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 | August 30, 2021
As we emerge from the worst pandemic in a century, many public- and private-sector employees and employers are reassessing their options within technology and cybersecurity roles.
Are boom times coming soon for tech companies, cybersecurity professionals and others?
Marketplace.org recently posted the headline, “Are we headed for a Roaring ’20s economy?”
Here’s an excerpt: “A year ago, when most of the country was under stay-at-home orders and people were losing jobs at an unprecedented rate, we asked three people who study economic history to explain whether the recession on the horizon was going to look anything like the Great Depression.
“With the vaccine rollout well underway, weekly unemployment claims at their lowest level since the pandemic began and consumer confidence rising, we’ve asked them about a different historical comparison: the 1920s.”
Meanwhile, NBC News reported “There are now more jobs available than before the pandemic. So why aren't people signing up?”
Here’s a quote from that piece: “The number of job vacancies soared to nearly 15 million by mid-March, but discouraged, hesitant and fearful job seekers means many positions are still unfilled, according to new data from online job site ZipRecruiter.
“Online job postings plunged from 10 million before the start of the pandemic last year to just below 6 million last May, as lockdowns and shutdown orders forced businesses to close their doors and reduce or lay off workers.”
Meanwhile, according to KPMG in the U.K., tech’s job market is growing at the fastest pace in two years. “The move towards new remote and hybrid working arrangements, new spending priorities for businesses around IT infrastructure, automation and the huge shift to online retail are likely to provide a long-term boost to sales and investment in the tech sector,” said KPMG’s chair Bina Mehta.
One more — thecyberwire.com just reported that the skills gap is getting wider regarding cybersecurity jobs: “The cybersecurity industry is projected to triple year-over-year through 2022, yet the workforce shortage still stands at millions worldwide. With a 273 percent increase in large-scale data breaches in the first quarter of 2020 alone, employing more cybersecurity professionals is a pressing challenge for both companies looking to hire in-house and cybersecurity agencies alike.
“According to the International Information System Security Certification Consortium, there are now more than 4.07 million unfilled cybersecurity positions across the world. Despite high entry salaries, recession-proof job security and plentiful career opportunities, there are simply not enough trained cybersecurity professionals to fill the skills gap.”
BAD TREND — AND EVEN SOME UGLY MIXED IN
I recently posted a story from the Atlanta Journal-Constitution on LinkedIn entitled “Employers are hiring again but struggling to find workers.” Here’s an excerpt: “Chris New said he has turned down $250,000 in business because he just can’t hire enough laborers and drivers at his Carrollton-based company, Barnes Van Lines.
“There are plenty of people without jobs, but unemployment benefits give them too much incentive not to work, he said. ‘We advertise and nobody comes in looking for a job. A lot of people are taking advantage of the system. It’s really killing us.’”
Although the focus on this article was not technology or cybersecurity jobs, many of the comments were tech- and cyber-related.
Marlin Brandys: So how do they explain people like me with a B.S. in networking and cybersecurity and an NCSP both from 2020 and I can’t even get an interview for a tier 1 help desk job? All these posts and stories from corporate America, universities, government agencies selling the bogus skills gap and shortage story. This platform alone has 1,000s of cyber qualified people able and willing to work in entry level positions at entry level pay and benefits. Stop the madness already. I applied for unemployment 01/08/2021. It’s now 04/19/2021 and I haven’t seen a dime of unemployment compensation. I’ll gladly take an entry-level position in cyber.
Quinn Kuzmich: Marlin Brandys - Honestly one of the unspoken truths of the security industry is age discrimination. Sad but true.
Dave Howe: Quinn Kuzmich - broadly true across all of IT though. They stand around demanding someone "do something" about the "skills shortage" but exclude 90% of candidates based on an arbitrary checklist, and 75% more based on illegal age, sex or race discrimination, disguised as "culture fit"
Joseph Crouse: Marlin Brandys you're overqualified.
Marlin Brandys: Joseph Crouse, I wish I could believe that. For some types of positions in the teaching or instructing silo maybe, for entry level information security I do not believe so.
Dave Howe: Marlin Brandys - it's difficult to tell. I have seen "entry level" roles demand a CISSP and CEH.
Gregory Wilson: 300+ applications and 4 interviews... No job yet... Overqualified, not enough experience, ghosted.... REALITY — I'm over 60 and nobody will hire me... All the BS aside, there are lots of people ready to work... Pay them what they're worth!
