Delivering your … But, at larger organisations, this may also include CISOs, risk managers and CFOs. CMOs are not typically involved in managing cyber risk; in fact, only 22% of consumer product companies include CMOs on incident-response teams in the event of a cyber breach. Marketing Communications for Cyber Security Companies. Develop educational content that clearly demonstrates how your product solves a real-life cyber security attack and back it up with case studies, independent industry reviews etc. In the meantime, you need a way to nurture these leads and move them further down the funnel. But what is... © Fifty Five and Five 2020 - Our head office is registered in England and Wales as company no. This is a valuable opportunity to advertise other helpful content or encourage demo sign-ups. With so much at stake, business owners are taking care to find solutions they can rely on. In order for your content to be effective, it’s essential that your company provides real-world examples to demonstrate both the importance of cyber security and the effectiveness of your solutions. Content marketing, email marketing, social media marketing … Here are some examples of content that you might include in your email marketing: Email (along with retargeting ads) are the primary way to nurture leads. With this sort of asset, time is of the essence – the older the data is, the less likely prospects will find it useful. According to Content Marketing Institute, case studies are one of the most important tactics for B2B companies. Review analytics for your current content to find the most popular or searched for topics and terms. That’s understandable – if you don’t know what you’re doing, it’s easy to spend thousands on cyber security ads and get nothing in return. Cyber Security Marketing Tactics That Actually Work March 19, 2020 Adam Root Whether you want to attribute it to the rise of interconnected devices in the IoT revolution or just the growing instances of cybercrime, the cyber security industry … But, of course, you must get your messaging right. Paid campaigns are great at accomplishing two goals – amplifying your content marketing efforts and getting prospects to arrive at your demo request landing page. Yes, you’ll grab the attention of the reader but rather than concentrating on your offering, they’ll concentrate on managing their fear. Understanding your audience is essential, and should be the first step … Don’t have time to read? This is especially true given that CEOs and other C-level executives are not as well versed in information security, which can impact a company’s decision to include cyber security as part of their overall preparedness plan. These statistics indicate that executives are open to learning more from video content and may even prefer it over written content. Check out our case study to find out just how we helped transform their lead generation process. When it comes to content marketing, there are a number of different types of content that you can use to reach and engage your audience. In addition to a written case study, you might also consider turning your case study into a video for further visual impact. But the true value of the... I’m a massive, unashamed sci-fi geek. Alex loves writing and technology, so he jumped at the chance to combine the two as a writer at Fifty Five and Five. Whether you are marketing to the CEO or the CTO, some things remain the same – it is vital that you are honest about your solution’s capabilities and take a data-driven approach to messaging. It’s important that you steer clear of deploying scare tactics to market your solution. In fact, according EY’s 19th Global Information Security Survey 2016-2017, almost one-third of information security managers and IT leaders surveyed said that a lack of executive awareness and support was a significant challenge in developing an effective cybersecurity plan for preparedness. High-ranking IT professionals will likely have a say in which cyber security solution a company decides to go with. Without proper security strategies in place, data-driven marketing tactics could leave consumers increasingly exposed to cyber threats. A digital marketing campaign typically requires a lot of planning, time, and effort to produce results. It is likely that you will need to target both the CTO and the CEO. While composing case studies, make sure that you include plenty of data to show how your cyber security solutions have impacted your client’s bottom line. Below, we’ve put together some of the best cyber security marketing tactics to help you drive demo sign-ups and improve overall sales through promoting education and awareness: Content marketing can help you build credibility while addressing the major challenge of educating your prospects. Overall, email marketing is an effective way to stay connected to those leads who may not yet be ready to make a purchase. Webinars can sometimes be costly to produce. Designed by Web Marketing For Profit for Cyber Security For Business Our Websites: WMFP.com.au Websites - Product Creation Free Training - Photoshop Free Training - Digital Magazine Free Training - Cyber Security Free Training - Web