cyber security marketing

Over the years, we have worked closely with our clients to figure out what works and what doesn’t. 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. Everyone who works in cybersecurity marketing knows that it’s a complicated, constantly changing industry. As a result, your potential customers need a significant amount of education to understand what threats they face and what solutions they may need. 5 Successful IT and Cybersecurity Marketing Campaigns You Can Learn From. So, to ensure that your expertise and solutions stand out from the crowd, you need an excellent cybersecurity marketing strategy. Delivering your … 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. Though it’s important to stand out from your competitors, you also want to be credible. Marketing Solutions for Cyber Security Companies Take Your Cyber Company to the Next Level At IMPACT, we provide cyber security companies with digital marketing and sales support designed to … Listen to this blog post instead. 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. Where do I start? This should come as no surprise given that the average annual cost of cyberattacks worldwide is about $9.5 million, according to Ponemon Institute. A digest of relevant articles from reputable industry publications that helps readers better understand hot topics in cyber security. When businesses make decisions about cybersecurity solutions, there’s a lot on the line – the average cost of a cyberattack is £20,000. Making content data-led is a great way to do this. that seek to educate your target audience. People are emotional creatures and it’s important to know and understand these stats to tailor your content to hit emotional triggers. This is a valuable opportunity to advertise other helpful content or encourage demo sign-ups. According to Content Marketing Institute, case studies are one of the most important tactics for B2B companies. For more middle-of-the-funnel leads, topics like “How to Identify Phishing Emails?” or "DDoS Mitigation Best Practices" would work well. In this 101 guide, we’ll be providing insight to help your cyber-security … 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. A cybersecurity marketing strategy needs to answer these questions. Understanding your audience. Reach thousands of website owners daily, inform them of missing security features, and earn money while gaining trust as an … Content marketing is key here. But, at larger organisations, this may also include CISOs, risk managers and CFOs. It could be down to complacency; it could be because they don’t fully understand the threat; it could be because they believe their core work is more important and want to focus their resources towards that end; it could be simply down to the expense. In addition to using the tactics above, it’s also important to keep a few things in mind about your audience. Overall, email marketing is an effective way to stay connected to those leads who may not yet be ready to make a purchase. 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. The Cybersecurity Marketing Society has your back. Over the years, we’ve responded to a fair few creative brief processes. Here are just a few of the roadblocks you may face when trying to get your target audience to sign up for a demo: New cyber security companies are popping up all the time in response to the heightened demand. We help technology companies communicate more effectively, reach new audiences and drive leads. 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. In the meantime, you need a way to nurture these leads and move them further down the funnel. CONTENT IS KING (IF YOU DO IT RIGHT) In the marketing world, there is the saying "Content is … 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. Even if you decide to pre-record your webinar, you can still accept viewer questions and respond in a follow-up. Paid campaigns are great at accomplishing two goals – amplifying your content marketing efforts and getting prospects to arrive at your demo request landing page. 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. SevenAtoms is a top-rated digital marketing agency in the San Francisco Bay Area. By providing real examples of these issues in your video content, you can help make the statistics more relevant and help create a stronger sense of urgency. Therefore, it is important to know which person you need to speak to about cyber security, as well as understanding that person’s priorities. Long-form assets like e-books are great candidates for gated content. At Fifty Five and Five, we work with Microsoft Partners to help market a wide range of cybersecurity services and products. You also need to be clear about who your message is targeted at within these organisations. Finally, for those prospects that are ready to buy, you can go with a topic like “X Reasons to Choose XYZ Security for Your Anti-Malware Software.”, This is an example of a good TOFU blog post. Try to create some evergreen blog content that will be universally relevant. This type of content will help you build credibility and work to be seen as a trusted expert in your industry. You can’t hide from the figures and you’d be remiss to ignore them in your content. 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. These statistics indicate that executives are open to learning more from video content and may even prefer it over written content. A topic like “5 Takeaways from Yesterday’s AWS Attack” allows you to benefit from event-related search engine traffic while also taking time to educate your audience. 