Your Next Move in a Winning Cybersecurity Marketing Game - Refine Your Buyer Personas

Posted by Amy Kenigsberg on Jul 1, 2019 9:10:16 AM

Successful business team smiling at the officeSuccessfully 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 cybersolutionsC 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 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.

Better Understand Your Clients with Our Persona Guide

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 and let us help you win the cybersecurity marketing game. 

Topics: marketing, persona, audience