Marketing Cybersecurity in a Saturated Landscape
Technology is undoubtedly a force in the world. It helps daily life and has integrated so much into our routines that we can’t imagine life without it. It has also divided the powers between those looking to commit cyber-crimes and those who hope to protect the digital environment.
Cybersecurity is a growing and important business, but some may argue the market has become over-saturated. With so many options to choose from when it comes to protecting a network and sensitive data, the messages have become noise. Marketing cuts through that noise.
Cybersecurity companies claim they offer something special and unique, but it’s probable your client is offering something identical or similar to its competitors. Marketing through this can be a challenge, but not impossible. In fact, it is necessary.
The industry isn’t going anywhere, and neither is the need for communicating to customers why they require cybersecurity. The key is creating a smart strategy that targets new audiences, thinks innovatively and establishes value effortlessly.
Understanding Your Competitors
In such a saturated market, competitors are everywhere. The challenge is finding all your competitors. It’s easy to find the biggest two or three, but it’s important to find all your competitors, both the bigger more obvious ones and the smaller, more hidden ones. Once you have identified your competitors and their markets, you must explore in-depth the different aspects of each company.
- Value proposition: Studying a company’s value proposition—or the reasons it presents itself as valuable to a customer—is a good way to understand the company as a whole, how it relates to your client and how it is operating within the markets. The value proposition is often at the crux of a company’s beliefs, and can be enlightening in seeing how it communicates with customers.
- Product: Learning about a competitor’s product helps to differentiate your client’s offering from all others. While it’s not necessary to know the ins and outs of a product, educating yourself on the basics and more, categorizes each product into functionality and how your client’s offering is distinct.
- Content: To not only keep up, but surpass the competition, you can follow and repurpose their content marketing. The goal is to reach the ideal customer, so looking at what has worked for other companies can inform your content strategy in achieving optimal market influence.
You must remain aware of these things to fully comprehend how your client measures up. It can also contribute to your insight about what can be successful when marketing cybersecurity among a crowded field of offerings.
Looking for New Audiences
One of the best ways to stand out in a congested market is to find a new one. A little creative thinking and inventive marketing can bring your client’s message to a fresh audience that has never or rarely hears pitches of this kind. Marketing beyond the Chief Technology Officer or her counterparts can be a great advantage when convincing a company to buy a cybersecurity solution. These are the groups or individuals vital to a company’s decisions and security:
- New industries: If your client has traditionally worked with and marketed to a specific industry, if possible, try expanding this scope. If a company normally only targets small businesses, it could try gaining a contract within a school system. Thinking broadly can help shape a marketing message to fit the needs of many clients, new and existing.
- The C-Suite: A known sales tactic is to aim efforts at the decision makers. In most companies, the biggest decision makers are the C-suite executives. Selling the CEO, CFO or CMO on security is just as important as selling the CTO. The key is explaining how cyber-defense can improve company productivity and the overall returns of implementing a solution.
- Entry-level to Higher Office: Cybersecurity is such a widespread issue, it is becoming every employee’s responsibility to think about and do their part in defending a network against threats. This has altered the message of cybersecurity to speak to all players at a company, not just the leaders. With full cooperation and education of all workers, companies will be better defended and look for the best cybersecurity option, giving your client’s message an advantage if it first reaches the collective company.
Discovering new audiences for a company’s marketing message can help a company grow and stand out among competitors. It’s important to examine who you’re reaching, what messages they are hearing, and how they can influence a buying decision.
Establishing Thought Leadership
If your client becomes the authority on its segment of the cybersecurity world, customers will actively seek that solution, advice and input. To become the authority, your client should establish a strong thought leadership.
This process involves writing quality content, (here’s a great example) pursuing experts to weigh in on certain topics, and crafting a team of innovators within the company. These elements together present a solid foundation of forward-thinking, which, when integrated with marketing messaging, creates a noteworthy solution to cybersecurity.
A saturated market often looks for the companies and professionals willing to think originally, redefine the rules and share their insights. Organizing a thought leadership with structure, reliability and a flair of the creative signals to customers and the industry your client offers the best solutions and services.
