Why Marketing in Cybersecurity is So Difficult: Insights from Being on Both Sides
Why Marketing in Cybersecurity is So Difficult: Insights from Both Sides of the Coin
Having spent years on both sides of the cybersecurity world, I know firsthand just how tough it can be to market effectively in this space. I’ve been the decision-maker bombarded with endless pitches and the marketer trying to cut through the noise to reach those decision-makers. Both roles have given me a deep appreciation for the unique challenges that come with cybersecurity marketing. Marketing in this field isn’t just difficult—it’s a battlefield where trust is hard-earned and skepticism runs deep.
Why is cybersecurity marketing so challenging? A few key factors make this industry particularly resistant to traditional marketing tactics. Let’s explore these challenges and, more importantly, how we can overcome them.
1. We Are Natural Skeptics
As cybersecurity professionals, we’re trained to be cautious. It’s in our DNA to question everything—especially when it comes to unsolicited emails, unfamiliar links, and new products. Trust is the currency of our industry, and it’s not something we give away freely. When we’re on the receiving end of a marketing pitch, our first instinct is often to doubt the legitimacy of what we’re being told.
The Fix:
To overcome this inherent skepticism, we need to build trust from the ground up. Start by establishing your credibility through thought leadership. Share valuable insights, publish case studies, and contribute to industry discussions without asking for anything in return. Over time, this approach helps build a reputation as a trusted voice in the field. When we see that you’re genuinely invested in the community and not just trying to make a quick sale, we’re more likely to listen.
2. We’ve Seen a Lot of Snake Oil
Cybersecurity is a field where bold promises are often made, but not always kept. We’ve all seen products that claim to be the silver bullet for our security woes, only to fall flat in real-world scenarios. These snake oil solutions have made us wary of anything that sounds too good to be true. We’ve been burned before, and we’re not eager to repeat the experience.
The Fix:
Transparency and honesty are your best allies. Be upfront about what your product can and cannot do. Set realistic expectations and back up your claims with concrete evidence, such as user testimonials, independent reviews, and detailed demos. When we see that you’re not just another vendor making empty promises, but a partner who understands the stakes, we’re more likely to engage.
3. We Need to Know You Understand Us
One of the quickest ways to lose our interest is to make it clear that you don’t really understand our world. Cybersecurity is complex and evolving at a breakneck pace. If your messaging doesn’t resonate with the realities we face every day, we’ll quickly tune out. We need to believe that you understand not only the industry but also the specific challenges we’re dealing with.
The Fix:
Do your homework. Invest time in understanding your target audience's specific pain points. Tailor your messaging to address those pain points directly, using language and scenarios that are relevant to us. Personalization is key—show us that you’ve taken the time to understand our unique situation, and we’ll be much more open to what you have to offer.
Bonus Point: Don’t Come On Too Strong
There’s a common mistake that many marketers make—they come on too strong, too fast. It’s like going on a first date and expecting a proposal by the end of the night. In cybersecurity, where trust is hard-earned and easily lost, this approach is a surefire way to push us away. We need time to evaluate, consider, and slowly build a relationship.
The Fix:
Take a page from Gary Vaynerchuk’s value principle: give, give, give, then ask. Offer value first through educational content, free resources, or helpful advice. Build the relationship slowly, allowing us to come to you when we’re ready. When you finally make the ask, it will feel natural, and we’ll be much more likely to say yes.
Conclusion: Winning the Battle of Cybersecurity Marketing
Marketing in cybersecurity is tough, but it’s not impossible. By understanding the unique mindset of cybersecurity professionals, we can craft strategies that resonate and build trust over time. Remember, we are natural skeptics, we’ve seen too many empty promises, and we need to know that you understand us. And whatever you do, don’t come on too strong.
The key to success in this field is patience, transparency, and a deep commitment to delivering real value. When you approach cybersecurity marketing with these principles in mind, you’re not just selling a product—you’re building a relationship. And in this industry, that’s the most valuable asset of all.
