Marketing for cybersecurity companies, from someone who understands security
Security buyers are sceptical, technical and tired of fear-based marketing. I help cybersecurity companies explain what they protect and why it matters, in a way that earns trust and wins deals.
Problems cybersecurity companies bring to a session
Each of these fits a single advisory session with a set deliverable. You'll find every session format and price on the advisory page.
"Every competitor says they stop breaches."
We find what genuinely sets you apart and build your positioning around it.
- You leave with
- Positioning that separates you from vendors making the same claims
"Our marketing leans on scare stories, and buyers tune out."
We reframe your messaging around what buyers gain, rather than what they're afraid of.
- You leave with
- Messaging built around the outcomes buyers report to their board
"The security team gets it, but the board doesn't."
We translate your technical value into the language of risk, cost and business continuity.
- You leave with
- A business case narrative for non-technical decision makers
"We sell to everyone from small firms to enterprise."
We weigh up your segments and choose the one to win first.
- You leave with
- Your beachhead market and the reasoning behind it
"Deals take so long that cash flow suffers."
We map your buying journey to find where deals stall, and why.
- You leave with
- A map of where deals stall and the fixes to make first
"We're new to the North West cyber scene."
We plan how to get known in the region's cyber community and meet the right people.
- You leave with
- A plan for building your presence in Manchester's cyber ecosystem
Messaging that earns trust with sceptical security buyers
Security buyers can tell straight away whether a marketer understands their world, and they switch off when they don't. Working with someone who already does means less time explaining the basics, and messaging that sounds credible to buyers from the first read.
I've been marketing cybersecurity companies for years. Before that, I worked in physical security, which included collaborative work alongside the Metropolitan Police and the US Secret Service. Physical and digital security are different disciplines, but they share the same way of thinking about threats, risk and trust.