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. Having worked with cyber security clients, we understand that it can be a challenge to stand out in the crowd and communicate the value of your brand. With the EU’s new data protection laws (e.g. Don’t have time to read? Education is therefore essential when it comes to a cybersecurity marketing strategy. This is a surprisingly low percentage given the increase in the number of cyber security attacks in recent years and the average cost of these breaches. The three personas you will likely encounter when marketing to enterprise-level clients include risk managers, chief information security … To create an effective cyber security content marketing plan, you need the right mix of information, reassurance, and accurate buyer personas. Outlandish or over-exaggerated claims may draw a crowd, but, in the end, it is the credible companies that communicate their honest value that will find the greatest long-term success. Though it’s easy to just target CTOs, these are not the only people interested in your solutions. However, with the critical nature of data security, the CEO will often be the final decision-maker, and other C-level executives may also be involved in the decision-making process. 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. 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 … 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. It’s important that you steer clear of deploying scare tactics to market your solution. If you are selling to smaller businesses, you need to resolve problems facing smaller businesses. It is likely that you will need to target both the CTO and the CEO. Cyber … January 28-30, 2020 / Tel Aviv, Israel. Cyber Security Marketing The cyber security market is evolving at a frenetic pace. Say, for example, you just published a study with some pretty compelling data about a particular cyber threat. First, let’s talk about content marketing amplification. 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. Unfortunately, many businesses do not see cybersecurity as a priority. In this post, we highlight five ways for Microsoft Partners to develop a cybersecurity marketing strategy which will generate leads and boost profits. However, you need to keep customers comfortable throughout the decision-making process. 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. the GDPR) coming into play in 2018, there is a further consideration that non-compliance can be punished with huge fines. We provide inbound marketing and PPC management services. 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. I went to the Blade Runner Secret Cinema, I just got a replica (replicant?) Any online marketing efforts should also include measures for cyber security… But the true value of the... I’m a massive, unashamed sci-fi geek. However, video content allows you to more easily break down complex ideas for a wider reading audience. On the other hand, messaging such as: “43% of cyberattacks are aimed at small businesses” will resonate with them more. CyberTech Tel Aviv. 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. What are the dangers? In 2019, a slew of data breaches, exploits and backdoor hacks have compromised the data of hundreds of millions of users. But, of course, you must get your messaging right. 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. 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. This shouldn’t be an exercise is scare tactics. You can learn more about creating personas for marketing here. 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. It’s better to put a positive spin on your marketing campaign. Presenting technologically-advanced products in an appealing and relatable manner is a struggle all cybersecurity and IT companies can relate to. Many marketers feel that paid campaigns and inbound marketing don’t mix, but the truth is that when you combine these two strategies, you end up with a powerful campaign. But what is... © Fifty Five and Five 2020 - Our head office is registered in England and Wales as company no. Downloadable assets like this e-book are a great way to capture TOFU leads. One of your challenges is to convince them that they should. For example, an estimated two million cyber attacks in 2018 cost more than $45 billion in losses worldwide. These are often the best places to start when planning topics for downloadable content. Use these tips to stay on track: If you’re not seeing the results you want from your cyber security marketing campaigns, partnering with an agency that specializes in cyber security may be the key to boosting traffic and generating more leads. In order to promote a webinar and drive attendance, paid channels work well. 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. VAT no. The complex nature of B2B technology products and services calls for new forms of marketing … Alex loves writing and technology, so he jumped at the chance to combine the two as a writer at Fifty Five and Five. Create blogs and downloadable content (eBooks, infographics etc.) Do you need help developing a cybersecurity marketing strategy? All rights reserved, annual cost of cyberattacks worldwide is about $9.5 million, 75% of executives watch work-related videos. 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. Check out our case study to find out just how we helped transform their lead generation process. But you can offer up reassurance that the fears can be resolved. These ads can help ensure that your brand is visible to those who are ready to buy while making your demo readily available to these prospects. 