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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"name": "Why is cybersecurity essential for marketers?",
"text": "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."
"name": "How can marketing help to improve cybersecurity products?",
"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 | June 2, 2021
Cyber Security has quickly evolved from being just an IT problem to a business problem. Recent attacks like those on Travelex and the SolarWinds hack have proved that cyber-attacks can affect the most solid of businesses and create PR nightmares for brands built painstakingly over the years. Investing in cyber security training, cyber security advisory services and the right kind of IT support products, has therefore, become imperative in 2021.
Investing in cyber security infrastructure, cyber security certification for employees and IT solutions safeguards businesses from a whole spectrum of security risks, ransomware, spyware, and adware.
Ransomware refers to malicious software that bars users from accessing their computer system, whereas adware is a computer virus that is one of the most common methods of infecting a computer system with a virus. Spyware spies on you and your business activities while extracting useful information. Add social engineering, security breaches and compromises to your network security into the mix, and you have a lethal cocktail.
Article | March 17, 2020
Cybersecurity has never been more important for every level of our government.
The hacking attempts at major federal agencies have raised the profile of nefarious actors who use their highly advanced cyber skills to exploit both security and the vulnerabilities created by human error. Just last month, the Department of Defense confirmed that computer systems controlled by the Defense Information Systems Agency had been hacked, exposing the personal data of about 200,000 people. Additionally, the Department of Justice recently charged four members of the Chinese military for their roles in the 2017 Equifax breach that exposed the information of 145 million Americans. The hackers were accused of exploiting software vulnerability to gain access to Equifax’s computers. They are charged with obtaining log-in credentials that they used to navigate databases and review records.
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. It is a simplified model that shows the steps that cyber attackers tend to follow in just about every single hack. There are five steps:
command and control; and
At each step, there will be signals of the attackers’ behavior and activity. But the signals in the intrusion, lateral movement and command and control steps provide the greatest value because they are timely.
The external reconnaissance step is very early and the signals may not materialize into an attack, while detecting signals in the execution step is too late because by this time the data theft or harm will have already occurred.
My research uncovered 15 major signals in the intrusion, lateral movement and command and control steps that should be the focus of detection.
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.