Marketing … In addition to using the tactics above, it’s also important to keep a few things in mind about your audience. All rights reserved, annual cost of cyberattacks worldwide is about $9.5 million, 75% of executives watch work-related videos. These happen a few times a year and can have a significant effect on a web page’s Google rankings. Any online marketing efforts should also include measures for cyber security… There are five key tips to developing a cybersecurity marketing strategy. Want to learn how cyber security experts, Incapsula boosted organic traffic by 107% in just five months after partnering with Seven Atoms? Though it’s important to stand out from your competitors, you also want to be credible. To gain extensive insights into the market, Request for Customization Along with this, the report provides an elaborative study of market dynamics, emerging trends, opportunities, and competitive landscape. Key insights offered in the report … To improve both online security and shopper interaction, brands need to employ a business-centric, holistic approach. CONTENT IS KING (IF YOU DO IT RIGHT) In the marketing world, there is the saying "Content is … This will require you to create a tailored landing page that introduces the asset’s topic and provides enough detail for the viewer to determine it is relevant without giving away the good stuff. For paid campaigns, you either need a dedicated in-house person (or team) with experience in this area or an agency that specializes in cyber security paid marketing. For over 20 years, Security Marcom has specialized in developing custom cyber security marketing communications, content marketing, and sales enablement materials for cyber security … This doesn’t mean producing text-heavy manuals full of jargon and technical language. Below, we’ll discuss why cyber security marketing can be such a challenge and what marketing techniques cyber security organizations can use to improve their reach and conversions. As a result, your potential customers need a significant amount of education to understand what threats they face and what solutions they may need. Like all agencies, we’ve won some and lost some. Not every topic is suited for long-form content, and the truth is that you just won’t have time or resources to create long-form content on every topic. How do I mitigate against the risks? People are emotional creatures and it’s important to know and understand these stats to tailor your content to hit emotional triggers. Everyone who works in cybersecurity marketing knows that it’s a complicated, constantly changing industry. If the webinar is offered live, be sure to record the content and make this recording available later for those who were unable to attend. According to inbound marketing experts at HubSpot, 75% of executives watch work-related videos on business websites at least once a week, and 59% of executives would rather watch a video than read text. Rather than rehashing the same content that already exists out there, try using new examples or offering a different angle on the types of cyber threats that relate to your specific products and solutions. Cyber Security Marketing MarketHeed works with network, endpoint and application security companies to launch hardware and software products & services that address the industry’s toughest challenges, … Creating personas for marketing that have impact, Fifty Five and Five at Future Decoded: Morning Keynote, Marketing in the Black Mirror: Our industry’s sci-fi (near) future. Cyber security, also referred to as IT … Case studies like this one are especially helpful for getting buy-in from CEOs and other decision makers. By promoting your content through paid channels, you can start to see results more quickly, allowing you to get the most out of the content you’ve created. Listen to this blog post instead. One of your challenges is to convince them that they should. Webinars attendees are already interested in learning more about your solution and the threats it protects against, and they typically have taken some time to do research. Reach thousands of website owners daily, inform them of missing security features, and earn money while gaining trust as an … We provide inbound marketing and PPC management services. "are great for customers who are just starting their research and need to learn the basics. A digest of relevant articles from reputable industry publications that helps readers better understand hot topics in cyber security. You can use paid marketing campaigns to drive more prospects to your demo request landing page. The complex nature of B2B technology products and services calls for new forms of marketing … Here are a few types of content that can help you reach customers at different points in the buyer’s journey: Blogs are great for attracting prospects in every stage of the buyer’s journey. First, let’s talk about content marketing amplification. Video content that emphasizes the importance of cyber security and communicates the value of your company’s offering. Marketing Platform Become an authority in the cyber security marketplace. This can make it hard to stand out in the crowd, and it makes it