A Guide to B2B Lead Generation for Cybersecurity

Studies still claim that over half (approximately 68%) of B2B companies struggle with lead generation, including those in B2B lead generation for cybersecurity. Cybersecurity companies face challenges regarding lead generation because their audience can fall into both the B2B and B2C spectrums and because of the industry’s sensitive nature. Your customers need to know that they can trust you with their most valuable information and, in the B2B space, their customers’ private information. 

So, before diving into the best practices for B2B lead generation for cybersecurity companies, let’s talk about the basics.

What is B2B Lead Generation for Cybersecurity?

B2B lead generation for cybersecurity is the same as B2B lead generation for any other industry – it’s the process of acquiring leads for your company’s products or services. Attaining these leads and understanding their unique needs can be quite challenging, but once you’ve gained their trust and proven your ability to protect them and their assets, not only can they become more than loyal customers but also a community of advocates for your brand. 

What Sets B2B Cybersecurity Lead Generation Apart From B2C Lead Generation?

Customer needs vary significantly in B2C and B2B, meaning they each have their own unique pain points and motivations. For example, a B2C lead looking for cybersecurity wants to protect their personal information from being stolen while shopping online.

Alternatively, a B2B lead in cybersecurity is someone who is looking to protect their company’s sensitive information from cyber threats and any personal or identifying information they hold that belongs to their customers. This B2B lead could be a bank looking for a cybersecurity company to protect their customers’ sensitive data from hackers.

While the two concepts may seem the same, the level of risk and cost of losing data differ. The decision to purchase a cybersecurity solution to protect your business’s sensitive data is a serious one, and the cost of losing that data can be devastating to a business.

B2B customers need to know that your cybersecurity company is not just a “one-trick pony” that can only protect their data, but that you’re an expert in all areas of cybersecurity and will be there for them whenever they need you.

Common Challenges of B2B Lead Generation for Cybersecurity Companies

Yes – B2B lead generation for cybersecurity companies can be difficult because of the weight of the responsibility of protecting your customers’ sensitive data. Still, with the right B2B lead generation strategy in place, you can build your cybersecurity company into an industry leader. 

The best way to understand the challenges of B2B lead generation for cybersecurity companies is to address two frequently asked questions:

How Do You Find Leads for Cybersecurity Companies?

Cybersecurity companies need to start generating B2B leads by creating an effective lead generation strategy that considers the specific needs of their target customer groups. This strategy should include both digital and traditional marketing approaches.

For example, your lead generation strategy may involve using digital marketing tactics, like SEO, email campaigns, and social media advertising, to reach potential leads. Additionally, companies can use traditional marketing tactics, such as cold calling, trade shows, and networking, to reach potential customers.

Which is Better for B2B Lead Generation for Cybersecurity Companies: Organic Leads or Paid Leads?

Unfortunately, there’s no right or wrong answer. It all depends on your target audience and the resources you have to work with. While organic lead generation can give you long-term results and help you save money, paid lead generation allows you to get as many leads as you like and retarget leads. 

Effective B2B Lead Generation Tools for Cybersecurity Companies

When it comes time to determine the best approach for B2B lead generation for your cybersecurity company, several tools and strategies can help you generate quality leads. Again, it all comes down to your budget, the resources you have to work with, and your target audience.

With that in mind, here are a few of the most effective methods for B2B lead generation for those in cybersecurity: 

Social Media

Social media is an excellent platform for those interested in organic and paid leads because it allows you to connect with prospects and build a strong online presence. In fact, approximately 89% of B2B marketers say they use LinkedIn as part of their lead generation strategy, with 62% saying they find this platform most effective at generating leads, making it one of the top performers for organic B2B lead generation.

As for paid lead generation strategies, LinkedIn Ads are rated some of the most effective by marketers, with approximately 65% of B2B companies stating that they’ve generated a customer through LinkedIn paid ads. Research also shows that sponsored InMail has an opening rate of 52%, while message ads have a 40% conversion rate. 

Source: WebFX

AI and Machine Learning

While AI and machine learning have come a long way in recent years, they cannot automatically generate leads for you. You still have to do the manual work of understanding who your audience is and how to pull them in. These tools can only help you weed out bad leads, qualify leads, and nurture those identified as high-quality leads.  

These tools can help automate the lead generation process and deliver a more personalized experience for your leads, ultimately leading to higher conversion rates. Some excellent lead-nurturing AI tools can include automated responses to frequently asked questions and personalized content hubs that show your audience that you understand their needs and can deliver on your promises.

