Marketing in a Cybersecurity Driven World
By: Foundry | 10/21/2021
October is recognized as Cybersecurity Awareness Month, which acknowledges the importance of all employees being vigilant to protect organizational assets. Security leaders do not get a break, as the adoption of new technologies like cloud and data solutions, brings new ways to be attack. Over the past year, news headlines have shown the global impact of cyber-attacks, such as the Colonial Pipeline and Ireland’s Health Service Executive. This makes it no surprise, that security leaders have identified the top 3 security priorities for this coming year are: be appropriately prepared to respond to a security incident, improve the protection of confidential and sensitive data, and improve/increase security awareness among end-users through training (2021 IDG Security Priorities Research).
Like security leaders, marketers also play a role in protecting their company’s reputation and the data of their customers. We are excited to share insights from Mary Rose, Marketing Director of Aqua Security and George Schoenstein, SVP of Marketing and Communications of Fusion Connect on how they market in this every changing security landscape.
Building a Secure MarTech Stack
The 2021 Security Priorities study reports that 90% of security decision-makers believe that their company is falling short when it comes to addressing cybersecurity issues. So how do companies securely update their evolving MarTech stack? Mary Rose underscores the importance of collaboration with key partners, investors, and others in the community from the beginning. Rose shared, “Aqua Security has a formal and in-depth security audit in place to review all technologies and ensure they meet the standards to keep our company and our customers safe.” George Schoenstein also highlights collaboration is a primary tool, as well as reading analyst commentary and trade publications. Schoenstein wrote “I believe there is always something new to learn, and if you stop learning you will be left behind.” Resources like EdX, Coursera and Hubspot provide a range of learning opportunities.
There is a high standard for all organizations to protect their customers, but in the security world, this protection is paramount. Schoenstein credits the company’s implementation of an omnichannel contact center platform (CCaaS) as the tool that helps Fusion Connect manage and optimize the client journey. He explains “this new omnichannel contact center platform (CCaaS) gives us granular visibility into customer experience, including a sentiment rating for each interaction. As we move forward, the new CCaaS platform and its data will be integrated with our MarTech stack to deliver even greater visibility into the client journey to help enhance satisfaction and revenue.”
Standing Out When Marketing to Suspicious Security Buyers
To distinguish itself from the competition as well as connect with the wider audience in a unique way, a brand must put forth forward thinking and creative marketing campaigns. One way that Fusion Connect approaches this is through a variety of omnichannel campaigns that can reach prospects as well as existing customers in as close to a 1:1 fashion as possible. Schoenstein says that Fusion Connect’s strategy shifted during the pandemic just like the nature of the workforce shifted. He states that strategy now includes “digital campaign elements that are designed and targeted for security buyers, as well as old school marketing, like physical mail sent to the home.” By changing with the changes around them, Fusion Connect has seen significantly higher engagement numbers. Aqua Security made similar tweaks to their marketing strategies. Their bi-annual industry event KubeSec evolved from an in-person event to a trusted hub and source of information, building a strong community from enterprises to open source. Now, Rose says KubeSec content is offered throughout the year and allows for developers, engineers, and security practitioners to stay informed and connected.
In 2021, the average annual security budget rose to $66.8 Million and 44% of security decision-makers expect it to increase within the next 12 months. As cybersecurity continues to grow it is important that marketing strategies and marketers continue to protect their customers and pivot to reach prospects in new ways. Learn more about the 2021 Security Priorities in this executive summary.