Dave Howe: I think there is a bigger picture. Welfare shouldn't be so generous as to encourage people to stay on it, but equally, it shouldn't be so stingy as to cause people to struggle to stay afloat (meet rent, put food on the table, however basic, keep the power on) — there is need for balance. Equally though, an entry -evel role where a worker is willing to put in a nominal 40 hours at a routine, boring but not dangerous or unpleasant job should pay sufficient after expenses so as to be able to afford some luxuries above and beyond what welfare provides — if you are no better off, then that job is underpriced and needs either automation to improve output so as to make paying more a better proposition, or automating entirely and the job eliminated. If the job is dangerous, distasteful or involves unsociable hours, then that should be reflected in the pay, above and beyond what a "basic" job should provide. The answer should never be "we need to cut welfare so that they will take my crappy, low paid job out of desperation, because adding automation means upfront costs and I don't want to pay any more"
You can join in on that LinkedIn conversation here:
This Forbes article offers some interesting perspectives on how both employers and employees can succeed in the coming post-COVID cybersecurity world, while offering a new model for our future workforce:
“Cybersecurity is a striking example of where the supply-demand gap for personnel is particularly volatile, with companies routinely lacking both the technology and available human capital needed to integrate relevant, highly skilled workers at the same speed as their unprecedented digital transformation. When the COVID-19 pandemic forcibly distributed security teams, organizations were given a new perspective as to how remote teams can de-risk innovation. Now, many are moving to industrialize the 'new normal' of cybersecurity with greater efficiencies across their internal programs and the software development life cycle by seamlessly integrating expert security talent on-demand.”
While this coming boom may not be good news for state and local governments who struggle to compete with the private sector for the most talented tech and cyber staff, there are new options opening up for public-sector employees as well.
This research finds that many retirees want to come back and work 10 to 20 hours a week, especially if they can work remotely.
Many groups are training workers for the post-pandemic job market.
I also have spoken with CISOs and other technology leaders in both the public and private sectors who are much more open to hiring out-of-state workers, even though they would never have allowed that before the pandemic.
And finally, what about those who can’t find work, despite the supposed “boom times” that are coming? Last year, I wrote this blog describing why some skilled cyber pros are still not getting jobs. Here are just a handful of the reasons I listed there:
People are living or looking in the wrong places. They want a local job and do not want to move. (Note: More remote hiring is happening now with COVID-19, but it is still unclear if many of these jobs will go “back to the office” after the pandemic. This leads to hesitancy in taking a job in another part of the country.)
Insistence on remote work. While this is easier during the pandemic, some people want 100 percent remote without travel, which can limit options. Also, some hiring managers are not clear if remote jobs will last after the pandemic restrictions are lifted, so they want to hire locally.
Company discrimination due to older worker applicants. Yes, I agree with my colleagues that this is alive and well in 2020. Other forms of discrimination exist as well, such as race and gender.
Lack of professional networking — especially true during COVID-19. They don’t have personal connections and have a hard time meeting the right people who are hiring or can help them find the right job.
Attitude, character, work ethic, humility, etc. I have written several blogs just on this topic, but some people never get the job because they come across in interviews as entitled or too angry or having a bad attitude. They scare off hiring managers. For more on this topic, see “7 reasons security pros fail (and what to do about it)” and “Problem #3 for Security Professionals: Not Enough Humble Pie” and “Problem 5: Are You An Insider Threat?”
Putting this all together, I love my brother Steve’s perspective on individual career opportunities and selling your ideas (and yourself) to those both inside and outside your organization: “It’s all about the right product at the right place at the right time at the right price — with the right person delivering the message to the right decision-maker.”
During a recent vacation to northern Arizona, I found myself working in a coffee shop surrounded by several men and women that were supporting global companies with technology projects. Conversations were all over the map regarding application enhancements and complex deliverables for some industry-leading names.
I was frankly a bit shocked that all of this work was being run out of a coffee shop — with a few video conference calls to people’s homes. The “new normal” of global workforces became more of a reality to me, and I see this trend accelerating even after the pandemic.
Article Orginal Source:
Article | March 17, 2020
As the coronavirus pandemic continues to sweep the globe, and cities and states impose social-distancing measures, businesses are sending their users home to work. And this massive, unprecedented shift to distance working brings with it a whole new set of cybersecurity challenges. For instance, a lack of IT resources can bite many organizations as they move to enable remote strategies. And when workers and students are sent outside the normal perimeter, managing device sprawl, and patching and securing hundreds of thousands of endpoints, becomes a much a bigger challenge. Threatpost editors wanted to learn more about challenges and best practices from the IT and security professionals on the front lines of this. Please take a few minutes to take the Threatpost poll. The answers will be collected the results will be published in an article later this week.
Article | March 23, 2020
How can progress be measured when it comes to shifts in national security strategy and practice? Several assessment variables might include changes in official national guidance, legal authorities, types of campaigns or operations, lexicon used in national security discourse, and early results of the application of those changes. Since 2016, with the introduction of the construct of persistent engagement and the subsequent development of defend forward, all these variables have changed in a positive manner.