On September 21-September 24, the smartest minds in cybersecurity marketing came together for CyberMarketing Con 2020, run by the Cybersecurity Marketing Society. Panelists covered a wide span of categories, providing guidance for professionals looking to expand their business and improve their marketing skills.
In the expert panel session “How to Rise Above the Cyber PR Noise,” three top cybersecurity PR professionals took the stage to discuss how to stand out in a crowded industry that’s never quiet. The panelists included:
- Michelle Schafer, SVP of Cybersecurity Practice at Merritt Group
- Meredith Corley, Head of Security Communications at Cisco
- Tim Wilson, Editor-in-Chief and Co-Founder at Dark Reading
Wilson, Corley, and Schafer explored their best practices on maintaining a clear marketing strategy that will help cybersecurity marketing professionals stay vigilant in times of turbulence.
How is cybersecurity marketing different from other industries?
Although many industries brand themselves as fast-paced and quick moving, cybersecurity is one sector where these frequent changes have serious implications on internet security and safety. The panelists stressed that speed is the differentiator—the news never sleeps in cybersecurity. As Schafer, SVP of Cybersecurity Practice at Merritt Group, said, “Cyber is never boring.”
Because the field is highly competitive, marked by competition between the large number of security vendors out there, there is always a ton of new to digest and threats, trends, and developments to keep track of. This clutter and noise make it extremely difficult for marketing professionals to articulate their messages in a way that stands out.
Not only do cybersecurity professionals need to get attention from B2B outlets, they need to target consumers outlets too. Wilson, Editor-in-Chief and Co-Founder at Dark Reading, emphasized the difference of cybersecurity marketing content for publications. In any other part of IT, new technology is newsworthy, and the focus is on the vendors. But in cybersecurity, vendors aren’t the lead. Newsworthy stories about security revolve around problems and threats. The move away from company-focused stories is a challenge for marketers.
How do you craft a clear message in cybersecurity?
Because of the noise, it is imperative that clear messages need to be crafted for other cybersecurity professionals and customers to pay attention to what your company has to say.
Schafer articulated a thought-out process for forming a message that will resonate. To understand what to say, you need to define an audience that will inform your direction. Next, you need to identify the market problems and challenges that your company’s technology is solving and what your company’s solution is (including why it is different). To ensure that the message will be well-received, testing the message is essential. You can test your message with industry analysts from small and large companies alike. If you are partnered with a PR agency, they can be helpful in making sure everyone in the company is on the same page.
Corley, Head of Security Communications at Cisco, also agreed that understanding your audience is crucial for a successful message. However, crafting this information also involves internal stakeholders, such as employees. Bringing together internal and external communications and employer branding under one umbrella encourages thoughts from your most important influencers and advocates. For example, positioning your company as a hub of innovation not only attracts potential customers but prospective talent.
From an editorial perspective, Wilson noted that as a cybersecurity PR professional, the way that your company’s technology is expressed has to fit within the broader context of the industry, such as the technology solves a common problem, how it compares to what else is out there, and how it ties into existing tech the company already has.
What is the right marketing mix in cybersecurity?
There is no one correct marketing mix in cybersecurity, but there are guidelines you can follow. Schafer stressed that your marketing mix varies based on the stage your company is in and what goals you have. If you work at a startup, your marketing mix will look very different from a large company with an established marketing budget. In addition, the marketing mix needs to be holistic—public relations is just one piece of the puzzle, and lead generation, event marketing, and content marketing, along with others, are other aspects to think about.
Corley outlined a blend of earned media, owned media, paid media, and live media for a holistic, robust marketing campaign. These channels also need to be aligned with what your company goals are, which will change based on if you work at an early-stage startup or mature company.
Wilson, speaking from the perspective of a publication, said, “The key is to think about your audience and how they’re going to learn about your message,” which also applies to the client side. Clearly identifying your customer’s journey will unearth valuable insights on how to meet your customer where they are.
For the public relations facet of the marketing mix, the three panelists noted that although many debate the role of the press release, the press release isn’t dead. Schafer said that there is value, but only if you have important news to share with the media. Corley mentioned that press releases can keep the market, venture capitalists, and prospective customers updated. Furthermore, thinking about alternative channels such as blogs can be helpful if you are focused on delivering a story beyond just facts and quotes.
FUD: More Than a Buzzword?
“FUD,” or fear, uncertainty, and doubt, is a concept that plagues the cybersecurity industry, a field characterized by threats and unpredictability. The three panelists all concurred that cybersecurity marketers play vital roles in not adding to the FUD.
Schafer emphasized that marketers need to ensure that the content they distribute adds value and isn’t a distraction. Information from clients, customers, and research teams needs to be vetted for accuracy. Especially because the industry is guilty of exacerbating FUD, “It’s critical to make sure that you have something very valuable to say and that you are not just chasing the story and regurgitating what everyone else is saying.”
Corley defined FUD as a form of disinformation that is rampant in cybersecurity. It is damaging to long-term goals because it plays up threats to promote products that solve the problem the products created. She likened it to “the boy who cried wolf,” saying, “If something really happens and is going to impact a large number of customers, are they going to pay attention the same way if it’s just constant alerts of big, bad, scary hackers coming for you? Probably not.” FUD also impacts the long-term buying cycle because pushing tech that people don’t need takes up budget from the tech that they do need. Trust is paramount in the cybersecurity community, and FUD is an easy way to burn bridges.
In a news organization, reporters need to be conscious that there are real things the audience should be concerned about because some fear is necessary in the security space. But you need to be selective and filter what news should be prioritized. When cybersecurity marketers understand what is important, it “helps us get the right info to the right people at the right level of criticality.”
In the end, ambulance chasing, or just going after the most spectacular stories, doesn’t add value in an industry marked by a constant influx of important issues that affect people.
How has COVID changed the cyber marketing and PR landscape?
COVID has upended every industry, revolutionizing how employees approach their work. In cybersecurity marketing, Schafer encouraged people to be empathetic because everyone is facing challenges during these difficult times.
The panelists all discussed the necessity of adopting a comprehensive marketing strategy that encompasses multiple channels. For example, Schafer said that companies should be thinking about paid, owned, and earned channels, rather than just one of these mediums. With the inability to put on live events, Corley stated that investing in digital strategy, such as paid opportunities and creative social media, can engage your audience. Wilson also urged companies to think about how digital components can support other facets of the marketing mix. As people live online, using webinars, reports, and surveys can aid sponsors in getting their messages across.
Although the cybersecurity industry is a tricky field, teeming with problems lurking below the surface, marketers can prepare for these challenges by staying proactive and adopting a comprehensive marketing plan. If you’re interested in learning more about rising above the cyber PR noise, visit https://cybermarketingcon2020.heysummit.com/ to watch the full panel session.
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