Cyber Security Marketing for Marketers

Cyber Security Marketing by Marketers for Marketers

Marketing isn’t easy. You can have strong leads, appealing social media, enlightening content and must-attend events, and still not captivate everyone in your target audience.

Now try to market cybersecurity. Just about every person and business uses electronic devices, so protecting their technology from attacks and data breaches is undoubtedly a top priority. But with a seemingly endless list of cybersecurity technologies, vendors and strategies, it’s no wonder many don’t know where to turn, let alone trust a singular source for best practices.

That doesn’t mean marketing cybersecurity is a lost cause. With a consistent voice, smart insight and easy-to-follow advice, a marketing firm can make cybersecurity seem as simple as an apple pie recipe. That said, our aprons are on.

This post kicks-off a blog we’re devoting to cybersecurity and marketing. With consistency, smartness and simplicity, we hope to not only shed light on digital security but to also offer practical tips on how to best market your cybersecurity clients.

We’ve worked closely with our cybersecurity clients for some time now, and feel confident we can share marketing strategies that work for them (and us). We’ve had a front-row seat as the industry has grown and have become a bit of an expert in the field.

For example, we know the difference between an outside threat (hackers outside your organization) and an inside threat (the people you trust inside your organization) and which cybersecurity practices work best for each. We know which decision makers (hint: it’s not just the CTO anymore) need to have the latest cybersecurity information as they prepare to make expensive purchases for their organizations. We know – without the risk of sounding overly confident – what works and what doesn’t work.

In the coming weeks, we’ll share our thoughts and suggestions on several topics that can help you best promote your cybersecurity clients. Those topics include:

Also, we expect to share user-generated content – from clients, experts, other marketing professionals, readers – that will provide perspective to help you, but probably us as well. We welcome feedback anytime and from anywhere.

Marketing doesn’t have to always be a proprietary venture. With something as vast and complicated as cybersecurity, a blog by marketers and for marketers can certainly benefit all of us as we go about trying to position our clients at the top of a crowded landscape.

Thanks for joining.

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  • Ethan S. Burger

    November 20, 2015

    Cybersecurity is the flavor of the month and many are cashing in on this new opportunity. How do we know that cybersecurity companies have not been infiltrated by persons seeking to cause harm to the US population and our economy — as well as our allies?

    How does the public learn of how “secure” are the manufacturer of goods? Who should make this determination? Does the public have the right to know?

    We are at the very beginning of a new era — which is not fully appreciated by most. We should be concerned about food and public health safety and security.

    In any event, what combination of software, hardware, training and practices is needed — and how who and how is that determined? Given the rate of technological changes and the development of new tactics by persons constituting a “threat,” and how frequently do we have to conduct audits and who should carry them out?

    How does one “defend” scores of organizations that cannot afford “adequate” cybersecurity. What should we do about organizations and events attended or used by a large number of people (bridges, concerts, highways, public transit, etc.).

    Which manufacturers, consultants, insurance companies are genuinely offering needed goods and services? Who performs the evaluations and how frequently. Are for-profit entities likely to reduce costs at the expense of security?

    One manufacturer of cyberdefense products claimed that “if everything were to work, he thought 84-92% I did not press him, but this figure was twice the rate I have been told by some working the area for the FBI.

    Do not forget that for fun, former acting Inspector General Clark Irvin used to regularly sneak prohibited items onto aircraft. TSA were able to accomplish the same thing more than 90% of the time.

    Post 9/11, many producers of equipment that DHS purchased at great expense to the US taxpayer is ineffective. Metal detectors along with all the rules that have become standard procedure is to create an illusion of security so that people stop flying which would have harmed the US economy and scare the public.

    This also was a major subsidy for the airlines, The FTC should examine why ticket prices for flights are not down despite the low cost of fuel, charging passengers for food, and imposing fees for excess luggage, including carry-carry-ons. It may be too late to profit by the purchase of airline stocks.

    Ignoring the possible issues of fraud, greed as well as former government officials exploiting their contacts, the American public should be outraged. Unfortunately, people are too busy with their day-to-day lives. As with cyber-security, the human being is always the weak link.

    The US government doesn’t appreciate the difference between citizenship and nationality (France does, as does Canada). Of course, this is the permanent problem of home-grown terrorists and many mentally ill individuals looking to be famous at least for a while — we all know the names John Wilkes Booth and Lee Harvey Oswald.

    The people asking the questions of airline passengers before their flights should not be following a script when asking their pro forma questions. People should get on the web and learn why the question “Did you pack your own bag and was your luggage always in your possession? Asking people involved in providing security not to engage in profiling is akin to asking people not to think and act upon their conclusions.

    We need smarter people carrying out these functions. Airlines and passengers must understand that some people will inevitably miss flights until they are adequately checked out. The cost of delaying meetings or missing connections are small prices to pay if human lives are saved.

    Query the efficacy of having armed. undercover US government security personnel on a large number (and possible all) US flights. How do they avoid falling asleep. Some in Congress have asked these very questions.

    Unfortunately, as long as extremists that do not value human life are willing to die for their beliefs, we are in damage limitation mode.

    Absolute security is impossible. We are in damage limitation mode. In any event, how will some of the issues raised above be paid for when this country’s voters are allergic to taxes? Are we unwilling to face this situation and continue to talk passed one another?

    Is the media doing its job in analyzing this combination of problems?

    I do not pretend to have the answers,

    Thank God for video conferencing.

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