Marketing That’s as Good as Your Cybersecurity Solution
As you likely know, cybersecurity refers to the process of providing and maintaining confidentiality, integrity, availability, and privacy. This includes measures to prevent and respond to all cybercrime incidents, such as digital attacks and disruptions, to protect computer systems, networks, programs, and data (e.g., personal assets, important files, and industrial and governmental information).
With the quantum era upon us, cybersecurity has become essential as companies, governments, and individuals rely on IT systems vulnerable to malicious actions by bad actors. This digital transformation has made security a priority for organizations of every size.
With over 3,500 cybersecurity companies competing for their share of the $185.70bn global market in 2024, the marketing teams at these companies face almost insurmountable pressure to deliver.
Work smarter, not harder.
Nail your brand story. Every cybersecurity company has a unique brand story it can tell to help it stand apart from the competition. Yes, the ‘speeds and feeds’ of your solution are important, but only once a prospective customer gets a sense of what you are all about, starting with why you got into cybersecurity in the first place. As Vice Chair of Ogilvy UK, Rory Sutherland, said, "More than anything else, competition is an ideology – the ideology – that pervades our society and distorts our thinking." So, telling your unique story instead of trying to out-flank your competitors is crucial.
Avoid the standard category tropes and stereotypes. Hoodies are great, especially this time of year when temps dip. But showing scary hacker-like silhouettes or characters is a worn-out me-too approach. Depicting bad actors as scary boogieman-like creatures doesn’t set you apart or help your cause. Instead, focus on the confidence and calm customers will enjoy when benefiting from your incredible protection or post-breach help.
Honor the intelligence of your audience. CISOs and IT folks generally get nerdy and geekified messages all the time. These folks are smart—like really smart. So treat them respectfully and honor their intelligence, avoiding pedantic statements or see-and-say creative ideas that tell them what to think. Be smart and give them a mental puzzle or reward that fuels engagement with your content.
Speak on their terms, not to yourself. We know they are facing an ever-growing problem of keeping up with multidirectional threats. Acknowledge this and be honest about how your solution will help them confidently move forward. Never tell them what to think; instead, reflect on how you can be there for them when they need you, all in the language they’d use if describing things to a peer or friend.
Work smarter, not harder. Model B is here for you, ready and excited to conceive and deploy strategic marketing solutions that adhere to these best practices. Our management consulting approach ensures we understand exactly how your company makes money, brings clarity to your brand story, and then puts in motion the marketing mix that delivers outsized growth for your business. With the buying committee for cybersecurity solutions growing to 20+ people with diverse backgrounds and responsibilities, together we’ll reach them with your compelling messaging in the right channel, with the right approach to get you the biggest possible bite of the market today and into the future.
Give us 30 minutes, and we’ll share three new growth ideas specific to your business and brand. Ready to grow?
