help to improve cybersecurity products?
While marketing, you may understand the quality of your product, competing with your counterparts in the market. Also, you may get feedback from potential customers. It calls for the necessity of product improvement.
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"text": "While marketing, you may understand the quality of your product, competing with your counterparts in the market. Also, you may get feedback from potential customers. It calls for the necessity of product improvement."
Article | November 3, 2020
The ongoing pandemic has forced organizations across the globe to install work-from-home policies. A majority of the workforce in various industries, especially IT, have already adapting to working remotely. With a sudden rise in remote users and growing need and demand for cloud services, a huge volume of data is being transmitted between datacenters and cloud services. This has also given rise to the increased need for network security and a safer means of data transmission. The existing network security approaches and techniques are no longer dependable for the required levels of security and access control. To secure these surging digital needs, Gartner debuted an emerging cybersecurity framework in the form of what it calls SASE.
Article | July 29, 2020
1. Zero Trust – Demystified
Everyone seems to be talking about Zero Trust in the security world at the moment. Unfortunately there seems to be multiple definitions of this depending on which vendor you ask. To help others understand what Zero Trust is, this white paper covers the key aspects of a Zero Trust model.
1.1. What is Zero Trust
Zero Trust is a philosophy and a related architecture to implement this way of thinking founded by John Kindervag in 2010. What it isn’t, is a particular technology!
There are three key components to a Zero Trust model:
1. User / Application authentication – we must authenticate the user or the application (in cases where applications are requesting automated access) irrefutably to ensure that the entity requesting access is indeed that entity
2. Device authentication – just authenticating the user / application is not enough. We must authenticate the device requesting access as well
3. Trust – access is then granted once the user / application and device is irrefutably authenticated.
Essentially, the framework dictates that we cannot trust anything inside or outside your perimeters. The zero trust model operates on the principle of 'never trust, always verify’. It effectively assumes that the perimeter is dead and we can no longer operate on the idea of establishing a perimeter and expecting a lower level of security inside the perimeter as everything inside is trusted. This has unfortunately proven true in multiple attacks as attackers simply enter the perimeter through trusted connections via tactics such as phishing attacks.
1.2. Enforcing the control plane
In order to adequately implement Zero Trust, one must enforce and leverage distributed policy enforcement as far toward the network edge as possible. This basically means that granular authentication and authorisation controls are enforced as far away from the data as possible which in most cases tends to be the device the user is using to access the data. So in essence, the user and device are both untrusted until both are authenticated after which very granular role based access controls are enforced.
In order to achieve the above, a control plane must be implemented that can coordinate and configure access to data. This control plane is technology agnostic. It simply needs to perform the function described above. Requests for access to protected resources are first made through the control plane, where both the device and user must be authenticated and authorised. Fine-grained policy can be applied at this layer, perhaps based on role in the organization, time of day, or type of device. Access to more secure resources can additionally mandate stronger authentication. Once the control plane has decided that the request will be allowed, it dynamically configures the data plane to accept traffic from that client (and that client only). In addition, it can coordinate the details of an encrypted tunnel between the requestor and the resource to prevent traffic from being ‘sniffed on the wire’.
1.3. Components of Zero Trust and the Control Plane
Enforcing a Zero Trust model and the associated control plan that instructs the data plane to accept traffic from that client upon authentication requires some key components for the model to operate. The first and most fundamental is micro-segmentation and granular perimeter enforcement based on:
Their devices and its security posture
Their Context and other data
The above aspects are used to determine whether to trust a user, machine or application seeking access to a particular part of the enterprise.
In this case, the micro-segmentation technology essentially becomes the control plane. Per the above section, encryption on the wire is a key component of Zero Trust. For any micro-segmentation technology to be an effective control plane, it must:
Enforce traffic encryption between endpoints
Authenticate the user and machine based on their identity and not the network segment they are coming from.
