Successfully marketing your cybersecurity solution is not a guessing game. Targeted marketing is like any other targeted activity – where you aim is where you’ll hit. Of course, that’s easier said than done. With hundreds of cyber solutions on the market, it’s difficult to find your security product’s unique niche so you can tailor-fit your message to the right buyers.
Developing your ideal customer profile/persona awareness
First, you need to construct buyer personas - generalized, hypothetical representations of your ideal clients. They include the CIOs, CISOs, CTOs, risk managers, compliance officers, CFOs, CEOs – and maybe even some purchasing clerks, who may really have the final right of approval. Through market research, interviews, and social media, understand their needs, priorities, concerns, perspectives, and behaviors. Know what they’re thinking about in terms of goals, challenges, preferences, budget constraints, etc. Just as importantly, consider where they are in their buyer’s journey - awareness, consideration, and decision.
With all this information in your toolbox, you’ll be better able to create persona-driven marketing content that goes straight to the heart of the matter - what your ideal customer needs and wants right now - instead of adopting a cookie-cutter, one-size-fits-all approach that convinces no one.
Discover your cybersecurity buyer personas - and how to reach them
|
Title |
What They Do |
What They Need |
How to Reach Them |
|
Chief Executive Officer (CEO), Chief Financial Officer (CFO) |
Manages the big picture, including corporate budget |
The right information to make good investment decisions |
Focus on the cost/damage of NOT investing in security, while reinforcing how the right security investment enables business |
|
Chief Information Officer (CIO) |
Oversees IT strategy and the systems required to support the organization's business objectives |
Risk management capabilities to protect IT projects and enable business |
Present a complete portfolio of offerings, including security/managed security services, professional services, partnership solutions, enterprise-scale applications etc. |
|
Chief Information Security Officer (CISO) |
Manages IT and cyber risks to prevent and mitigate breaches |
Visibility into all data to gain a complete picture of cybersecurity posture |
Highlight complete network visibility and threat detection to keep operations running smoothly |
|
Chief Technology Officer (CTO) |
Focuses on technological issues within an organization |
Ways to transform financial capital into technology that advances the company’s business strategy |
Offer best-of-breed security products made possible by vendor’s deep cybersecurity technology experience |
|
Chief Compliance Officer (CCO) |
Ensures the organization is in compliance with regulatory requirements and employees with internal procedures |
Data loss prevention solution that provides deeper visibility and information control to make compliance easier |
Focus on data loss prevention capabilities of the product |
|
Risk Manager |
Identifies and evaluates potential risks that may impact the organization’s security, finances, and reputation |
Better understanding of cybersecurity risks, ways to find and fix security vulnerabilities |
Position offering as integral part of risk management strategy - able to identify risks/vulnerabilities and apply solutions that fully protect the organization and its reputation. |
Consult us BEFORE you make your first move
K2 Global Communications has been active in cybersecurity marketing for years and can provide your organization with expert advice on constructing your cybersecurity buyer personas. This is just part of a whole range of customer-centric communication services that our cybersecurity clients currently enjoy. Contact K2 now to let us help you win the cybersecurity marketing game.