Here’s a great example of how Hushly’s AI-powered platform helps nurture leads looking for information on B2B marketing, lead generation, and cybersecurity:

Source: Hushly

Valuable Lead Magnets

Lead magnets are content pieces that offer a specific, high-value solution to your target audience. These are usually pieces of gated content such as ebooks, webinars, or whitepapers. The information in these pieces should be highly relevant to your audience’s needs and provide them with something they can’t find anywhere else. The goal is to draw their attention and prove that you have the knowledge to back up your claims and the tools and resources they’re looking for in a business solution. 

Source: Hushly

Free Trial Offers

Finally, if you’re looking for a sure-fire B2B lead generation tool that will show your audience that you have what they need, then you’ll want to consider offering a free trial of your service. Not only does this allow you to collect valuable information about your potential customers, but it also allows you to prove to them that you have what they need. 

Let Hushly Help You Succeed in Your B2B Lead Generation Efforts

B2B lead generation for cybersecurity companies can be tricky. However, with the right tools, resources, and strategies, you can successfully generate leads and establish relationships with your target audience.

Here at Hushly, we offer a variety of tools to B2B organizations that can help them connect with their target audience and build relationships with potential clients. Whether you’re looking for B2B lead generation tools, AI customer engagement tools, or a simple solution for demand capture – we’ve got you covered. 

Interested in what Hushly can do for you? Request your demo today.

How to Create Content for a Cybersecurity Page

In today’s digital age, the best way to capture your target audience’s attention is by providing them with content that’s informative, engaging, and valuable. With approximately 42% of business leaders, security leaders, and IT leaders stating that cyber breaches of their systems have increased since 2020, more and more companies are seeking out cybersecurity solutions. To get noticed, you need to be able to create content for a cybersecurity page that gets found and converts customers.

Once you know how to create content for your cybersecurity website, you’ll be able to attract the attention of a larger audience during a time when cyber threats are at an all-time high. However, before diving into the things you’ll want to consider when creating content, it’s essential to take a moment to understand the two main types of content that are used in cybersecurity marketing. 

What Kind of Content Can Be Used in Cybersecurity Marketing?

It’s important to note that there are many ways to approach content for cybersecurity marketing. You can start by creating content for a cybersecurity landing page and a blog. 

While the two may seem the same, they’re different approaches to content marketing for cybersecurity. 

Creating Content for a Cybersecurity Blog

A cybersecurity blog is a type of content published regularly on your website to educate your target audience and build a reputation for your brand. This material can be broken up into dozens of different categories and verticals to address the specific needs of your ideal customer. 

These pieces of content usually consist of short- and long-form content that utilizes images and video to help guide your readers and keep them engaged. Some examples may include: 

  • How-to guides on protecting an e-commerce site from hackers
  • An educational blog on cybersecurity threats in the past 12 months
  • A tutorial on how to secure a brand’s social media account with a video guide 

Creating Content for a Cybersecurity Landing Page

Landing pages are a must-have for any cybersecurity brand selling a product or service. Landing pages are dedicated pages on your site that offer a single purpose and a call to action to drive visitors to make a purchase, book a call, download a free trial software, etc. 

For those in the cybersecurity space, these landing pages are usually product pages that explain the features and benefits of your software. However, they can also be pages for gated content like white papers and case studies. 

Source: Hushly

In this example, our landing page is simple and sweet. We encourage interested visitors to check out our product demo, and if they like what they see, they can request a demo of their own. 

To Succeed in Cybersecurity Content Marketing, You Need Both Landing Pages and a Blog

So, which should you prioritize when creating content for a cybersecurity website? Landing pages or blogs?

The answer is both

Creating content for your cybersecurity website is more than just putting out blog posts and/or landing pages. If the goal is to sell a product, you absolutely need to have a mix of landing pages and educational content. 

Landing pages give your audience a direct path to your offer, and educational blog posts should provide your audience with high-quality, relevant information on common queries and concerns. When done right, this combination not only provides a solution to their needs but proves to them that you’re a company they can trust with their security needs. 

How to Create Content for a Cybersecurity Page: 5 Things to Consider

Creating content for a cybersecurity page is no small feat. You need to consider your target audience, the latest trends in the field, and the overall purpose of the page. It can be daunting, but with a few essential tips and tricks, you can craft content that resonates with your readers and keeps them coming back for more.

Let’s explore five things to consider when creating content for a cybersecurity page.

1. Know Who Your Target Audience Is

You’ve probably been told time and time again that you need to know who your target audience is before you start writing. While it may seem redundant, it’s a point that’s still often overlooked — especially in an industry as diverse as cybersecurity. 

