6 Powerful Marketing Tactics for Cyber Security Product Firms that actually work

Cybersecurity resize.jpg

Cyber security is a formidable market, and if you’re dealing in it you probably know there is no “cookie-cutter” business model to which you can market your services.

Whether you wish to attribute it to the emergence of interconnected devices in the IoT revolution or just the growing instances of cybercrime, the B2B Cyber Security industry has seen immense growth over years and shows no signs of stopping in the near future. 

Security solutions are exploding as a market, and so are the demands on B2B digital marketers to keep up with the dramatic growth in services, products… and competitors. Differentiating from the competition requires a sound strategy that leverages all digital channels. 

Cyber Security in B2B Market

In fact, if a Cyber Security Market Report published by Cyber Security Ventures is to be believed, then the worldwide spending on cyber-security products and services is predicted to surpass $1 trillion from now until 2021. This comes as no surprise has given that the average annual cost of cyber-attacks worldwide is about $9.5 million, according to the Ponemon Institute.

Although there is clearly a need for efficient security products and services, there are also many solutions in the market, making it much more difficult to grab the attention of your target audience. 

Nowadays, the market for cybersecurity products and services is highly competitive. Whether you’re selling these directly or through channel partners, today’s landscape requires being very deliberate in whom to target and how to engage with them.

You need to find the most productive ways to reach, engage, and nurture potential clients with relevant information on an ongoing basis.

IBM Security, a B2B cloud-security service provider, has an excellent cyber security marketing strategy in which they make use of paid ad campaigns and webinars, in order to ensure that their expertise and solutions stand out from the rest of the crowd. 

However, with an over-crowded and complex market that’s attracting new entrants and increased competition, how can B2B organizations in the cyber security space effectively communicate their services and solutions and establish a strong brand presence?

In this blog, we will highlight six effective cyber security marketing tips and tactics which can generate leads and boost profits:

1. Build credibility by creating comprehensive and data-driven unique content 


For your content to be influential, it’s essential that your company provides real-world examples to demonstrate both the significance of cyber security and the effectiveness of your solutions.

Not only your content needs to be comprehensive and data-driven, but also unique. Revamping your content strategy can sure shot help you build credibility while addressing the major challenge of educating your prospects. 

Create 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. Rather than rehashing the same content that already exists, experiment with different angles on the types of cyber threats that relate to your specific products and solutions.

The following types of content can help you reach clients at different points in the buyer’s journey:


These are great for attracting prospects in every stage of the security buyer’s journey. Try to develop some evergreen blog content that will be universally relevant. 

‘What is a Phishing Attack?’ or ‘What DNS encryption means for enterprise threat hunters?’, are some great topics for clients who are just starting their research and need to learn the basics. 

Case Studies

According to CNI, case studies are one of the most important tactics for B2B companies. These are exemplary for engaging bottom-of-the-funnel leads who already know what their problem is and what solutions will work best for them.


According to 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 reading text. 

Explanatory videos are a great way to communicate what your cyber security offering does and why it can be valuable to your prospects. This can be an exceptionally helpful tactic when you’re trying to target CEOs and other C-level executives who need more education. 

You might utilize video content to break down statistics on cyber attacks, recovery expenses, and the value of cyber security solutions. By providing practical examples of these issues in your video, you can help create a stronger sense of urgency and make the statistics more relevant.

What should you do?

  • Use well-researched stats, facts, figures, case studies and interviews with experts
  • Develop authoritative whitepapers
  • Ask satisfied clients for testimonials
  • Don’t use jargons
  • Create informative digital content like blogs, downloadable content, webinars, video tutorials
  • Use flyers and brochures to hand out to clients at events or adverts/advertorial in print publications

2. Stay connected with an effective email marketing strategy


Since education and awareness act as a barrier to selling your solution, it can often take a potential lead a good amount of time to reach the point where they are ready to request a demo or contact a B2B sales rep.

Meanwhile, you need a way to nurture these leads and move them further down the sales funnel. Email marketing is a perfect way to do just that. It is an effective way to stay connected to those leads who may not yet be ready to make a purchase.

But 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. 

So be sure to regularly monitor your campaigns to analyze which type of content, subject lines, copy, and images are most effective in regard to open and click-through rates. 

If you’re now planning to flood your prospect’s inbox with emails about the various cyber threats they face, let us tell you this will only make them desensitized to your emails and ultimately lose interest. 

Thus, be cognizant of how many emails you are sending to your prospects.

What should you do?

  • Include downloadable content like e-books, case studies, and reports that provide readers with a more in-depth understanding of important cyber security topics in your email.
  • Add 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.
  • Attach a digest of relevant articles from reputable industry publications that helps readers better understand hot topics in cyber security.

3. Educate your bottom-of-the-funnel leads with interactive sessions


Webinars are indeed a great way for cyber security marketers to connect with bottom-of-the-funnel leads. A vital part of the webinar is including an interactive element. These typically include a Q&A session at the end of the presentation that offers attendees the opportunity to raise queries, ask more questions about the topic and your services. 