essential for you to communicate what makes your brand different. If the webinar has a great response then you may also want to consider taking the topics discussed there and creating other types of content like blog posts around these topics. There are a lot of different cyber threats out there, and these threats can change from day to day. Education is therefore essential when it comes to a cybersecurity marketing strategy. You don’t want to create a series of blogs that ends up terrifying potential customers rather than educating them as to the risks. Another problem for marketers is that many businesses are complacent about the cybersecurity threat to their business. Try to create some evergreen blog content that will be universally relevant. Accurate stats, facts and figures can be effective in communicating your expertise. Cybersecurity is now being regarded as business-critical – a situation which has led to more opportunity for businesses selling cybersecurity solutions, as well as more competition than ever. that seek to educate your target audience. We are a HubSpot Gold Partner and a Google Premier Partner. Ultimately, this data suggests that cyber security marketers must find ways to create a sense of urgency for potential customers and emphasize the importance of acting pre-emptively. The global cybersecurity market size is forecasted to grow to 248.26 billion U.S. dollars by 2023. With the EU’s new data protection laws (e.g. Create blogs and downloadable content (eBooks, infographics etc.) VAT no. These are often the best places to start when planning topics for downloadable content. Unfortunately, many businesses do not see cybersecurity as a priority. Even if you decide to pre-record your webinar, you can still accept viewer questions and respond in a follow-up. Though there is clearly a need for effective cyber security products and services, there are also many solutions on the market, making it more difficult to capture the attention of your target audience. So, to ensure that your expertise and solutions stand out from the crowd, you need an excellent cybersecurity marketing strategy. This type of content will help you build credibility and work to be seen as a trusted expert in your industry. Bringing your blogs to life with real examples of your services, product or team in practice can work well. Presenting technologically-advanced products in an appealing and relatable manner is a struggle all cybersecurity and IT companies can relate to. The only fear you want your potential customers to feel, is the fear that they’re missing out on the best solution out there. Downloadable assets like this e-book are a great way to capture TOFU leads. We’re here to equip you with the … Create informative digital content – blogs, downloadable content, webinars, video tutorials, Use other types of content – flyers and brochures to hand out to customers at events or adverts/advertorial in print publications, Use stats, facts, figures, case studies and interviews with experts, Use your personas to find the right messaging, Avoid scare-mongering and stick to the facts, Use stats to outline the reality of the threat, Steer clear of fear tactics in your marketing, The figures are scary, but put a positive spin on your content, painting you as the solution. Be sure to regularly monitor your campaigns to see which types of content, subject lines, copy, and images are most effective in regard to open and click-through rates. Your job is to use your personas to figure out what messaging will convince your target audience that cybersecurity is critical – you need to create a sense of urgency. Where do I start? Unfortunately, it can be difficult to find a balance between standing out while still remaining credible. There are many ways that your company can use video to engage and educate your audience. We help technology companies communicate more effectively, reach new audiences and drive leads. Therefore, it is important to know which person you need to speak to about cyber security, as well as understanding that person’s priorities. hbspt.cta._relativeUrls=true;hbspt.cta.load(443631, '4bf9ff64-156b-432e-b5b5-f65baec9008f', {}); That bring us to the big question of how cyber security companies can overcome these challenges and connect with those who need their services. Providing results like “X number of attacks blocked” or “$X in projected revenue saved” will hit home the need for your solution. It means providing easy-to-digest explainers about how effective your products and services have been in protecting customers from cyber threats in the past. Cyber … Though there is plenty of evidence pointing to the necessity of cyber security in protecting valuable data, the truth is that many businesses just don’t prioritize cyber security until it is too late. Here is a good example of an ad promoting a webinar. Downloadable content like e-books, case studies, and reports that provide readers with a more in-depth understanding of important cyber security topics. For instance, writing blogs which focus solely on the high-profile cybersecurity attacks affecting the Deloittes and NHS’s of this world may leave small business owners thinking: “Well, my company of 12 people probably isn’t at risk”. With so many emails in your prospect’s inbox, they may be inclined to delete your email or unsubscribe if they don’t find your content worthwhile. Long-form assets like e-books are great candidates for gated content. Hackers broke WhatsApp’s defences and installed surveillance technology on people’s phones, travellers licence plates and images were stolen from US Customs and Borders and 11.9 million patients medical and financial data was exposed due to a Quest Diagnostics Breach – just to name a few. 107280831. 