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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Article | July 20, 2021
Matt Newton, senior portfolio marketing manager at AVEVA, discusses how IIoT can best cyber security challenges met through software adoption. According to Gartner’s 2019 Industrial IoT Platforms Magic Quadrant report, by 2023 30% of industrial enterprises will have full, on-premises deployments of IIoT platforms. IIoT platforms and software adoption is rapidly increasing – up 15% in 2019 – and this will undoubtedly continue to grow as we progress through the new decade. From enhancing operational performance to improved business processes, adopting new technology and software capabilities is vital for business success in today’s industrial sector. However, when it comes to adopting software and technology, integrating new systems with existing legacy systems in the industry can be a challenge.
Article | July 20, 2021
Global leaders want to carve out specific areas of critical infrastructure to be protected under international agreements from cyber-attacks. But where does that leave others?
There are ‘four or five steps you could take that could significantly mitigate this risk,’ Falk said. These are patching, multifactor authentication and all the stuff in the Australian Signals Directorate's Essential Eight baseline mitigation strategies. …”
Back in April of this year, a BBC News headline read, "The ransomware surge ruining lives."
And that was before the cyber-attacks on critical infrastructure sectors like Colonial Pipeline, meat-processing giant JBS, the Irish Health Service and so many others.
And when President Biden met with Russian President Putin last month in Geneva, he declared that certain critical infrastructure should be “off-limits” to cyber-attacks.
“We agreed to task experts in both our countries to work on specific understandings about what is off-limits,” Biden said. “We’ll find out whether we have a cybersecurity arrangement that begins to bring some order.”
As an initial positive step forward, this cyber defense policy makes sense. In fact, most global experts applaud these moves and efforts to better protect and clarify international crimes in cyberspace.
Previous administrations going back to George W. Bush have taken aggressive steps to ensure critical infrastructure is protected in the U.S. and around the world through actions involving people, process and technology, both offline and online. The 16 critical infrastructure sectors identified by DHS/CISA can be found here.
Still, many questions remain regarding this new policy: Will all global governments actually agree on the wording? More importantly, even if they do agree, how will the agreements be enforced? Also, what happens if some countries continue to allow criminals to attack these critical infrastructure sectors from their soil?
And my main question goes further: Even if all of these agreements and actions are 100 percent agreed upon and enforced, which most people don’t believe will happen, does this imply that every organization not covered under these 16 critical infrastructure sectors can be openly attacked without a response? Is this giving into cyber criminals for everyone else?
For example, would K-12 schools or small businesses be “fair game” and not off limits? Could this actually increase attacks for any organization not considered on the CISA list?
No doubt, some will say that schools are a part of government, and yet there are private schools. In addition, if we do cover all others somehow, perhaps as a supplier of these 16 sectors, doesn’t that make the “off-limits” list essentially meaningless?
Essentially, where is the line? Who is included, and what happens when some nation or criminal group crosses the line?
These questions became more than an intellectual thought exercise recently when the Kaseya ransomware attack impacted more than 1,500 businesses, without, in their words, impacting critical infrastructure.
CBS News reports, “Still, Kaseya says the cyber-attack it experienced over the July 4th weekend was never a threat and had no impact on critical infrastructure. The Russian-linked gang behind the ransomware had demanded $70 million to end the attack, but CNBC reported that the hackers reduced their demands to $50 million in private conversations.
"The Miami-based company said Tuesday that it was alerted on July 2 to a potential attack by internal and external sources. It immediately shut down access to the software in question. The incident impacted about 50 Kaseya customers.”
OTHER RECENT RANSOMWARE NEWS
Meanwhile, in a bit of a surprise, ransomware group REvil disappeared from the Internet this past week, when its website became inaccessible.
As Engadget reported, “According to CNBC, Reuters and The Washington Post, the websites operated by the group REvil went down in the early hours of Tuesday. Dmitri Alperovitch, former chief technology officer of the cyber firm CrowdStrike, told The Post that the group's blog in the dark web is still reachable. However, its critical sites victims use to negotiate with the group and to receive decryption tools if they pay up are no longer available. Visitors to those websites now see a message that says ‘A server with the specified host name could not be found.’"
CNBC reported: “There are 3 main possibilities for the criminal gang’s disappearance — each of which carries good and bad news for U.S. efforts to combat the ransomware scourge emanating from Russia.
The Kremlin bent under U.S. pressure and forced REvil to close up shop.
U.S. officials tired of waiting for Kremlin cooperation and launched a cyber operation that took REvil offline.
REvil’s operators were feeling the heat and decided to lay low for a while.
"This situation may send a message to some of the players that they need to find a less-aggressive business model, which could mean avoiding critical infrastructure, or it could mean avoiding U.S. targets.”
Also, the Biden administration announced several other measures to combat ransomware: “The Biden administration will offer rewards up to $10 million for information leading to the identification of foreign state-sanctioned malicious cyber activity against critical U.S. infrastructure — including ransomware attacks — and the White House has launched a task force to coordinate efforts to stem the ransomware scourge.
"It is also launching the website stopransomware.gov to offer the public resources for countering the threat and building more resilience into networks, a senior administration official told reporters.”
And yet, many experts are still predicting that ransomware will continue to grow in the near future. For example, TechHQ wrote that “identifying the culprits often isn't as big an obstacle as apprehending them.”
To show recent growth of ransomware attacks, Fox Business offered details on a Check Point report this past week that “ransomware attacks surge, growing 93 percent each week.”
Also: “'The ransomware business is booming. We’re seeing global surges in ransomware across every major geography, especially in the last two months,' said Lotem Finkelstein, head of threat intelligence at Check Point Software. 'We believe the trend is driven by scores of new entrants into the ransomware business.'"
For more background on this hot topic, a few weeks back I appeared on MiTech News to discuss the ransomware crisis.
I’d like to close with this article which offers a slightly different perspective on ransomware from ZDNet Australia:
“The threat of ransomware dominates the cyber news right now, and rightly so. But this week Rachael Falk, chief executive officer of Australia's Cyber Security Cooperative Research Centre, made a very good point.
Ransomware is ‘Totally foreseeable and preventable because it's a known problem," Falk told a panel discussion at the Australian Strategy Policy Institute (ASPI) on Tuesday.
‘"It's known that ransomware is out there. And it's known that, invariably, the cyber criminals get into organisations through stealing credentials that they get on the dark web [or a user] clicking on a link and a vulnerability," she said.
‘We're not talking about some sort of nation-state really funky sort of zero day that's happening. This is going on the world over, so it's entirely foreseeable.’"
Article Orginal Source:
Article | July 20, 2021
Cybersecurity professionals are always interested in understanding how evolving events shape the threat landscape. Events such as WannaCry and NotPetya may have temporarily crippled technology environments that were running with third-rate security*, but the repercussions from the coronavirus will hit every organization, no matter how resilient they thought they were. No single event to date has changed the tech threat landscape more than the consequences and impacts developing around the Coronavirus (aka SARS-CoV-2 and the disease CoViD-19). Then there are the business consequences, such as the sudden changes in consumer patterns and steep loss of income. The coronavirus is unmistakably a black swan event. It falls outside of the outliers. It creates a situation that many security professionals are familiar with: The Medusa Effect.