Successfully marketing cybersecurity solutions 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 from the Content Marketing Institute shows that 54%…

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As we consult with our technology clients, we are often asked, “where should I invest my content marketing dollars?” In this blog, we’ve already shared how to create compelling content and how to use that content to rise above the noise during the buyer journey. In this blog post, we’ll talk about a specific type…

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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,…

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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…

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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…

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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…

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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…

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