Cybersecurity Marketing Tips for 2022

Bineesh Mathew | September 22, 2021 | 165 views

Cybersecurity Marketing Tips
Cybersecurity is growing as a market, and it has exploded since the pandemic started. This is because the companies incorporated remote work culture like never before. As a result, cyber threats and challenges are increasing. Cyber threats can jeopardize any business. Thus, the demand for cybersecurity products is increasing. However, the providers struggle to meet the increasing demand for cybersecurity services, and the competition is high.

Whatever your business, effective marketing makes you stand out from the crowd. As technology has transformed, various online platforms are being used for effective marketing of all the products. As a result, most leads and sales are coming through online channels today regardless of your business. Thus, having an effective online marketing strategy defines the future of you and your business. So is in the case of cybersecurity products and marketing. Therefore, you should have a clear-cut cybersecurity digital marketing strategy to stand out from the crowd and reach your target audience at the right time with the right message.

Are you a cybersecurity software service provider? Are you struggling with cybersecurity marketing? Read further to know the possible challenges of cybersecurity marketing and how to overcome them proactively.

Cybersecurity Marketing- Challenges

Like every other business, cybersecurity marketing, too, face many challenges. This is because the technology has developed and the competition is high. In addition, educating potential customers about the need for cybersecurity and its effectiveness is a tiresome job.

Some of the significant challenges faced by cybersecurity marketers can be the following:

Educating Potential Clients

Most business people are not aware of the need for cybersecurity today. This is because they are ignorant of it. They will only know its importance when their business is jeopadized due to malware or an incident of phishing. Thus, intense, informative, convincing, and educational content creation is another challenging part of cybersecurity digital marketing.

Building Trust, Credibility, and Trustworthiness

Trust and credibility matter. Whatever cybersecurity products they use, the cybersecurity professionals know that no cybersecurity software is a hundred percentages safe. Therefore, it is a challenge to stand out from the crowd and get the trust of your potential clients as many vendors are claiming they have the best product in the world. Due to these reasons, building up trust, credibility, and trustworthiness is a hard job for cybersecurity marketers.

Finding and Reaching out to your Real Target Audience

‘One-size-fits-all’ policy does not work with cybersecurity businesses. Your product can be applied to particular clients only. Thus, advertising it for the benefit of all is a foolish thing to do in cybersecurity marketing. All cybersecurity professionals know it. Therefore, finding the specific target audience for your product is a challenge.

However, having a proactive cybersecurity marketing strategy and knowing the dos and don’ts will undoubtedly make you stand out from the crowd. In addition, it would enable you to build brand image and sell your products to your actual target audience, who need your products to run their business smoothly.

Cybersecurity Marketing- Tips for 2022

Even if you have all the facilities and tools, cybersecurity product marketing is not that easy. Your success lies where you proactively solve the challenges you face in your marketing process. Let us look into some of the ways and tips to overcome the challenges you may face in the cybersecurity marketing process.

Cybersecurity Customer Testimonials

Nothing matters much more than credibility, trustworthiness, and reliability in the cybersecurity business. Customer experiences and feedback have much value in any business. Customers always want to hear from their fellow customers. Thus, testimonials are crucial in any marketing strategy. You can make use of testimonials in any form, such as written, videos, or podcasts.

You can use these testimonials from your clients as a great resource to display the value of your products. So, get feedback from your clients tactically and even make case studies explaining how your product solved a specific issue faced by one of your clients.

In most cases, customers may not be ready to provide their feedback for public use due to fear of a breach. In that case, you may have to find out creative ways to showcase customers' success stories and feedback without naming the names.

Include Interactive Elements

The modern audience needs interactive sessions and inspiring experiences everywhere. They hate the old school of marketing. Therefore, it is time to shift to virtual tradeshows and webinars. Breaking the traditional rules of marketing and digitally engaging the audience is the need of the hour.

According to Matthew Fisch, a cybersecurity consultant, and SVP sales,

If I want to sell into the banking or financial vertical, for example, I find events that they all go to, and I get to know them, listen to them, and then build a real relationship. “Then, when the topic of security comes up, I act as an advisor to help them build business solutions, whether it is with my company or recommending products and services that I am familiar with from being immersed in the industry. This builds trust, and you can bet when they are ready to buy, I’m on their shortlist.