Cutting through the Noise
It’s easy for a cybersecurity company’s message to get lost in a technology-driven and crowded market. These strategies can help a marketing team cut through the noise and push a client to the forefront of reputation, expertise and saleability. Understanding competitors, looking for new audiences and establishing thought leadership contribute to a stronger message and distinct company position.
citation reporting
February 10, 2016Pretty nice post. I just stumbled upon your weblog and wanted to say that I’ve truly enjoyed browsing your blog posts.
After all I’ll be subscribing to your feed and I hope you write again very
soon!
baxq8
February 10, 2016Thank you! Stay tuned for more 🙂
RebaBLessner
February 20, 2016I enjoy your blog.. very nice colors & theme. Did you design this web
site yourself or do you employ someone to accomplish it for yourself?
Plz reply as I’m seeking to create my own blog and wish to know where
u got this from. thank you
LouisAKralik
March 1, 2016I on a regular basis emailed this webpage post page to any or all my friends, as if
like to read it next my friends will too.
JuneDSharits
March 2, 2016Ridiculous quest there. What occurred after? Thanks!
ArchieAMethe
March 3, 2016Greate article. Keep writing such kind of information on your
site. Im really impressed by your site.
Hello there, You’ve done a fantastic job. I will definitely digg it and in my view recommend to my friends.
I’m sure they will be benefited from this site.
JoanaMPursel
March 12, 2016Hi, just planned to tell you, I enjoyed this article. It was helpful.
Go on posting!
GalenUDeeken
March 13, 2016Hi there to every one, since I am in fact eager of
reading this blog’s post to be updated on a regular basis.
It contains good information.
HalOAmaral
August 5, 2016Its like you read my mind! You appear to know a great deal approximately
this, like you wrote the e-book within it or something that is.
I feel that you simply could do with some p.c. to drive the message home
a bit, however apart from that, that is
excellent blog. An excellent read. I will definitely
return.
YenPLivers
August 7, 2016Hi there, just planned to inform you, I liked this post. It had been funny.
Keep on posting!
RubyPSmolski
August 9, 2016Everyone loves it when folks get together and share ideas.
Great website, stick to it!
CindyHAdamos
August 13, 2016Hi there, after reading this amazing article i am too delighted to share my familiarity here with mates.
TorieKLose
August 15, 2016Aw, this was an exceptionally good post. Taking the time and actual effort to produce a
really good article but what can I say I hesitate
a whole lot and never seem to get nearly anything done.
MiquelKToman
August 16, 2016Having read through this I believed it was extremely informative.
I appreciate you choosing the time and energy to put this informative article together.
One time i again find myself spending way too much time both reading and posting comments.
But what exactly, it was actually still worthwhile!
PaulQSpeyrer
August 18, 2016It’s not my first-time to pay a visit this webpage, i am browsing this web site dailly and take nice information from
this point everyday.
BoydAStroh
August 19, 2016What’s up, every time i used to check website posts here early in the dawn, for the
reason that i like to learn more and more.
WiltonJNiece
August 21, 2016Appreciate this post. Will give it a try.
ErickYFeazel
August 27, 2016An impressive share! I’ve just forwarded this onto a coworker who
had been doing a little homework on this. And he in fact ordered
me lunch simply because I discovered it for him… lol.
So allow me to reword this…. Thanks for the meal!!
But yeah, thanx for spending the time to discuss this subject
here on your web page.
VernieONarro
August 29, 2016Many thanks for finally writing about >Marketing Cybersecurity in a Saturated Landscape <Liked it!
CarleeUEplin
September 1, 2016You can definitely watch your skills within the work you write.
The arena hopes for much more passionate writers including you who aren’t afraid to
state how they believe. Always follow your heart.
PeiMBickmore
September 12, 2016Hello there, just became alert to your blog site through Google, and found that it’s truly informative.
I am just going to look out for brussels. I am going to be grateful in the event you continue this from
now on. A great deal of men and women will be benefited from your writing.
Cheers!
IkeMKerman
September 17, 2016Thanks for some other informative blog.
Where else may I am getting that type of info written in such
an ideal way? I’ve a undertaking that I’m simply now
operating on, and I have been at the look out for such
info.
ColtonGDebey
September 24, 2016Very nice article, totally what I needed.
HaroldJFiler
September 24, 2016Attractive section of content. I just stumbled
upon your site and in accession capital to assert that I get in fact enjoyed account your blog posts.