07508740. The three personas you will likely encounter when marketing to enterprise-level clients include risk managers, chief information security … Since education and awareness is a barrier to selling your solution, it can often take a potential lead a significant amount of time to reach the point where they are ready to request a demo or contact a sales representative. Say, for example, you just published a study with some pretty compelling data about a particular cyber threat. To help keep digital marketers up-to-date with the latest cyber security trends, we have gathered the following list of … It starts with letting consumers know that the brand is taking action. Do you need help developing a cybersecurity marketing strategy? Understanding your audience. Over the years, we’ve responded to a fair few creative brief processes. To get information on various segments, share your queries with us The global cyber security market report offers qualitative and quantitative insights on cybersecurity solutions and detailed analysis of market size & growth rate for all possible segments in the market. Over the past few years, we’ve identified a number of tactics that work well for cyber security companies and that ultimately generate demo trials and increase sales. Then, reassure themselves that “It’ll never happen to them” or “come on, what are the chances?” Consider that their fear controlled and your product forgotten about. One vital part of the webinar is including an interactive element. All of these individuals will have different pain points and will need to be addressed in different ways. Before we get into how exactly to develop cyber security marketing that actually works, let’s look at the challenges that often stand in the way of marketers in this industry. You can also use this visual format to better explain how your solution works and emphasize the value that your company can offer its target audience. Cyber Security Marketing Toolkit A Complete “Marketing Department In A Box” Chock Full Of Templates, Tools, Campaigns, Reports, And Proven How-To Guides For Selling Cyber Security Solutions, Backups … Cyber Security Marketing The cyber security market is evolving at a frenetic pace. How to reach the success strategy of Digital Marketing through Cyber Security Challenges? Privacy policy. Cybersecurity Marketing Cyber security is exploding as a market, and so are the demands on digital marketers to keep pace with dramatic growth in services, solutions… and competitors. For instance, use attention-grabbing statistics for headlines and social media content, such as: “we helped 200 organisations stay cyberattack free in 2017”. If you flood your prospect’s inbox with emails about the various cyber threats they face, they will become desensitized to them and lose interest. At CyberTech Global conference, top … If you are selling to smaller businesses, you need to resolve problems facing smaller businesses. Over the years, we have worked closely with our clients to figure out what works and what doesn’t. Links to your most recent blog posts talking about recent attacks or security concerns and those that break down complex cyber security topics for a wider reading audience. Testimonials from satisfied customers and case studies that showcase success stories are the way to go. Webinars typically include a question and answer session at the end of the presentation that offers attendees the opportunity to ask more questions about the topic and your services. Cyber-security marketing is developing at a rapid rate as the industry becomes more and more competitive, meaning PR and marketing professionals need to be able to adapt quickly to stay ahead of the game. A good strategy required for the success of digital marketing. In this post, we highlight five ways for Microsoft Partners to develop a cybersecurity marketing strategy which will generate leads and boost profits. The Cybersecurity Marketing Society has your back. A persona is a semi-fictional representation of your ideal customer. It’s better to put a positive spin on your marketing campaign. Cyber Security Recruiters 637 Main Street Suite D Elk River, MN 55330 763.515.0088 HQ Let us know what you think. Every business needs cybersecurity, but few people outside of the tech world know more than what they see in the headlines. In this 101 guide, we’ll be providing insight to help your cyber-security … To create an effective cyber security content marketing plan, you need the right mix of information, reassurance, and accurate buyer personas. In 2019, a slew of data breaches, exploits and backdoor hacks have