The cybersecurity industry is made up of dozens of different verticals, each with its own niche, needs, and problems. When writing content for a cybersecurity page, you need to know precisely who you’re speaking with to ensure that your message is clear and on point. The easiest way to do this is to have a clearly outlined client persona. These personas should be complete enough that you can start writing content with confidence and a sense of purpose.

2. Implementing Proper SEO Practices

If there’s written content on your page, you must implement search engine optimization (SEO) practices. SEO practices ensure that your content is seen, read, and appreciated by your target audience. 

Some of the most vital SEO practices to keep in mind when creating and sharing content are:

  • Doing proper keyword research to ensure you’re touching on relevant topics.
  • Making sure you’re optimizing visual elements with appropriate meta tags.
  • Including your keyword research results in your content.

You can create a variety of content for your cybersecurity page and have a mix of both trending and evergreen content. Trending content is timely and relevant content, often related to current events or topics in the news. 

Evergreen content remains relevant and valuable over time. It’s often related to timeless topics and is less prone to changes in popularity. For example, evergreen topics might include security best practices or how-to guides. 

Source: Hushly: 8 Steps to Get Your ABM Program Started

By incorporating both types of content into your cybersecurity page, you’ll be able to reach a wider audience and better engage with readers.

4. Writing Content for Your Readers

Focus on the needs and interests of your readers and develop content that helps them with their cybersecurity needs. Providing easy-to-understand, relevant, and helpful content will help your readers become more informed about cybersecurity and remain engaged with your page. 

To keep your audience engaged, you can create relevant content and share it in a personalized content hub. Creating a content matrix that aligns with your buyer personas and addresses relevant content pillars ensures that your content creation efforts deliver the best possible results.

5. Creating and Sharing Images and Videos

Images and videos effectively engage visitors, explain complex topics, and share important insights. Use images and videos that are relevant to the topics you’re discussing, visually appealing, and informative. Additionally, the text associated with the images should be concise, to the point, and SEO optimized so search engines can easily crawl and index them.

Create Cybersecurity Content that Converts With Hushly

To create content that reaches your target audience, consider tailoring your content to the buyer’s personas and addressing the relevant content pillars. Additionally, creating and sharing images and videos can engage visitors and explain complex topics.

Hushly offers several content solutions to help you create and share cybersecurity content that converts. From our content marketing solutions to our demand capture tools — we have you covered.

Want to see how Hushly can help you make the most of your cybersecurity content? Request your demo today.

5 Cybersecurity Marketing Tactics to Improve Your Reach

As a cybersecurity SaaS provider, you need to have an effective marketing strategy with plenty of room for experimentation to reach the right people. However, finding the perfect cybersecurity marketing tactics to improve your reach can be tricky because cybersecurity is a niche with a lot of competition.

So, before diving into tactics to help you reach new leads, let’s discuss the unique challenges you might face when marketing a cybersecurity product. 

How Do You Market a Cybersecurity Product?

When marketing a cybersecurity product, your product content should always be easy to understand and informative. It should convince your clients that your product can help protect their data and keep their networks safe.

Your approach will depend not only on what product you’re providing but also on the audience you’re trying to reach. If you’re marketing to the everyday consumer, you need to think about how you can educate them about cybersecurity’s benefits and uses using simple, jargon-free language. Some examples may include:

  • Blogs on the importance of cybersecurity
  • Explainer videos on cybersecurity threats and how to avoid them
  • Live Q&A sessions on your social media platform featuring experts in the field to answer frequently asked questions

On the other hand, if you’re marketing to a B2B audience, you likely don’t have to educate them so much on the importance of cybersecurity. Rather, you’ll have to convince them on how you can help them achieve their business goals while staying safe in today’s digital world. In this case, some examples of marketing tactics may include: 

  • In-person and virtual events that showcase your product or service in action
  • Research reports on the latest cyber threats and how to protect your business
  • Short and long-form content that educates and engages your customers

Your approach will depend on your audience, their needs, your product, and the level of awareness you want to create for your company.

5 Cybersecurity Marketing Tactics to Improve Reach and Generate More Leads

Research shows that the cybersecurity market is supposed to reach approximately $262.22 billion by the end of this year, reaching nearly $345.4 billion in the next three years. 

