Cybersecurity Product Marketing Strategy

BINEESH MATHEW | July 20, 2021

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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:

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.

Spotlight

Sensato Cybersecurity Solutions

Sensato is listed as a Top-500 Cybersecurity Innovator. Sensato provides risk assessment, penetration testing, security operations, executive guidance and software to its fans. Primarily focused on healthcare, Sensato also works with the government, Department of Defense, finance and critical infrastructure industries. In 2018 Sensato launched its latest offering, MD-COP, the Medical Device Cybersecurity Operations Program. Sensato MD-COP provides hospitals with a dedicated security operations center, medical device breach detection system, medical device cybersecurity risk assessment,

OTHER ARTICLES

Cybersecurity: Five Key Questions The CEO Must Ask

Article | December 15, 2020

Just about every single day, somewhere in the world, a company falls victim to cyber attackers, even with millions spent on cybersecurity. Every company is a target because they have data and there are too many doors, windows and entryways for cyber attackers to get in, whether on-premise or in the cloud. It is not a question of if, but when, the attackers will get in. Prevention efforts are of course important, but since attackers will get in, equal attention must be on detection going forward. And the focus must be on early detection, otherwise, it will be too late. My book, Next Level Cybersecurity, is based on intensive reviews of the world’s largest hacks and uncovers the signals of the attackers that companies are either missing or don’t know how to detect early, apart from all of the noise. So, the attackers are slipping by the cybersecurity, staying undetected and stealing data or committing other harm. In the book I explain the Cyber Attack Chain. 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My research of the world’s largest hacks reveals that if the company had detected signals of the attackers early, in the intrusion, lateral movement or command and control steps, they would have been able to stop the hack and prevent the loss or damage. My book shows how to detect the signals in time, using a seven-step early detection method. One of the key steps in this method is to map relevant signals to the Crown Jewels (crucial data, IP or other assets). It is a great use case for machine learning and AI. There is a lot of noise, so machine learning and AI can help eliminate false positives and expose the attackers’ signals early to stop the hack. There are two blind spots that just about every single company world-wide faces that cyber attackers will exploit, beginning in 2019, that companies must get on top of. One blind spot is the cloud. There is a false sense of comfort and lack of attention to detection, thinking the cloud is safer because of the cloud provider’s cybersecurity or because the cloud provider has an out-of-the-box monitoring system. However, if the company fails to identify all Crown Jewels and map all relevant cyber attacker signals for the monitoring, the attackers will get in, remain undetected and steal data or commit other harm in the cloud. The other blind spot is Internet of Things (IoT). IoT devices (e.g. smart TVs, webcams, routers, sensors, etc.), with 5G on the way, will be ubiquitous in companies world-wide. While IoT devices provide many benefits, they are a weak link in the chain due to poor built-in security and lack of monitoring. Cyber attackers will focus on IoT devices to make the intrusion, then pivot to get to the Crown Jewels. Detecting early signals of cyber attackers trying to exploit IoT devices will be critical. Companies world-wide need to make cybersecurity a priority, starting in the board room and with the CEO. It all starts at the top. My intensive reviews of the world’s largest hacks reveal in each case a common theme: inadequate or missing CEO and board cybersecurity oversight. Here are five key questions from my book that the CEO must take the lead on and together with the board ask of the management team to make sure the company will not become the next victim of cyber attackers and suffer significant financial and reputational harm: Have we identified all of our Crown Jewels and are not missing any? Do we know where all of the Crown Jewels are located? Have we identified all of the ways cyber attackers could get to the Crown Jewels? Have we mapped high probability signals of cyber attackers trying to get to the Crown Jewels with each Crown Jewel? Are we sifting through all of the noise to detect signals early and reporting to the CEO and the board in a dashboard report for timely oversight? If your answer is No to any of the questions or you are unsure, you have a gap or blind spot and are at risk, and you must follow up to get to a high confidence Yes answer. In my book, Next Level Cybersecurity, I provide other key questions to ask and a practical seven-step method to take cybersecurity to the next level to stay one step ahead of the attackers. It is written in plain language for boards, executives and management, so everyone can get on the same page and together mitigate one of the most significant and disruptive risks faced today, cybersecurity.

