Cybersecurity Product Marketing Strategy

BINEESH MATHEW | July 20, 2021 | 194 views

Cybersecurity Product Marketing Strategy
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 make their 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:

Blogs

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.

Case Studies

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.

Videos

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 cybersecurity product marketing strategy. First, however, be mindful of how many emails you are sending to your prospects.

Interactive Sessions

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.

Paid Campaigns

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.

Summing up

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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GuidePoint Security Launches Industrial Control Systems (ICS) Security Service Offerings

GuidePoint Security | September 28, 2022

GuidePoint Security, a cybersecurity solutions leader enabling organizations to make smarter decisions and minimize risk, today announced the availability of its ICS Security Services. These service offerings include a Security Program Review, Security Architecture Review and ICS Penetration Testing that collectively are designed to provide an organization with a holistic view of their entire ICS security posture. Traditionally, Operational Technology (OT) environments were kept separate and isolated from the traditional IT infrastructure. Today, ICS environments have emerged from the combination of IT and OT (Industry 4.0), introducing new features and easier management, but also creating new vulnerabilities and attack vectors. For example, an OT environment can be breached by an attack that comes through the IT environment. With GuidePoint’s ICS Security Services, organizations can ensure they have visibility across not only their OT environment, but also their broader organization. “The convergence of OT and traditional IT infrastructure into ICS environments has led to easier operational oversight, but it also introduces new avenues for attackers to exploit,” said Pascal Ackerman, Sr. Security Consultant - Operational Technology. “Through the combined expertise of our Governance, Risk and Compliance, Security Architecture, and ICS penetration testing practices, we can provide customers with an assessment of their entire ICS security posture, evaluating every angle of their environment.” GuidePoint’s ICS Security Service offerings include: Security Program Review (SPR): The SPR evaluates and measures an organization’s security program maturity and is based on the framework chosen by the customer, including, but not limited to: NIST Cybersecurity Framework (CSF), NIST 800 82, CIS Controls, ISO/IEC 62443, ISO 27001, C2M2, FERC/NERC-CIP, CISA TSS and ITU CIIP. With GuidePoint’s SPR offering, organizations can better assess their security program and its maturity level, and build or enhance their existing program to ensure it is right-sized to their unique requirements. ICS Security Architecture Review (SAR): The SAR evaluates an organization’s security capabilities to ensure deployed technologies are aligned with relevant compliance requirements. GuidePoint’s team of experts provides industry-recommended enhancements to an organization’s existing solutions as well as recommendations for new controls to augment and further mature security practices. ICS Penetration Testing: This service goes beyond a typical OT pentest by combining best-in-class IT and OT pentesting methodologies to form a holistic offering that will assess all security aspects of the production environment. Organizations gain real-life, actionable results based on proven ICS (IT and OT) penetration testing methods and techniques. These ICS Security Services round out a complete portfolio of cyber-focused Governance, Risk and Compliance offerings, Security Architecture Reviews, as well as Threat and Attack Simulation Services, to ensure the security of customers’ environments. About GuidePoint Security GuidePoint Security provides trusted cybersecurity expertise, solutions and services that help organizations make better decisions that minimize risk. Our experts act as your trusted advisor to understand your business and challenges, helping you through an evaluation of your cybersecurity posture and ecosystem to expose risks, optimize resources and implement best-fit solutions. GuidePoint’s unmatched expertise has enabled a third of Fortune 500 companies and more than half of the U.S. government cabinet-level agencies to improve their security posture and reduce risk.

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DATA SECURITY,PLATFORM SECURITY

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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