Source: Statista

With the right marketing tactics, your cybersecurity SaaS can stand out from the competition and reach more customers. If you’re struggling with finding cybersecurity marketing tactics that work for you, then consider these five methods to help you increase your reach and generate more leads for your cybersecurity SaaS brand:

1. Prioritize Your Content Marketing Strategy

Cybersecurity content marketing is a highly effective strategy that can help you reach a wider audience and help your brand become an authoritative source of information. Given that roughly 46% of all B2B marketers say they spend at least 50% or more of their marketing budgets on content marketing, it’s safe to say that this particular marketing tactic is highly effective and has huge potential to grow your business.

When done right, content marketing and proper SEO optimization will get your content in front of the right audience when they need it most. You can do this by producing the right content for your target audience and incorporating appropriate keywords and phrases to help search engines identify your content. 

Not quite sure where to invest your content time to get the best results? According to a collaborative research study done by the Content Marketing Institute and MarketingProfs, in the last year, B2B companies found that the most effective content marketing tactics included:

  • In-person events
  • Virtual events/webinars/online courses
  • Research reports
  • E-books/white papers

Source: Content Marketing Institute/MarketingProfs

For those in the cybersecurity industry, these formats are all excellent ways to showcase your product’s abilities while showcasing the benefits of your product to your customers and prospects.

2. Incorporate Paid Ads into Your Marketing Mix

While paid advertisements often get a bad reputation, they can be extremely effective. One study showed that approximately 75% of people say that paid search ads make it easier to find the right information, with 33% saying they click on paid search ads because it directly answers their question.

For those in the cybersecurity industry, paid ads can help get your product right in front of your target audience when they need a solution. Optimizing your paid ads ensures you get the most out of your ad spend and target the right audience. In the following paid ad, you can see how Sundog security uses paid ads to reach their target using popular keywords, including:

  • Expert IT services & support
  • Managed IT services
  • VoIP
  • Cybersecurity

Source: Google Search for “cybersecurity for small businesses.”

Backlinks are links found on other websites that point back to your site. Good-quality backlinks show search engines that your site is a credible source of information and reliable products and services.

When someone is searching for a cybersecurity product or service online, they will look for a company that has a credible online presence, proven to be trustworthy by past customers and visitors. Having backlinks to your website from reliable software review sites like G2, Capterra, or tech blogs will help build credibility and give you an edge in search engine rankings.

4. Develop a Vertical-Focused Content Strategy

Creating specific content tailored towards a certain sector allows you to reach a more targeted audience that’s more likely to be interested in your services.

When it comes to cybersecurity, different verticals may include:

  • Application security
  • Cloud security
  • Data security
  • Identity management
  • Vulnerability management
  • Web security

By creating content focused on these specific verticals, you’re showing that you understand the complexity of the industry and can speak confidently to your audience. It also shows them that you understand the nuances of their unique niches and can provide them with valuable content that will help them make informed decisions.

5. Consider Every Persona in Your Security Offerings 

The average B2B client profile is made up of six to 10 people, each with their own unique needs that need to be addressed before a sale can finally be made. Take the time to create relevant content for every persona that makes up your ideal customer profile in the decision-making process to prove your solution is ideal for them and their unique needs.

Maximize Your Cybersecurity Marketing Tactics by Taking an ABM Approach with Hushly 

One of the most effective ways to maximize your cybersecurity marketing efforts is to take an account-based marketing (ABM) approach. This strategy focuses on tailoring your marketing efforts to specific accounts and understanding the needs of each individual within that specific account. With ABM, you can create personalized content to reach each account, making your marketing efforts more effective and driving more conversions.

With Hushly’s ABM experience tools, you can get the insights you need to connect with your ideal prospects and create a personalized experience that addresses their needs and shows them that you’re the solution they’ve been searching for. 

Ready to see what Hushly’s ABM experience tools can do for you? Contact us today for your demo.  

How to Develop B2B Content Pillars or Themes

A B2B buyer who is looking for a product similar to what you’re selling needs to do research. They can’t rely just on your marketing promotions for accurate information, and you can be sure that, regardless of how strong your message is, it’s not going to be the last message they see or hear. B2B marketers have to be certain before they make deals because there’s more than just their own interests on the line.

All of this means that, when you do grab the attention of a B2B prospect, you need to make sure you’re providing value in exchange for it. Ideally, you can design content pillars or themes that funnel the prospect into a streamlined buyer journey.

To do this effectively, you’re going to need a firm understanding of what a content pillar is and how to use it. Then, we can walk you through some simple ways you can start developing content pillars of your own.

What is a B2B Content Pillar or Theme?

Think of what a pillar does in construction: It’s a connection to the ground that holds up the structure itself. Without the pillars, a structure wouldn’t have anything to stand on, so to speak.

Content pillars function similarly.

