Meet the People of IBM Security

| May 15, 2019

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At IBM Security, we have different backgrounds but we move to the beat of the same drum: our mission is to protect business, freeing our customers to thrive in the face of cyber uncertainty. Watch the video to hear from a diverse group of our team members, why they love what they do, and how IBM Security changed their perceptions of what it means to be an IBMer.

Spotlight

PSafe Technology

PSafe Technology, Inc is a leading provider of mobile privacy, security, and performance apps for the Android platform. The company is dedicated to delivering innovative products that protect consumers’ freedom to safely connect, share, play, express, and explore online. The flagship antivirus and anti-hacking app, dfndr security, has 130+ million installations globally and was recently named as a top-rated antivirus software by the AV-TEST Institute — the world leader in security and antivirus research.

OTHER ARTICLES

Authentication and Passwords Concerns Top New Ponemon Institute Report

Article | February 20, 2020

IT security practitioners are aware of good habits when it comes to strong authentication and password management, yet often fail to implement them due to poor usability or inconvenience, says the 2020 State of Password and Authentication Security Behaviors Report by Yubico and Ponemon Institute. According to the report,IT security practitioners and individuals are both engaging in risky password and authentication practices, yet expectation and reality are often misaligned when it comes to the implementation of usable and desirable security solutions. The tools and processes that organizations put in place are not widely adopted by employees or customers, making it abundantly clear that new technologies are needed for enterprises and individuals to reach a safer future together.

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Security by Sector: Medical IoT Gets Much Needed Dose of Cybersecurity

Article | February 20, 2020

The subject of how information security impacts different industry sectors is an intriguing one. For example, how does the finance industry fare in terms of information security compared to the health sector, or the entertainment business? Are there some sectors that face greater cyber-threats and risks than others? Do some do a better job of keeping data secure, and if so, how and why? Information security risks and challenges in the healthcare industry are well documented and much maligned. There are several reasons why the healthcare sector is particularly vulnerable, but one of the chief causations is the high amount of connected yet insecure devices commonly used within hospitals, clinics and medical centers. For example, a report from researchers at healthcare cybersecurity company CyberMDX discovered that connected medical devices are twice as likely to be vulnerable to the BlueKeep exploit compared to other devices on hospital networks.

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Guide to Cloud Security Certification: Which Ones Are the Best of the Best?

Article | April 27, 2021

As your organization looks to move to cloud computing, security certification will become more critical. Cloud solutions have unique security considerations that are different from an on-premise solution. IT professionals that are managing these solutions should be well-versed in multi-layered protection, encryption, monitoring, and more. Not only is certification important for your own IT staff, but it should also be part of your recruiting strategy. Experience combined with certifications can be invaluable foclr protecting your cloud environment. You want to ensure that the data you store in the cloud is protected from security threats.

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Cybersecurity Product Marketing Strategy

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: 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 cybersecurityproduct 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. 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In addition, cyber threats can be detrimental for businesses." } },{ "@type": "Question", "name": "How can marketing help to improve cybersecurity products?", "acceptedAnswer": { "@type": "Answer", "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." } }] }

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Spotlight

PSafe Technology

PSafe Technology, Inc is a leading provider of mobile privacy, security, and performance apps for the Android platform. The company is dedicated to delivering innovative products that protect consumers’ freedom to safely connect, share, play, express, and explore online. The flagship antivirus and anti-hacking app, dfndr security, has 130+ million installations globally and was recently named as a top-rated antivirus software by the AV-TEST Institute — the world leader in security and antivirus research.

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