People like to dump on PR for what is seen as “pushy” behavior: issuing unnecessary press releases, cold calling journalists, or following up weekly to see if you got the email that was sent. Oftentimes, it’s not PR’s fault. It’s…
CISOs are repeatedly saying that they don’t respond to traditional marketing ploys. The way to get to them is through relationships. If that’s true, why even bother with traditional security marketing? Here are the Best Responses to “Is Traditional InfoSec Marketing…
Since starting the CISO/security vendor relationship series, all the CISOs I’ve spoken to have repeatedly said they are far more responsive to relationship making efforts than they are to any traditional marketing, email marketing, or sales calls. If that’s the case, why don’t…
I asked cybersecurity professionals what works to get them to be aware and ultimately test a security vendor’s product. Here are the best responses to “How to Get a Prospect to Test Your Security Product” Join the conversation on LinkedIn
“I’ve never met a harder sale than cybersecurity to the IT team,” admitted a security vendor. “The challenges are unique at each firm and they are reluctant to even take a call let alone share real concerns.” In the security…
Most often a CISO won’t tell you their security concerns, but here are seven techniques you can use to figure out what they are. Here are the best responses to “How to Uncover Security Concerns When a CISO Won’t Tell…
“What are your security concerns?” It’s the one question all security vendors want to know from potential customers. It’s also the one question potential customers don’t want to divulge for obvious security, privacy, and “I don’t have the time” reasons.…
I challenge the argument that the best targets for security marketing are CISOs and CSOs. Sure, CISOs are making business decisions, but are they the influencers you want? Since all the security companies I talk to want to market to…
Should security vendors use the same fear tactic on a CISO that they use to scare my mom? Here is my feedback to your feedback to my article, “Do CISOs Fall for Obvious Sales Ploys?” Join the conversation on LinkedIn
Every time I engage with a new security client, I always ask, “Who do you want to reach?” Inevitably, I get the obvious answer, “We want to reach CISOs and CSOs.” To which I respond, “Join the club.” Of course…