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.

Their 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. This signifies that they are more likely to be engaged in the topics you are presenting.

Therefore, this is a valuable opportunity to advertise other helpful content or encourage demo sign-ups. Even if you decide to pre-record your webinar, you can still accept viewer questions and respond in a follow-up.

What should you do?

  • 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. 
  • 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 order to promote a webinar and drive attendance, paid channels work well.  Use LinkedIn as well as Google retargeting ads to get great results.

4. Level up your content strategy using paid campaigns


B2B paid campaigns are excellent at accomplishing two major goals :

  1. They amplify your content marketing efforts 
  2. They help you get prospects to arrive at your demo request landing page

To begin with, let’s talk about content marketing amplification. Many cyber security marketers feel that paid campaigns and inbound marketing don’t mix. But the truth is that when you combine these two strategies, you actually end up with a powerful campaign. 

For example, suppose you just published a study with some pretty compelling data about a particular cyber threat. With this sort of asset, time is of the essence – the older the data is, the less likely prospects will find it useful.

 So by promoting your content through paid channels, you can start to notice results more quickly, allowing you to get the best out of the content you’ve created.

One of the major goals of any B2B cyber security marketer is getting prospects to request a demo. While getting prospects to this stage demands a little work and a lot of nurturing, paid campaigns can help accelerate the process for those who are ready to make a buying decision. 

Here, we do agree that some cyber security companies may avoid using paid campaigns due to the competitive nature of paid advertising in the cyber security space. 

That’s completely 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. 

What should you do?

Get a dedicated in-house person (or team) with some experience in this area or an agency that specializes in cyber security paid marketing

5. Don’t forget to identify the decision makers 


Identifying and understanding your audience is essential, and should therefore be the first step in your cyber security marketing strategy. To do this efficiently, we recommend creating some marketing personas.

A persona is nothing but a semi-fictional representation of your ideal client. B2B personas not only give a face to your target audience but also provide actionable insights to help you decide which strategies will work best, including ways to communicate, which marketing channels to use and what kind of messaging will have the desired impact. 

If you are marketing to SMBs, you need to resolve problems facing smaller businesses. For instance, framing blogs which focus solely on the high-profile cyber security attacks affecting the Deloittes’ or NHS’s of this world may leave SMB owners thinking – “Well, my company of 12 people probably isn’t at risk”. 

However, messaging – “43% of cyber attacks are aimed at small businesses” will resonate with them more.

You also need to be clear about who your message is targeted at within these organizations. 

What should you do?

  • Create at least two or three personas to cover the different roles that you need to speak to. It is likely that you will need to target both the CTO and the CEO. But, at larger organizations, this may also include CISOs, risk managers, and CFOs. All these individuals will have distinct pain points and will need to be addressed in different ways. Therefore, research your audience
  • Create and use buyer personas

6. Focus on topics relevant to each target vertical


While vertical marketing strategies are commonplace due to their efficacies, many smaller cyber security firms still shy away from narrowing their focus to a few key verticals for fear of alienating a potential prospect that does not fall within those parameters. 

Instead, they may focus on the pain points their solution addresses across sectors, and treat verticals as an afterthought. This approach is generally not sufficient to stand out in the B2B cyber security space. 


Since most buyers of cyber security products face the same pain points, thus too many vendors end up sounding the same.  Buyers of security solutions want secure end-points, a secure network, the ability to detect a breach, secure software development practices, strong governance, remediation policies in place, and the ability to gain rapid insights when a breach does occur, to name a few.

Also, with so many vendors pitching their solutions, the cyber security space can be noisy and confusing with little differentiation in messaging, which can swiftly become frustrating for buyers.

What should you do?

  • Marketers should focus on topics their prospects care about, relevant to each target vertical. If a target buyer is
    • a hospital, focus on topics they care about, such as Health Insurance Portability & Accountability Act (HIPAA).
    • A bank, focus on the Banking Regulation Act.
    • The hospitality industry, focus on the Food Act 1997.
    • A government target, focus on the standards they must adhere to, such as JITC (Joint Interoperability Test Command) or TAA (Trade Agreement Act)
  • Discuss cyber security solutions from the buyer’s perspective, relevant to their day-to-day – and to do so in their language

Closing statement

The cyber security landscape has changed in recent years. 

Worldwide demand for cyber security tools and services will reach $167.7 billion over the next five years after increasing at a combined annual growth rate (CAGR) of 22.6 percent from 2016 to 2022, predict analysts at market researcher Research and Markets in Dublin. 

Therefore, you need to remodel your cyber security marketing strategy now more than ever.

Our B2B sales and marketing consultancy firm can help you to market a wide range of cyber security services and products. Over the years, we have worked closely with our clients to figure out what works and what doesn’t.

For more information, contact us today!