Article | April 9, 2020
What races through your mind when you see “Coronavirus” or “COVID-19”? Fear, anxiety, curiosity… these internal reactions can prompt actions that we may not normally take. Recent attacks have been sending out mandatory meeting invites that ask you to log in to accounts. Others have been receiving emails to put themselves on a waiting list for a vaccine or treatment. The heightened emotions we experience when we see emails, or messages like this, may prompt us to give personal information out more willingly than we usually would. Security awareness takes a back seat as emotion takes over. It’s known as amygdala hijacking. Why does this happen to us? The amygdala is a small part of the brain that is largely responsible for generating emotional responses. An amygdala hijack is when something generates an overwhelming and immediate emotional response.Many common cyber security scams use amygdala hijacking to their benefit. We see this used often in phishing, vishing, SMShing, and impersonation attacks. Chris Hadnagy of Social-Engineer, LLC did a case study on amygdala hijacking in social engineering.
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 | June 1, 2021
Over the last year, the education delivery model has changed rapidly. Universities have learnt to operate entirely remotely and now that learning may resume in person, a hybrid education model will likely continue. The transition from physical to online models happened so quickly that it left many IT networks exposed to serious harm from outside forces. With a hybrid model, there is likely a widening attack surface area.
A recent spate of attacks suggests that cyber-criminals are taking notice of the seemingly infinite weaknesses in learning centers defenses. But why?
One of the primary reasons is that universities operate large corporate-sized networks, but without the budgets to match. Add to that, teachers and students aren’t given training to use and connect their technology in a safe way.
To avoid falling victim to devastating cyber-attacks which often have dire consequences, we share three lessons universities need to quickly take on board.
Your Research is Valuable to Cyber-Criminals
There is a hefty price tag on some of the research conducted by universities, which makes it particularly attractive to cyber-criminals. The University of Oxford’s Division of Structural Biology was targeted in February by hackers snooping around, potentially in search of information about the vaccine the university has worked on with AstraZeneca. It’s not just gangs of cyber-criminals targeting research facilities, last year Russian state backed hackers were accused by official sources in the US, UK and Canada of trying to steal COVID-19 vaccine and treatment research.
With world-leading research hidden in the networks of universities, its unsurprising that last year over half (54%) of universities surveyed said that they had reported a breach to the ICO (Information Commissioner’s Office). The research conducted by many UK universities makes them an attractive target for financially motivated cyber-criminals and state-sponsored hackers in search of valuable intellectual property.
To add insult to injury, ransomware attackers are doubling their opportunity for pay off by selling off the stolen information to the highest bidder, causing a serious headache for the victims while potentially increasing the value of their pay-out.
Personal Information of Students and Staff Can Easily Fall into the Wrong Hands
Based on tests of UK university defenses, hackers were able to obtain ‘high-value’ data within two hours in every case. In many cases, successful cyber-attacks are followed by not only a ransom note demanding payment for the recovery of frozen or stolen data, but also the added threat of sharing any sensitive stolen information with the public.
Article | November 25, 2020
I would like to share my experience with you and talk about viruses created for Mac devices and how to deal with them. You may say that there are no Mac viruses as Apple does not allow it. However, I may say that there are plenty of nasty malware types like adware that open new tabs in your browser, redirect you to irrelevant pages and show numerous popups.
Yes, these are not real viruses. Adware like Search Marquis cannot clone itself and infect other connected devices. It cannot encrypt your files or cause any other harm. Its activity is related only to web redirects and excessive advertising. At the same time, who knows which rogue websites adware may land you on next time. It may happen that you end up on a phishing website where cyber crooks harvest personal information that leads to identity theft.
I strongly recommend removing all adware that penetrated your device. But there is a problem here. If you want to get rid of Mac adware, you cannot quickly find a solution. If you go to google and search there how to get rid of Mac malware, you will see that all top results offer you to buy and install some shady software. In reality, these Mac antiviruses do nothing, as we know that the Apple ecosystem does not allow apps to access other apps' data. No antivirus can really scan and check your files.
How to remove Mac malware
If your system is infected with adware and you do not know how to get rid of it, you may try to call Apple and ask what to do. You can find their phone number here: support.apple.com/en-gb/HT201232#us-ca.
Another option is to try your luck on Apple communities. Thousands of tech enthusiasts help uses with their problems there. Here is a sample thread: discussions.apple.com/thread/8226644.
There are other options too. Apple operating systems are not very difficult to use, and any person can remove adware manually by going through step-by-step guides posted on numerous malware removal websites. Here is a guide by BitAdvisors.com on how to remove Search Marquis malware.
Most rogue software works by exploiting bugs and vulnerabilities in your computer's operating system. And macOS has its own bugs too. To fix these vulnerabilities, Apple periodically releases operating system updates. To date, macOS has not proved attractive enough for cybercriminals and evil developers to flood it with malware.
To stays away from any surprises, it is recommended to update your OS as well as all apps installed regularly.
You should never install apps from unofficial app stores not controlled by Apple.
One of the ways for adware to penetrate your Mac computer is through bundled installs. You download and install a very useful app that is often free, but in reality, you get several apps. People never read user agreements written in small print. There it can be noted that you agree to install additional tools and provide some rights to them. Whenever you install something, be careful and read user agreements, and do not miss additional unnecessary software.
Do not install any software without urgent necessity. Any additional software widens the attack surface.
To be able to do bad things, current Mac malware requires users to perform some actions – grant rights. So, be careful with allowing any app to access your data, change settings, etc.
One more wise move is to make backups. iCloud or ordinary flash drives will help you not lose your data in case of a system glitch or malware attack.
Final advice - do use VPNs. Your connection will be encrypted, and attackers will not be able to find where you are actually located or what data your traffic consists of.