1.4. Zero Trust Technologies
As stated earlier, Zero Trust is an architecture. Other than micro-segmentation, the following key technologies and processes are required to implement Zero Trust:
Multifactor authentication – to enforce strong authentication
Identity and Access Management – to irrefutably authenticate the user / application and the device
User and network behaviour analytics – to understand the relative behaviours of the user and the network they are coming from and highlight any unusual behaviour compared to a pre-established baseline which may indicate a compromised identity
Endpoint security – to ensure that the endpoint itself is clean and will not act as a conduit for an attacker to gain unauthorised access to data
Encryption – to prevent ‘sniffing of traffic on the wire’
Scoring – establishing a ‘score’ based on the perimeters above that will then determine whether access can be granted or not
Apart from the above key components, the following are needed as well:
File system permissions – needed in order to implement role based access controls
Auditing and logging – to provide monitoring capabilities in case unauthorised access is achieved
Granular role based access controls – to ensure access is on a ‘need to know basis only’
Supporting processes – all of the above needs to be supported by adequate operational procedures, processes and a conducive security framework so that the model operates as intended
Mindset and organisational change management – since Zero Trust is a shift in security thinking, a mindset change managed by robust change management is required to ensure the successful implementation of Zero Trust in an organisation.
1.5. Challenges with Zero Trust
So Zero Trust sounds pretty awesome, right? So why haven’t organisations adopted it fully?
As with any new technology or philosophy, there are always adoption challenges. Zero Trust is no different. At a high level, the key challenges in my experience are:
Change resistance – Zero Trust is a fundamental shift in the way security is implemented. As a result, there is resistance from many who are simply used to the traditional perimeter based security model
Technology focus as opposed to strategy focus – since Zero Trust is a model that will impact the entire enterprise, it requires careful planning and a strategy to implement this. Many are still approaching security from the angle that if we throw enough technology at it, it will be fine. Unfortunately, this thinking is what will destroy the key principles of Zero Trust
Legacy systems and environments – legacy systems and environments that we still need for a variety of reasons were built around the traditional perimeter based security model. Changing them may not be easy and in some cases may stop these systems from operating
Time and cost – Zero Trust is an enterprise wide initiative. As such, it requires time and investment, both of which may be scarce in an organisation.
1.6. Suggested Approach to Zero Trust
Having discussed some challenges to adopting a Zero Trust model above, let’s focus on an approach that may allow an organisation to implement a Zero Trust model successfully:
1. Take a multi-year and multi-phased approach – Zero Trust takes time to implement. Take your time and phase the project out to spread the investment over a few financial years
2. Determine an overall strategy and start from there – since Zero Trust impacts the entire enterprise, a well-crafted strategy is critical to ensure success. A suggested, phased approach is:
a. Cloud environments, new systems and digital transformation are good places to start – these tend to be greenfield and should be more conducive to a new security model
b. Ensure zero trust is built into new systems, and upgrades or changes – build Zero Trust by design, not by retrofit. As legacy systems are changed or retired, a Zero Trust model should be part of the new deployment strategy
c. Engage a robust change management program – mindset adjustment through good change management
3. Take a risk and business focus – this will allow you to focus on protecting critical information assets and justify the investments based on ROI and risk mitigation
4. Ensure maintenance and management of the new environment – as with everything, ensure your new Zero Trust deployment is well maintained and managed and does not degrade over time.
To summarise, Zero Trust is a security philosophy and architecture that will change the way traditional perimeter based security is deployed. A key component of it is the control plane that instructs the data plane to provide access to data. Zero Trust dictates that access can only be granted once the user / application and device are irrefutably authenticated and even then this access is provided on a ‘need to know’ basis only. Micro-segmentation is a key technology component of Zero Trust implementation and this paper has stated other key technology components and processes that are needed to implement Zero Trust adequately. This paper has discussed some of the challenges with implementing Zero Trust which include change resistance as well as legacy systems. The paper then provided an approach to implementing Zero Trust which included taking a phased approach based on a sound strategy underpinned by a risk and business focused approach.