What's wrong with cybersecurity marketing?
A marketing team can be genuinely good at marketing and still not understand the market it is selling into. That gap shows up in the messaging long before it shows up in the pipeline.
A conversation about recurring problems in cybersecurity marketing, including the disconnect between marketing and the market it is selling into, product claims, customer feedback, practitioner understanding, and authenticity.
WATCH THE ORIGINAL (opens on an external site)This conversation with Michael Virgone starts from a recurring problem: cybersecurity marketing that is competent as marketing, but disconnected from the practitioners and buyers it is aimed at.
What it gets into
- Understanding practitioners and customers, rather than only understanding the marketing discipline.
- Product claims, and whether they survive contact with how the product is actually used.
- What customer and practitioner feedback tells you, and what happens when it does not reach the people writing the messaging.
- The relationship between the product, the market need, and the marketing that sits between them.
- Authenticity, including being willing to recognise when a product is not right for a customer.
None of this requires hiring only cybersecurity specialists into marketing roles. It requires closing the distance between the marketing team and the market. We have written more on that in Your marketing team understands marketing. But do they understand your market?.
Want to talk it through?
If any of this is live in your business right now, a short conversation is usually the fastest way to work out what to do next.