Apart from webinars and virtual tradeshows, you can also have polls, surveys, games, and breakout sessions as part of your cybersecurity marketing process. Again, this will capture your audience's attention, and you get an excellent opportunity to learn more about those attendees.

Avoid False Information

Remember, as a B2B Cybersecurity marketing professional, you are dealing with cyber professionals. Thus, focus on fact-based marketing. It is very critical that all your content should be fact-based and accurate.

Why?

Cyber professionals are aware that bad actors cleverly use misinformation to lure people to get personal information. Therefore, if your collaterals and brand messaging are not accurate, they may think you are one among them. It affects all your efforts and ends up in gathering a total negative brand image.

Summing up

Along with these, you may have to focus on many other things to be noticed by your targeted audience. However, the tips mentioned above will surely get you clients and build brand image by solving many of the cybersecurity marketing challenges faced by marketers today.

Frequently Asked Questions

What are the major cybersecurity marketing challenges

Cybersecurity marketing faces many challenges today. Some of them can be educating the clients regarding the necessity of cybersecurity, generating relevant content, and reaching out to a specific audience.

What are the effective cybersecurity marketing tactics

Cybersecurity marketers can have unique marketing techniques according to their line products and the nature of the audience. However, webinars, email marketing, content marketing, and social media marketing will quickly help you reach out to your customer.

Spotlight

Fidessa

About Fidessa group: Exceptional trading, investment and information solutions for the world’s financial community. New technology, new regulation, new challenges: making money in today’s financial markets is all about staying ahead of the curve. Having the capability to spot new trends and act fast turns change into opportunity. That’s why 85% of the world’s premier financial institutions trust Fidessa to provide them with their multi-asset trading and investment infrastructure, their market data and analysis, and their decision making and workflow technology.

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Orange and Netskope Partner on Carrier-class Connectivity and SSE Services for a Secure, Cloud-smart Platform

Orange Cyberdefense | September 23, 2022

Orange Business Services, a global network-native digital services company, Orange Cyberdefense, a leading cybersecurity services provider, and Netskope, a leader in secure access service edge (SASE), are partnering to deliver a new SSE (Security Service Edge) solution embedded into the Orange Telco Cloud Platform. The enhanced solution is designed to deliver optimal performance with maximized security, meaning enterprises will no longer need to find a compromise between the two. A decade of shifting to cloud and mobile computing, along with the ever-present demands of hybrid work environments, have put security and networking requirements on a collision course. While SSE addresses the security challenges, enterprises need to incorporate them into overarching connectivity strategies to realize the full benefits of SASE. The partnership will leverage Orange Cyberdefense’s security expertise and Netskope’s global security private cloud footprint and SSE leadership, enabling Orange Business Services to deliver consistent internet security on and off the network. This will help protect enterprise customers from data loss and the growing volume of sophisticated threats across cloud, web and private applications, with the full attributes of a cloud-native platform. The co-managed solution will reduce complexity for enterprises, providing continuously updated cloud security via the Orange Business Services Telco Cloud Platform. Telco Cloud Platform is a revolution in the way networks are built, run, and managed with enhanced performance. The software-defined approach optimized for telco workloads allows for greater agility and cost reduction. Securing an enterprise’s most important assets: people and data This innovative hybrid architecture embeds Netskope’s points-of-presence (POPs) within the Orange network, strengthening the Orange customer value proposition by delivering the benefits of the Orange network, including speed and agility, while enabling customers to tap into the power of Netskope Intelligent SSE. Netskope Intelligent SSE provides granular visibility and real-time data and threat protection for cloud services, websites, and private apps accessed from anywhere, on any device. “Cloud transformation and hybrid work models mean that traditional security architectures are no longer effective or efficient. Plugging our market leading platform into Orange’s network will enable Orange to significantly increase its offering to enterprises looking to secure data without limiting business productivity.” Sanjay Beri, CEO, Netskope “Increasingly enterprises are using the internet as their only WAN transport, even in a growing threat landscape. Working together we are delivering Orange customers a SASE-ready WAN edge while upgrading the security of the enterprise’s network without downgrading the user experience.” says Hugues Foulon, CEO, Orange Cyberdefense. “This innovative partnership is an important part of our Evolution Platform concept designed to simplify connectivity, cloud, and security and support business outcomes from end-to-end, providing real-time protection for our users, their applications, and data, wherever they are. It underscores our position as a trailblazer in SSE and managed services, providing the right balance of performance, speed, and protection to our customers,” adds Aliette Mousnier-Lompré, CEO, Orange Business Services. About Orange Business Services Orange Business Services is a network-native digital services company and the global enterprise division of the Orange Group. It connects, protects, and innovates for enterprises worldwide to support sustainable business growth. Leveraging its connectivity and system integration expertise throughout the digital value chain, Orange Business Services is well placed to support global businesses in areas such as software-defined networks, multi-cloud services, Data and AI, smart mobility services, and cybersecurity. It securely accompanies enterprises across every stage of the data lifecycle end-to-end, from collection, transport, storage and processing to analysis and sharing. About Netskope Netskope, a global cybersecurity leader, is redefining cloud, data, and network security to help organizations apply Zero Trust principles to protect data. Fast and easy to use, the Netskope platform provides optimized access and real-time security for people, devices, and data anywhere they go. Netskope helps customers reduce risk, accelerate performance, and get unrivaled visibility into any cloud, web, and private application activity. Thousands of customers, including more than 25 of the Fortune 100, trust Netskope and its powerful NewEdge network to address evolving threats, new risks, technology shifts, organizational and network changes, and new regulatory requirements.

