Cybersecurity Marketing: Spaghetti, Meet Wall

November 21, 2024

Cybersecurity marketing (read: marketers) seems to be particularly susceptible to the idea that simply throwing enough spaghetti at the wall is the recipe for success.

When that "strategy" fails, they blame, in no particular order: the market, the product, the customers, the economy, the features, the sales team, the support team, the insufficient budget, the phase of the moon, or the mating patterns of the Sonora horned toad.

For the industry that supposedly celebrates innovation, the biggest innovation in cybersecurity marketing seems to be in the kinds of useless environmentally-unfriendly swag it produces year-round or the creative ways it blows budgets on flashy events.

If half those resources were spent on things customers actually care about, like understanding their problems intimately, engaging with them authentically, and delivering solutions to real problems in ways that are easy to integrate into their actual (not imaginary "perfect customer") environments, our industry wouldn't be spending billions of dollars a year on shelfware.

Research has shown that prospects no longer care about vendors' flashy gimmicks or fancy promises. They want to experience the product or solution in the context of their own specific need, and they don't want a pushy salesperson hovering over their shoulder with a contract while they do it.

Build your product. Build your demo. Build your deployment, integration, and customer success strategy to ensure your clients succeed in their goals. Obsess about that, not how big of a trade show booth your competitors can afford with their VC bucks.

Or keep throwing spaghetti at the wall.

hashtag#cybersecurity hashtag#marketing hashtag#cybersales hashtag#strategy