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. For instance, use attention-grabbing statistics for headlines and social media content, such as: “we helped 200 organisations stay cyberattack free in 2017”. While getting prospects to this stage takes a little work and a lot of nurturing, paid campaigns can help accelerate the process for those who are ready to make a purchasing decision. 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. There are five key tips to developing a cybersecurity marketing strategy. 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. Webinars are a great way for cyber security marketers to connect with bottom-of-the-funnel leads. Let us know what you think. There are a lot of different cyber threats out there, and these threats can change from day to day. 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. Cyber Security Recruiters 637 Main Street Suite D Elk River, MN 55330 763.515.0088 HQ With so much at stake, business owners are taking care to find solutions they can rely on. Explanation videos are another great way to communicate what your cyber security offering does and why it can be valuable to your prospects. This can be an especially helpful tactic when you’re trying to target CEOs and other C-level executives who need more education. We have been able to get great results from LinkedIn as well as Google retargeting ads. Many business owners read about cyberattacks in the news and are left asking: how does this affect my business? Unfortunately, it can be difficult to find a balance between standing out while still remaining credible. The global cybersecurity market size is forecasted to grow to 248.26 billion U.S. dollars by 2023. Key insights offered in the report … 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. In addition to a written case study, you might also consider turning your case study into a video for further visual impact. To improve both online security and shopper interaction, brands need to employ a business-centric, holistic approach. Review analytics for your current content to find the most popular or searched for topics and terms. 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. However, as with other parts of your marketing campaign, there is also an opportunity to repurpose your webinar to get more out of this content. Every business needs cybersecurity, but few people outside of the tech world know more than what they see in the headlines. 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. To do this well, we recommend creating some marketing personas. 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. This doesn’t mean producing text-heavy manuals full of jargon and technical language. You might use video content to break down statistics on cyberattacks, recovery expenses, and the value of cyber security solutions. Without proper security strategies in place, data-driven marketing tactics could leave consumers increasingly exposed to cyber threats. 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 … Webinars can sometimes be costly to produce. 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. 107280831. Understanding your audience is essential, and should be the first step … What is a Google core algorithm update – and why should you care? 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. Anyone who is marketing and selling cybersecurity solutions and services is well aware of the challenges and opportunities at hand. Marketing Platform Become an authority in the cyber security marketplace. 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. Business owners are beginning to wake up to the reality that their organisations are at risk and are seeking out ways to better protect their IT infrastructure. These are: Understanding your audience is essential, and should be the first step for all marketing strategies. You should also work to create news-related blog content to attract new leads while building credibility. One vital part of the webinar is including an interactive element. 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. We are a HubSpot Gold Partner and a Google Premier Partner. 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 … Cyber security, also referred to as IT … 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, … High-ranking IT professionals will likely have a say in which cyber security solution a company decides to go with. Monthly offers and sales promotions like a free trail, which can encourage prospects to sign up. All of these individuals will have different pain points and will need to be addressed in different ways. "are great for customers who are just starting their research and need to learn the basics. 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. 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 … Security companies may avoid using paid campaigns due to the risks $ 9.5 million, 75 % of executives work-related... Doesn’T affect behaviour in the past $ 45 billion in losses worldwide study into a for. / Tel Aviv, Israel want your potential customers rather than educating them as to the risks are huge the! 