6 Questions to Ask to Find the Right Cybersecurity Marketing Agency

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Selecting the right cybersecurity marketing agency can make a world of difference in the success of your campaigns, and if it’s a large engagement, your company. With countless agencies vying for your attention, it’s crucial to know what questions to ask and how to evaluate them effectively. That’s why we’re outlining six critical questions you should ask when choosing a cybersecurity marketing agency. By using these questions as a guide, you’ll be well-equipped to choose a cybersecurity marketing agency that feels like a natural fit for your goals and objectives. 


  1. How well do they know [insert your cybersecurity technology or offering]?

When evaluating marketing agencies, ask yourself, “How much do I want to have to educate them?” Frequently, organizations bring in agencies to help when they are low on resources or to augment an area of expertise. In these situations, hiring an agency that needs a lot of hand-holding is not especially helpful. 


While there are obvious benefits of agencies that specialize in cybersecurity, don’t be afraid to ask if they have worked in your specific corner of security. API security vs. security training vs. MSSP organizations all have unique challenges and opportunities, even though they are in the same space. 


Dig into their portfolio to see if it says to you, “cybersecurity savvy” or “we have one cybersecurity client.” Do their previous projects reveal a deep understanding of a variety of cybersecurity technologies?  


  1. Is the cybersecurity marketing agency up-to-date with the latest trends and technologies, or stuck in the past?

In cybersecurity and marketing, staying current is a must. An agency with forward-thinking leadership and talent will be well-versed in emerging technologies, digital marketing strategies, and industry best practices, to name a few. They should have a finger on the pulse of the cybersecurity landscape and marketing techniques to deliver results. 


Ask how they stay sharp. Are they involved in the Cybersecurity Marketing Society? Do they learn directly from security buyers through avenues like Audience 1st? Do they invest in their professional networks and Slack channels? A good agency invests in continuous learning to stay ahead of the curve. 


  1. How much do they really know about your business and audience?

A successful cybersecurity marketing agency should be like a detective, diving deep into understanding your business, target audience, and marketing objectives. They should be eager to learn about your unique value proposition, competitive landscape, and buyer personas to tailor strategies that truly resonate. 


Pay attention to the questions they ask about your business during the evaluation, or when you’re kicking off a project. Are they genuinely curious? Do they dive into research before crafting a plan? Do they share ideas, challenge you, and offer suggestions on the best types of assets to create or topics to cover? Their curiosity and attention to detail will tell you if they’re the right fit and if they understand what will strike a chord with your audience. 


  1. What’s their secret sauce for developing a results-driven marketing strategy?

Behind every successful marketing campaign is a killer strategy. Look for agencies that bring a results-oriented approach, blending market research, competitive analysis, and audience insights into their strategies. 


Ask them about their process for developing a marketing strategy. What will you need to bring to the table and what will they analyze and research? Do they collaborate with you to define measurable goals and key performance indicators? A great agency will have a structured methodology to align with your business objectives. 


  1. Who are the people on their team, and do they have the right cybersecurity marketing expertise?

A cybersecurity agency is only as strong as its team. To ensure that the agency can deliver on its promises, evaluate the resources and knowledge they have in-house. Look for agencies with a diverse team of professionals with experience in areas such as content creation, digital marketing, product marketing, and design. 


Ask about their team structure and capabilities. Do they have senior-level writers who have worked in cyber and demonstrate a solid understanding of the industry’s nuances? Do they use a tried-and-true set of freelancers or have full-time employees?  


  1. What are their pricing structure and contract terms?

Before making a final decision, it’s crucial to understand the agency’s pricing structure and contract terms. Ask for a detailed breakdown of their pricing. Some agencies work on a retainer model that requires you to pay a flat fee no matter how many hours you use, while others charge for hours used or a fee per project. 


Additionally, review the contract terms carefully. Look for hidden fees, termination clauses, or exclusivity agreements that may restrict your flexibility. It’s essential to have a clear understanding of the financial commitment and contractual obligations before entering into a partnership. 


While we’ve outlined these as questions you should ask, pay attention to agencies that are forthcoming with this information on their own. Transparency is a foundational part of successful business relationships. It’s not only what people know, but their morals and values in business that set them apart. 


Ready to read more? Check out our blog, Three Reasons Why Hiring a Fractional Marketer Makes Sense.