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Zero Trust – Demystified

Article | December 15, 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: Users Their locations Their devices and its security posture Their Behaviour 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.

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Protecting against Cybersecurity Threats when Working from Home

Article | December 15, 2020

With the spread of the novel coronavirus (COVID-19), many organizations are requiring or permitting employees to work remotely. This post is intended to remind employers and employees that in the haste to implement widespread work-from-home strategies, data security concerns cannot be forgotten.Employers and employees alike should remain vigilant of increased cybersecurity threats, some of which specifically target remote access strategies. Unfortunately, as noted in a prior blog post, cybercriminals will not be curtailing their efforts to access valuable data during the outbreak, and in fact, will likely take advantage of some of the confusion and communication issues that might arise under the circumstances to perpetrate their schemes. Employees working from home may be accessing or transmitting company trade secrets as well as personal information of individuals. Inappropriate exposure of either type of data can lead to significant adverse consequences for a company.

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5 Digital Transformation-Driven Cybersecurity Considerations

Article | December 15, 2020

On their road to recovery from the pandemic, businesses face unique dilemmas. This includes substantial and entirely necessary investments in digital transformation, however tight budgets are making such endeavors difficult if not impossible. Businesses continue to struggle with pivots like adopting new digital platforms, shifting their corporate model to resolve supply chain disruption and enabling a remote workforce. The inability for businesses to quickly adopt technologies that support digital transformation processes, including identity-based segmentation, virtual desktop interfaces and full-stack cloud, is hindering their ability to adequately address new threats and even to test new security systems and protocols. “Now more than ever, it’s imperative to remediate risk exposure and vulnerabilities within an organization’s existing systems—optimally from the get-go,” urges cybersecurity expert Nishant Srivastava, Cyber Security Architect and field expert at Cognizant—an IT Solutions and Services firm for which he's focused on designing and implementing Identity and Access Management (IAM) solutions. “Biggest threats should get highest priority, of course, but the magnitude or even likelihood of a threat should not be the sole consideration. Organizations should also look at other forms of value that new technologies can bring.” Below Srivastava, a senior-level IAM, governance and cyber risk authority, offers key digital security vulnerabilities businesses need to be mindful of given increased digital dependency amid the pandemic. Heed these best practices to help keep your company—and customers—uncompromised. Consumer-Facing App Gaps For consumer-facing web applications, some of the biggest security threats include path traversal, cross-site scripting (XSS), SQL injections and remote command execution. Of course, protecting customer data is an utmost security concern and breaches abound. One of the biggest challenges to address these kind of issues lies with lacking human resources. There is a lack of aptly trained and skilled security staff in even the most sophisticated of regions, which is cultivating a gap in cybersecurity skills across the globe. It goes without saying that employee training and investing in highly-qualified staff are among the best ways to establish, maintain and uphold security levels of consumer facing apps. Rifts, however small, can induce excessive damage and losses. eCommerce Exposure Online delivery businesses that are aware of security risks would be wise to introduce more secure logins, automatic logouts and random shopper ID verification and are preventing shoppers from swapping devices when ordering. Such measures will help thwart breaches that expose of customer names, credit card information, passwords, email addresses and other personal and sensitive information. Companies selling goods or services online also should not launch without a secure socket layer (SSL) connection. It will encrypt all data transfer between the company’s back end server and the user's browser. This way, a hacker won’t be able to steal and decode data even if he or she manages to intercept web traffic. Another useful strategy is to enforce password limitations. Passwords should be as complicated as possible with a combination of symbols, numbers and letters. Investing in a tokenization system is worthwhile because any hacker who accesses the back end system can read and steal sensitive information, which is held in the database as plain text. Some payment providers tokenize cardholder information, which means a token replaces the raw data so the database then holds a token rather than the real data. If someone steals it, they can’t do anything with it because it’s just a