Posts by Mark Bouchard
Be a Cybersecurity Content Marketing Hero Today!
Unmet content needs (UCN) is a serious problem for today’s cybersecurity content marketing teams. Consider these completely fabricated snippets overheard by our fly-on-the-wall reporter this past week alone: “If only I had a new case study highlighting how our security widget is the best thing since sliced bread, that six-figure deal would be in the…
Read MoreAuthentication is Hot – Again?
Wait a sec. Was authentication ever hot? Perhaps when clientless VPNs took off (~2005), but only somewhat. More like warm, I’d say. Well, don’t look now, because as the late Robin Williams exclaimed in Good Morning Vietnam, “it’s hot, damn hot.” Apparently, so too is the rest of the IAM (identity and access management) panoply.…
Read MoreStrategies for Finding the Best Cybersecurity Marketing Agency
Successfully marketing cybersecurity solutions and finding a cybersecurity marketing agency to help is more complicated than ever. Customers (with already too much on their plates) are inundated by an escalating landscape of both threats and solutions, and marketers are hard pressed to rise above the noise in a crowded marketplace. Sound familiar? In fact, research…
Read MoreMaking Sense of SASE
I’m really curious to see how many exhibitors at this year’s RSAC are touting a SASE strategy and/or solution. Wait. You don’t know what SASE is? Then permit me to fill you in by liberally borrowing from its conceptual creators (see Gartner, “The Future of Network Security Is in the Cloud” – published August 30,…
Read MoreHow to Use Compelling Content to Rise Above the Noise
In our three-part blog series “Struggling to Rise Above the Noise in the Cybersecurity Marketplace,” we’ve looked at how to build a solid foundation and then use that information to create compelling content. In this third post, we’ll show you how to deploy content to attract the attention of your potential buyers and convert them…
Read MoreCompetitive Analysis Pays Off
The first blog post in this series explained how competitive analysis is necessary but difficult, while the second blog post discussed how to undertake an effective competitive analysis project. In this final installment, we offer suggestions for providing the benefits of your competitive analysis project to various groups in your organization. These include not only…
Read MoreCompetitive Analysis – A Proven Methodology
The first blog post in this series explained how competitive analysis is both necessary for your organization, and really hard to do right. This second post walks you through how to determine which competitors to include in your analysis, and how to go about getting the information you need to obtain the desired results. Most…
Read MoreCompetitive Analysis in the Cybersecurity World
Few marketing activities give rise to more discussion than competitive analysis. This series of blog posts explains why it’s so necessary, especially in cybersecurity; presents a methodology for getting the info you need; and shows how to use the results to give your entire organization a leg up on the competition. The sales team needs…
Read MoreStruggling to Rise Above the Noise in the Cybersecurity Marketplace? How to Create Compelling Content
In the first post in our series “Struggling to Rise Above the Noise in the Cybersecurity Marketplace?” we shared five tips to build a solid foundation by knowing your goals and strategy, value proposition, and customers. This post looks at how to use that information to create compelling content to help your company stand out…
Read MoreStruggling to Rise Above the Noise in the Cybersecurity Marketplace? Five Ideas that Make a Difference
We’re sharing a three-part blog post series on how to stand out from the competition; this first post looks at how to get started with the right groundwork. There is no question that the cybersecurity marketplace continues to grow exponentially. In fact, Cybersecurity Ventures predicts that global spending on cybersecurity products and services will exceed…
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