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DATA SECURITY,PLATFORM SECURITY,SOFTWARE SECURITY

SentinelOne LABScon Security Research Conference Unifies Private and Public Sector Through Groundbreaking Cybersecurity Discoveries

SentinelOne | September 22, 2022

SentinelOne, an autonomous cybersecurity platform company, today launched the inaugural LABScon, a conference dedicated to advancing cybersecurity research for the benefit of collective digital defense. The event features novel findings from sought-after voices in cybersecurity and groundbreaking research by leading research teams. “The goal of LABScon is to provide a venue for advanced security collaboration and community building,” said Migo Kedem, VP Growth and Head of SentinelLabs, SentinelOne. “We are pleased to unite the cybersecurity community - researchers, vendors, and practitioners - to strengthen collective understanding of the security landscape. Only through shared knowledge and collaboration will cybersecurity evolve.” The conference lineup features prominent speakers and world-class researchers presenting on today's most important cyber security topics. Conference highlights include: Mark Russinovich, Microsoft Azure CTO, presents the story of his seminal malware analysis toolkit, which transformed malware analysis and forensic investigation Dmitri Alperovitch, Executive Chairman of the Silverado Policy Accelerator and CrowdStrike Co-Founder and former CTO, discusses cyberwarfare and effective policies Morgan Adamski, Director of NSA's Cyber Collaboration Center, keynotes “Operational Collaboration: The Realities of Success” Chris Krebs, the first director of the Department of Homeland Security’s (DHS) Cybersecurity and Infrastructure Security Agency (CISA) and Partner of the Krebs Stamos Group, shares in-the-trenches perspectives on cybersecurity and government M.J. Emanuel, CISA Incident Response Analyst, delves into recent cyberattacks targeting satellite communications and critical infrastructure Mauro Vignati, International Red Cross, discusses the line between combatants and digital collaborators in war Thomas Rid, Professor of Strategic Studies and founding director of the Alperovitch Institute for Cybersecurity Studies at Johns Hopkins SAIS, debuts cybersecurity discoveries Kim Zetter, world-renowned cybersecurity author, facilitates fireside chats and shares perspectives on cyberwar Kris McConkey, PwC’s Global Cyber Threat Intelligence Practice Lead, releases research detailing new activity emanating from Chinese advanced persistent threat (APT) groups Mandiant, Sophos, Volexity, BlackLotus, PwC, and Binarly drops new APT research and vulnerabilities SentinelLabs releases “Metador,” our most ambitious APT research to date LABScon is hosted by SentinelLabs, a world-class team of security researchers that identifies critical vulnerabilities, new attack vectors, malware strains, and threat actors. The event is sponsored by Stairwell, Luta Security, Cisco Talos, GreyNoise, HP Wolf Security, Aesir, Binarly, Team Cymru, and ReversingLabs. To stay updated with groundbreaking threat research and cybersecurity discoveries, visit https://www.sentinelone.com/labs/ About SentinelOne SentinelOne’s cybersecurity solution encompasses AI-powered prevention, detection, response and hunting across endpoints, containers, cloud workloads, and IoT devices in a single autonomous XDR platform.

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