token. Ransomware Recourse Ransomware threats are escalating, which is why those doing business digitally should enforce a multi-layer security strategy that incorporates data loss prevention software, file encryption, personal firewall and anti-malware. This will protect both a company’s infrastructure and its endpoint. Data backups are key because there’s still a mild chance of a breach even with all of the aforementioned security solutions in place. The easiest and most effective way to minimize cyberattack damage is to copy files to a separate device. This very reliable form of backup makes it possible for people to recommence work as usual with little to no downtime, and all their computer files intact, should an attack occur. Gone Phishing Gmail blocks over 100 million COVID-related phishing emails every day, but more than 240 million are sent. That means less than half sent via Gmail alone are blocked. Experts cite imposing limits on remote desktop protocol (RDP) access, multifactor authentication for VPN access, in-depth remote network connection analysis and IP address whitelisting as some of the best strategies to maintain security. In addition, businesses should secure externally facing apps like supplier portals that use risk-based and multifactor authentication—particularly for apps that would let a cybercriminal divert payments or alter user bank account details. Shielding Teleconferences The shift to remote work after the pandemic hit has given cybercriminals more and more opportunities, directing their focus on the tools people use for work. It’s important that people recognize their vulnerabilities, particularly while they work from home. Among these are hacked videoconference passwords and unprotected videoconference links, which criminals can use to access an organization’s network without authorization. Many people who work from home do not use secured networks, unknowingly and unintentionally. Many are just not aware of the risks. To avoid online teleconference security issues, meetings should always be encrypted. This means a message can only be read by the recipient intended and that the host must be present before the meeting begins. There should also be waiting rooms for participants. Screen share watermarks, locking a meeting, and use of audio signatures are additional recommendations. When asked what his best advice would be to tweak security for a workforce that’s predominately working remotely, Nishant says that companies should start by analyzing the basics (like those specified above) against the backdrop of a wide range of ever-escalating and evolving threats. “Employees should use dual-factor authentication and make sure apps, mobile phones and laptops are updated and that available patches and updates are always installed,” he says. “They should certainly be wary of all information requests and verify the source. These even include unexpected calls or emails seemingly from colleagues.” Srivastava also pointed out that insiders at the CIO Symposium in July 2020 agreed that the pandemic packed years of digital transformation into just a few weeks. The use of third parties emerged as a major security concern to take into account. For instance, some employees abroad were unable to move their computers to their homes, so employers rushed to supply them with new equipment. In the process, some of it was not set up correctly thus compromising security. Companies should have done more to determine out whether individuals were using technology properly, such as if employees were sharing work devices or using their own personal equipment. On the plus side, the shift toward working from home sped up multi-factor authentication adoption. This is a great opportunity that today’s digitally-driven businesses should take advantage of. In short, Srivastava advocates taking a zero-trust approach. “It might sound harsh, but this is the idea that you can’t trust devices, people and apps by default,” he says. “Everything needs to be authorized and authenticated. Users should always verify and never trust, and businesses should act as if there has already been a breach and work to shore up weak links in the security chain. Finally, businesses should give access to information and data to as few people as possible—and wholly ensure those who do have access are appropriately trained to recognize when a red flag presents. By employing all or even some of the advice above, businesses can continue to thrive as the digital transformation age unfolds—and do so more confidently and contently all around.

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Spotlight

Sensato Cybersecurity Solutions

Sensato is listed as a Top-500 Cybersecurity Innovator. Sensato provides risk assessment, penetration testing, security operations, executive guidance and software to its fans. Primarily focused on healthcare, Sensato also works with the government, Department of Defense, finance and critical infrastructure industries. In 2018 Sensato launched its latest offering, MD-COP, the Medical Device Cybersecurity Operations Program. Sensato MD-COP provides hospitals with a dedicated security operations center, medical device breach detection system, medical device cybersecurity risk assessment,

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