"At the recent RSA Conference - an annual IT security event, held this year in San Francisco - the expo floor was brimming with security vendors, partners and information security executives looking to advance their security posture and operations. Considering the many different perceived security challenges, solutions, products and services evidences just how dynamic - and perhaps volatile - this industry can really be."
"The increasingly complex landscape of information security makes it difficult to get noticed in the space - whether you're a chief information security officer (CISO) aiming to level up your businesses' security posture or an analyst who is exhausted and overwrought with alerts around the clock. So, what can a cybersecurity marketer do to help CISOs and their teams make great decisions for their business? It's the job of marketers to make the entire buyer experience as simple and frictionless as possible."
Cybersecurity marketing requires clear articulation of brand purpose to differentiate in commoditized markets like managed detection and response. Customers and partners evaluate alignment of mission and core focus when choosing vendors. The information security landscape is dynamic and volatile, making visibility difficult for CISOs and overburdened analysts. Marketers must simplify the buyer experience and not rely solely on direct-to-buyer strategies, while employing additional levers to build pipeline and revenue. Channel partnerships and on-the-ground relationship-building at events such as RSA provide opportunities to connect with buyers. Four must-dos guide marketers to stand for something meaningful and cultivate effective partnerships.
Read at The Drum
Unable to calculate read time
Collection
[
|
...
]