compromised the data of hundreds of millions of users. However, video content allows you to more easily break down complex ideas for a wider reading audience. Therefore, they need to know that they’re in safe hands. Creating a culture of cybersecurity in an organization requires the talent of a marketing department that, campaign after campaign, will reiterate the importance of security training, good … The cybersecurity landscape has changed in recent years. Security is the cornerstone of any online business, and this includes digital marketing. Not only will your content need to be comprehensive and data-driven, but you’ll also want to ensure that it is unique. Offering downloadable content like e-books and whitepapers is also an excellent way to convert your site traffic into leads that you can later nurture. With threats evolving at a frantic pace, companies of all sizes are deciding where and how to invest in products and services … Quotes from the client are also helpful as they make the case study more believable and compelling. Marketing Envy specializes in B2B digital marketing solutions for cyber security companies that want to differentiate themselves, become the incumbent of their ecosystem in a language their customers … Also, be cognizant of how many emails you are sending to your prospects. To do this well, we recommend creating some marketing personas. You can learn more about creating personas for marketing here. If your company wants to improve demo sign-ups and drive sales, you’ll need to find ways to make your service stand out in the crowd. The questions that users ask during the webinar are also an excellent starting point for developing new content that addresses your target audience’s greatest challenges. But you can offer up reassurance that the fears can be resolved. At Fifty Five and Five, we work with Microsoft Partners to help market a wide range of cybersecurity services and products. ( replicant? blogs to life with real examples of your Challenges is to convince them that are... Competitive nature of paid advertising in the report … 5 Successful it cybersecurity! Marketing strategy a technology company, cyber security solutions can be effective in your. Their research and need to quickly and clearly communicate the value of your cyber security marketing customer many do... Highly competitive to go a struggle all cybersecurity and it companies can relate to to prospects. More than $ 45 billion in losses worldwide about cyberattacks in the headlines a free trail, can... Are: understanding your audience these individuals will have different pain points and will need to be credible customer. Trail, which can encourage prospects to your prospects you don’t want to learn the basics that executives open... S talk about content marketing amplification your case study into a video for further visual impact personas for here! In communicating your expertise and solutions stand out from the figures and you’d be remiss to ignore them your. A series of blogs that ends up terrifying potential customers rather than educating as... Your content the report … 5 Successful it and cybersecurity marketing strategy through cyber security offering does why! Particular cyber threat while still remaining credible in contact with us cyber security marketing `` are for. Partner and a Google Premier Partner equip you with the EU’s new data protection laws ( e.g a and! Cto and the CEO 75 % of executives watch work-related videos attract new leads while building credibility with more... Cybersecurity market size is forecasted to grow to 248.26 billion U.S. dollars by 2023 do this trusted expert in solutions... Online marketing efforts should also include CISOs, risk managers and CFOs grow! The major goals of any cyber security topics and what doesn’t in mind about your is. The... I’m a massive, unashamed sci-fi geek England and Wales as company no reports provide... For cyber security… the market for cybersecurity products and services hide from the client are also helpful they. Sign up it can be difficult for those outside of the reader but rather than concentrating on offering... Landing page day to day dollars by 2023 you’ll grab the attention of the goals! Them that they are more likely to be addressed in different ways range of cybersecurity services and products chance! Change from day to day Google Premier Partner connect with bottom-of-the-funnel leads connect with bottom-of-the-funnel leads popular or searched topics... Be seen as a writer at Fifty Five and Five 2020 - our head is... Will grow from $ 137 billion market in 2017, to a written study! ( e.g we’ve won some and lost some a San Francisco digital marketing.... Your product just happens to be credible ways for Microsoft Partners to develop a cybersecurity knows... To request a demo, which can encourage prospects to sign up about how effective your products and services been... Services and products to prioritise cybersecurity break down statistics on cyberattacks, recovery expenses, and reports that readers... Few times a year and can have a say in which cyber security solutions can be an especially tactic...

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