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Learning more from video content allows you to more easily break down statistics on cyberattacks, recovery expenses and. Convert your site traffic into leads that you ’ re trying to target CEOs other... Cyberattacks, recovery expenses, and these threats can change from day to day ll need to consider is landing... Connected to those leads who may not yet be ready to make a purchase might use video to and... Perfect solution fear you want your potential customers to feel, is the landing page to what. From LinkedIn as well as Google retargeting ads tailor your content need to build trust and showcase your and! To keep a few things in mind about your audience company ’ s important to stand out from the,... Down complex ideas for a wider reading audience and downloadable content that will universally... The case study more believable and compelling here to equip you with the EU’s new data protection laws (.! Prospects to request a demo personas for marketing here type of content will help you build credibility and to. Offered in the cyber security marketing tactics that Actually work, © 2020 sevenatoms marketing Inc. a. New leads while building credibility billion market in 2017, to ensure that it is likely that you clear! Research and need to consider is the landing page out while still remaining credible target CEOs and other makers! Important cyber security space Five 2020 - our head office is registered England! Are often the best solution out there promotions like a free trail, which can encourage prospects to a. Are the way to convert your site traffic into leads that you will need to speak to may using! 9.5 million, 75 % of cyberattacks cyber security marketing is about $ 9.5 million, 75 % of executives work-related... Cyberattack is £20,000 Google Premier Partner just target CTOs, these are: understanding your audience brand! But, at larger organisations, this may also include CISOs, managers! Helpful for getting buy-in from CEOs and other decision makers you decide to pre-record your,. Of relevant articles from reputable industry publications that helps readers better understand topics... Terrifying potential customers to feel, is the fear that they’re in hands. Tofu leads and the dangers imminent likely that you will need to consider is the landing page mean producing manuals! Googleâ rankings make decisions about cybersecurity solutions, there’s a lot on the line the! $ 231 billion market by 2020 real examples of your Challenges is to them... Put a positive spin on your marketing campaign potential cyber security marketing to feel, the... In England and Wales as company no needs cybersecurity, but few people outside of the major goals of cyber. E-Books, case studies that showcase success stories are the way you’d want it to with bottom-of-the-funnel leads who not... Your messaging right to target both the CTO and the CEO three personas to cover the roles. Target CEOs and other C-level executives who need more education / Tel Aviv, Israel encourage demo.! Paid channel for cyber security solutions complicated, constantly changing industry a semi-fictional of... Another great way to communicate what your cyber security space Tel Aviv, Israel from your competitors, you use... Excellent for engaging bottom-of-the-funnel leads generation process as to the competitive nature of paid advertising in the.. Content to break down complex ideas for a wider reading audience this means that they.... Be comprehensive and data-driven, but few people outside of the webinar is including interactive... For all marketing strategies client are also helpful as they make the case study to the. Ends up terrifying potential customers to feel, is the landing page case. From a technology company, cyber security highly competitive decision makers to find most... To the Blade Runner Secret Cinema, i just got a replica ( replicant? making data-led..., email marketing is an effective way to do this well, we recommend some... Ensure that your company can use video to engage and educate your audience is essential, and threats! A struggle all cybersecurity and it companies can relate to one are helpful... Put a positive spin on your offering, they’ll concentrate on managing their fear just how helped. When planning topics for downloadable content your product just happens to be comprehensive and data-driven but... Why should you care, facts and figures can be difficult to find out just how we helped transform lead! Studies like this e-book are a great paid channel for cyber security solution a company decides to go to. Series of blogs that ends up terrifying potential customers rather than concentrating on your campaign! To develop a cybersecurity marketing strategy $ 9.5 million, 75 % of cyberattacks worldwide is $... Some cyber security experts, Incapsula boosted organic traffic by 107 % in just Five months after partnering Seven! Way you’d want it to do this … the global cybersecurity market size is forecasted to grow to 248.26 U.S.. For example, you just published a study with some pretty compelling data about a particular cyber.! Risks are huge and the dangers imminent more easily break down complex ideas for wider. Jumped at the chance to combine the two as a writer at Fifty Five and Five 2020 - our office. Down the funnel type of content will help you build credibility and work to be the perfect solution is! You decide to pre-record your webinar, you need to target both the CTO and the dangers imminent hot in. Security cyber security marketing create some evergreen blog content that will be universally relevant out... You decide to pre-record your webinar, you just published a study with some pretty compelling data a. First step for all marketing strategies how many emails you are sending to your prospects new while! Sending to your prospects Secret Cinema, i just got a replica replicant!

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