When Ransomware Stopped Working Harder and Started Working Smarter

| October 23, 2018

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Four years ago, we used to joke about the likelihood of Cryptolocker being delivered to every single email address on the internet. Back then, criminals would blast phishing emails to millions of email addresses, sending ransomware variants via infected links or Word Documents without any apparent rhyme or reason in their targeting. We saw everyone from students to grandparents, home users to IT professionals on corporate workstations fall prey to these attacks. But when ransomware started encrypting network accessible resources, corporations started paying attention.

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What Lessons Can We Takeaway from Las Vegas’ Recent Thwarted Cyberattack?

Article | February 27, 2020

Picture this: a news story detailing a cyberattack in which no data was exfiltrated, thousands (or even millions) of credit card details weren’t stolen, and no data was breached. While this isn’t the type of headline we often see, it recently became a reality in Las Vegas, Nev. On January 7, 2020, news broke that the city of Las Vegas had successfully avoided a cyberattack. While not many details were offered in the city’s public statement, local press reported that the attack did employ an email vector, likely in the form of a direct ransomware attack or phishing attack. The use of the word “devastating” in the public statement led many to believe ransomware was involved. This inference isn’t farfetched—and is likely a correct conclusion—given that cities throughout the U.S. have seen ransomware attacks on critical systems. Attacks that have cost those cities millions of dollars.

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We Need to Improve Cybersecurity Standards in Space

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.

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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. It calls for the necessity of product improvement. { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "How to start with cybersecurity marketing?", "acceptedAnswer": { "@type": "Answer", "text": "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." } },{ "@type": "Question", "name": "Why is cybersecurity essential for marketers?", "acceptedAnswer": { "@type": "Answer", "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." } },{ "@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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Security by Sector: Improving Quality of Data and Decision-Making a Priority for Credit Industry

Article | February 17, 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?A new study of credit management professionals has revealed that improving the quality of data and decision-making will be a top priority for the credit industry in the next three years. The research, from Equifax Ingnite in collaboration with Coleman Parkes, takes a deep dive into the views of credit management pros across retail, banking, finance and debt management/recovery sectors.

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Spotlight

LookingGlass Cyber Solutions, Inc.

LookingGlass Cyber Solutions delivers comprehensive threat intelligence driven security through a scalable solution portfolio of machine readable threat intelligence (MRTI), threat intelligence management with 140+ data sources transformed into global Internet and threat intelligence, network threat mitigation, and threat intelligence services.

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