Article | February 27, 2020
Last month, SpaceX became the operator of the world’s largest active satellite constellation. As of the end of January, the company had 242 satellites orbiting the planet with plans to launch 42,000 over the next decade. This is part of its ambitious project to provide internet access across the globe. The race to put satellites in space is on, with Amazon, UK-based OneWeb and other companies chomping at the bit to place thousands of satellites in orbit in the coming months. These new satellites have the potential to revolutionise many aspects of everyday life – from bringing internet access to remote corners of the globe to monitoring the environment and improving global navigation systems. Amid all the fanfare, a critical danger has flown under the radar: the lack of cybersecurity standards and regulations for commercial satellites, in the US and internationally. As a scholar who studies cyber conflict, I’m keenly aware that this, coupled with satellites’ complex supply chains and layers of stakeholders, leaves them highly vulnerable to cyberattacks.
Article | February 27, 2020
Researchers at security firms including Sentinel One and Drago’s have been mystified by a piece of code named Ekans or Snake, over the last month. Drago’s publically released its full report on Ekans Ransomware that has recently inflicted Industrial Control Systems and these are some of the most high-value systems that bridge the gap between digital and physical systems. In the history of hacking, only a few times a piece of malicious code has been marked attempting to intrude Industrial Control Systems. Ekans is supposed to be the first Ransomware with real primitive capability against the Industrial Control Systems, software, and hardware used in everything from oil refineries to power grids. Researchers say this ransomware holds the capability to attack ICS by Honeywell and GE as well.
Article | February 27, 2020
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.
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.
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.
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Article | February 27, 2020
What’s more, organisations should also keep in mind that prevention alone is not enough; according to IBM, the average breach detection and containment times currently sits in the region of 280 days. In this time, it’s easy for cyber attackers to gain a foothold in an environment and quickly cause damage.
“When developing a cyber security strategy, traditionally enterprises have focused on the threat prevention with little attention given to detection and often none to response,” said Martin Riley, director of managed security services at Bridewell Consulting.