Anyway I will be subscribing to your augment and even I achievement you access consistently quickly.
Maillot Juventus
September 25, 2016great blog!
eebest8 michael
September 30, 2016“A big thank you for your article post.Much thanks again. Really Great.”
DesmondHPaye
October 13, 2016Hi colleagues, its wonderful article about educationand entirely defined, keep it up all the time.
Smithd97
October 15, 2016Keep working ,impressive job! aedeaecdadakebdb
SybilUFukano
November 14, 2016Hello all, here every one is sharing these kinds of familiarity,
therefore it’s pleasant to read this blog, and I used to visit this weblog
everyday.
ReyKDinnen
November 15, 2016You happen to be so cool! I don’t suppose I’ve
read anything like that before. So good to locate someone else with some genuine
ideas on this subject. Really.. thanks a lot for starting this up.
This site is a thing that is required on the net, someone with a
few originality!
IngerPRehkop
November 19, 2016There’s definately a lot to discover this issue.
I really like all the points you possess made.
corburt erilio
November 21, 2016I simply wanted to construct a comment in order to express gratitude to you for these magnificent advice you are posting on this website. My incredibly long internet investigation has at the end of the day been honored with useful facts to go over with my guests. I ‘d repeat that many of us website visitors actually are unquestionably endowed to live in a really good website with so many lovely people with very helpful points. I feel extremely blessed to have seen the web page and look forward to some more pleasurable minutes reading here. Thanks a lot again for a lot of things.
ShelbyUObeng
November 23, 2016Appreciate the advice. Will try it out.
eebest8 fiverr
November 27, 2016“Keep up the fantastic piece of work, I read few posts on this internet site and I think that your site is really interesting and has lots of wonderful info .”
subastian
November 27, 2016WpSUI7 yeah bookmaking this wasn at a risky determination outstanding post!.
JessiTBoan
December 1, 2016Greetings! This is my first comment here so I just wanted to give a quick shout out and
tell you I genuinely enjoy reading your posts.
Can you suggest any other blogs/websites/forums that cover the same topics?
Thank you!
corburterilio
December 23, 2016he blog was how do i say it… relevant, finally something that helped me. Thanks
BillyOKienow
December 30, 2016An interesting discussion is worth comment.
There’s undoubtedly that that you need to write more on this topic, it may possibly not be a taboo matter but generally folks don’t speak about
these issues. To the next! Kind regards!!
Going Here
February 1, 201714K26W regard, thank you for sharing……
drugs-rx.com scam
February 17, 2017Write more, thats all I have to say. Literally, it seems as though you relied on the video
to make your point. You clearly know what youre
talking about, why throw away your intelligence on just posting videos to
your weblog when you could be giving us something enlightening to
read?
Lila Bores
February 25, 2017“Great Blogpost! great threat, i like it, thanks very_ much.”
Boyd Mulder
February 27, 2017“Great Blogpost! Hello there! Do you use Twitter? I’d like to follow you if that would be ok. I’m definitely enjoying_ your blog and look forward to new posts.”
Resa Gooding
March 1, 2017“Thanks for the support. Yes, you can follow us @PenguinStrategy” on Twitter
eebest8 best
March 2, 2017“Thank you ever so for you blog article.Thanks Again. Cool.”
Polly Preyor
March 3, 2017“Great Blogpost! Hello Admin! Thanks for this article, very good information, I will be_ forwarding this to some friends, if you’re ok with that. Greetings from Germany!”
Get Paid to Write Online
March 25, 2017Thanks for sharing, this is a fantastic blog.Thanks Again. Keep writing.
indian
March 27, 2017Thanks for the marvelous posting! I quite enjoyed reading it, you could be a great author.I will make certain to bookmark your blog
and will often come back at some point. I want to encourage yourself to continue
your great posts, have a nice afternoon! http://bit.ly/2lZh8pz
motuandpatlugames.com
April 10, 2017Thanks-a-mundo for the blog post. Awesome.
motupatlugameshd
April 15, 2017Thanks again for the post.Really thank you! Cool.
hamptonbaylightinghd
April 16, 2017This is one awesome blog post.Really looking forward to read more.
motuandpatlugames.in
April 22, 2017I really like and appreciate your blog. Great.
motoapk thanks
May 4, 2017Thank you ever so for you article post. Awesome.