When creating content pillars, your focus should be on creating a piece of content that dives deep into the details of whatever you’re covering. This piece of content should be an authoritative, one-stop shop of information on your subject.

As your website evolves and you add more and more content, you may add additional pillars and themes along the way. As you build your content portfolio with smaller pieces that add additional details or resources to the main pillar, you should focus on interlinking all of these content pieces.

This way, you can create a network of pillars and sub-pillars that customers can journey through while in the consideration stage of the sales funnel.

Content Hubs Make Great B2B Content Pillars

Holding a customer’s attention and using it to educate them on the value you can provide is the key idea behind a content pillar.

A perfect example of this is a content hub where all of your most important marketing content is collected and displayed to potential customers.

From a content hub, customers should have access to omnichannel content they can access anywhere and anytime they please. A great content hub is a critical step toward a great buyer journey since it represents an opportunity for a customer to delve into the rabbit hole of content you’ve been developing.

Why Do Content Pillars Matter?

Content pillars have a lot of benefits for customers and your business. Here are a few:

Content Pillars Improve SEO

One of the main factors that drive your search engine rankings is authority and expertise.

Essentially, the more your page is linked to by other sources, the more authoritative Google sees it as. If everyone is using your content pillar to educate people on a certain topic, you’ll quickly climb high in the rankings.

Driving traffic to your website in this way represents a perfect opportunity to generate leads and start customers on their buyer journey.

Expansive Content Pillars Hold Buyer Attention

If your content pillar is detailed and expansive enough, it should represent a great learning experience for your customers. This isn’t just valuable but ideally entertaining and engaging as well.

If you can infuse your content pillars with relevant and contextual calls to action throughout, you’ll be able to convert the extra traffic and attention into more leads and conversions.

For tips on how to create better B2B marketing content, check out our free eBook, Efficient Growth at Scale.

Accurate Content Themes Will Help You Connect with the Right Buyers

You want to make sure that your content is reaching the right B2B buyers. That means those buyers who are not only interested in what you’re selling but ready to buy it soon.

By developing comprehensive content pillars, you can quickly inform potential buyers of your message and why it’s something their business needs.

The flip side of this is ensuring that you’re not wasting the time of buyers who aren’t interested in buying. If you did generate false leads this way, you’d also spend more time and resources educating them, only for them to eventually learn that you’re not a good fit.

Content pillars can save time for both you and the customer. This means that even the customers who don’t end up buying your products will be grateful that your detailed and specific content pillars saved them the trouble of extra research. It’s this kind of goodwill that builds relationships and may even earn you a customer in the future.

How to Come Up with Content B2B Pillars for Your Company

Here are some simple principles you can follow to create excellent content pillars:

Start with a Plan

To plan your content pillars, do each of the following:

  • Determine your pillar topic. You’ll want a clear statement of your initial topic. Remember that this is going to be your main content theme, meaning it should be on a topic your company covers extensively and knows a great deal about. It should be long enough to explain most major details to the buyer and engaging enough that they’ll want to keep consuming it.
  • Determine sub-pillars. Alongside your main content pillar should be several smaller sub-pillars that directly relate. This allows you to interlink these articles which will improve your authority and drive extra traffic via SEO.
  • Audit your existing content. If you have content on your website already, check if any of it can be used for the main content pillar or any of the sub-pillars. This will keep your content organized and contextual.

Decide Between Evergreen or Timely Pillars

An evergreen pillar will be on a subject that’s always relevant. This could be a piece of history that will remain unchanged or a fundamental principle of your business that drives your product development. These pillars are great for companies with established products that are operating in a marketplace that isn’t likely to see any technological upheaval or revolutions.

On the other hand, you may be running a business that operates on the cutting edge of technology. Say you’ve recently developed a new technology that will need explaining to potential customers. A well-designed content pillar can help you communicate your new invention to a wide audience.

Focus on Interlinking

Regardless of your content pillar topics, you must interlink all of your sub-pillars and pillars together.

This will take some planning. You must have a solid idea of which sub-pillars will relate to one another. This will make it easy to develop a buyer journey using your content pillars and sub-pillars that will allow a smooth transition between all content.

Hushly Can Help Improve Your Pillar Content

Hushly knows content marketing.

Not only do we use it extensively for our own marketing (you’re in it now!), but we also specialize in developing easy-to-use technological solutions that can help you build content pillars of your own.

For example, our dynamic content hubs can collect all of your most relevant content and display it to those buyers who are most ready to buy. We do this with a combination of targeting and personalization you won’t find with other tools online.

Let’s get started on creating your content pillars today. Request a demo of Hushly to find out more.