Some of these come from our own client experience, and others are the result of successes from other sales leaders in the industry. One of the best ways to do this is to offer your customers free value. This may sound obvious, but you’d be surprised how many marketers use white papers as first-touch lead generation activities, and then follow-up after customer visits or other interactions with glossy, shiny marketing material. Privacy Policy. Creating buyer personas, While buyer personas tend to be associated with B2C companies. It’s not enough for customers to trust that a cybertech solution is generally good; they also need to know that it’s good, This leads us to another important point: In order to understand the security issues that affect your targeted customers’ industries the most, you’ll need to develop a deep understanding of your buyers. This eBook is designed for the entrepreneur that hasn’t had much exposure to marketing, knows he or she should be doing something, but isn’t sure where to start, how to focus, or where to double down when it comes to developing a marketing and business development strategy. This builds trust and you can bet when they are ready to buy, I’m on their short list.”. Secure Coding A series of principles and practices for developing code that is free of security vulnerabilities. You can promote these informative blog posts and ebooks on social media using both organic and paid campaigns, filling your social media pages with original content while creating campaigns targeted specifically to certain industries. If a target buyer is a hospital, focus on topics they care about, such as HIPAA. To provide even more in-depth insights and strategies for potential customers, offer them ebooks that are free to download from your site. While the executives may love your pitch and think your products have value, they will often pass the purchase decision down to middle management or the technical and engineering teams. To do this well, we recommend creating some marketing personas. NCSA advises that companies must be prepared to “respond to the inevitable cyber incident, restore normal operations, and ensure that company assets and the company’s reputation are protected.” NCSA’s guidelines for conducting cyber … Once these assets are created, use this content to nurture new and existing prospects. The point, after all, is to drive customers to your site and to showcase your company’s knowledge of the industry so that customers will buy. Matthew Fisch, Cybersecurity Consultant and SVP Sales for security company Towerwall, Inc. emphasize that getting in front of the right buyers requires you to “swim in their lane.” Matthew says you need to engage and hang out where they hang out, and not just attend security-focused events. Contact us today to schedule an introductory session. Cyber security is crucial to the success of a business, and so is marketing. Interested applicants should submit their resume to [email protected] Cover letters are not required, but we do ask for a link to your LinkedIn profile, and we will follow up with all candidates who may be a fit. Since most buyers of cybersecurity products face the same pain points, too many vendors end up sounding the same. While attending the larger cybersecurity industry events is a necessary element of marketing for many, it tends to help more with building brand awareness of your company rather than having an immediate impact on your pipeline. This serves as high-value content as well as education around the challenges presented and a solution offered. Remember that your customers aren’t the cybersecurity experts – you are. Have your own cybersecurity marketing tips to share? Once users leave their details on your site, for example, you can send them a thank you email complete with a free downloadable ebook to keep them engaged and drive them through the sales funnel. How can you maximize the value of a happy and satisfied customer for prospecting efforts? B2B companies can make use of them as well. Indeed, some companies exceeded 50% and even 60%. In our Cybersecurity Market Outlook: 2018 Industry Trends and Insights we highlight the key trends in cybersecurity that can help further augment your cybersecurity marketing plan and boost your sales enablement. Having worked in the government sector for over twenty years, Booth attributes this to the executive role having an “expiration date” of 2-3 years. 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