How to Get Clients for Your Cybersecurity Company

Have you ever scratched your head while asking yourself how to get clients for your cybersecurity company? Good news – you’re not alone. There’s plenty of advice when it comes to getting new customers and learning how to win security contracts, but it’s easy to get overwhelmed. If you’re feeling a little lost, this guide is for you.

How Can I Promote My Cybersecurity Company?

Promoting your cybersecurity company is all about understanding who your target audience is. Who do you want to reach? Are they businesses or individuals? 

Being able to answer questions like these can help you better understand exactly who your audience is and the most effective ways to reach them. From there, you can start crafting your message and determine which promotional tactics will be most effective. 

For example, if you’re targeting businesses, you’ll want to create content and campaigns that target decision-makers and focus on the cost savings, security benefits, and other tangible benefits of your services. 

Alternatively, if you’re targeting individual consumers, then you’ll want to focus on the personal security benefits and convenience that come with your services, and you may focus your attention on promoting your services on social media or via email. 

For the sake of this guide, we will assume that you’re targeting businesses of varying sizes that need cybersecurity services. 

How to Get Clients for Your Cybersecurity Company in 8 Steps

Getting noticed in the crowded space of cybersecurity can be challenging. However, with the right strategy, you can ensure your ideal clients notice your organization. Here are eight steps you can take to get clients for your cybersecurity company:

1. Organize Your Audience to Know Who to Target

It doesn’t matter if you’re new on the scene or have been in the industry for years. The first place you need to start when trying to get clients for your cybersecurity company is to take the time to understand your ideal client. 

What makes the cybersecurity sector so different from other industries is that there are dozens of different verticals to target, each of which has a diverse audience to appeal to. That’s why it’s crucial that you understand precisely who your ideal customer is and what they’re looking for in a security provider. You need to take the time to nail this down to avoid falling into the trap of trying to sell your services to anyone and everyone.

If you haven’t already, then now is the time to start creating targeted buyer personas. These are highly detailed profiles of who you believe your ideal customer to be. Below are a few quick steps to help you get started.

Source: Fit Small Business

2. Take an ABM Approach

Once you’ve gotten to know your audience and understand who your ideal customer is, it’s time to put this information up a notch and adopt an ABM approach. Account-based marketing is an effective marketing strategy used by companies that want to focus their marketing efforts on a specific group of people. 

This is the perfect approach for those in the cybersecurity industry because it allows you to cover multiple verticals yet keep your marketing efforts organized enough to target a specific group at a time. From there, you can further break down these groups into individual players and personalize your message to each of them.  

3. Invest in a Good CRM 

When trying to get new clients for cybersecurity companies, invest in a good CRM that will enable you to keep track of your leads, see which ones are most likely to become clients, and help you create targeted campaigns that will reach the right people at the right time.

A good CRM will allow you to segment your accounts and identify specific individuals within the accounts you should be targeting. This then lets you reach out and connect with them on a personal level. You can also use your CRM to track the success of these interactions, so you can tailor your efforts accordingly. 

4. Get Active on Social Media

After you’ve taken the time to get to know who your audience is and who the key players are, you need to further your reach and develop brand awareness by getting active on social media. Studies show that social media is among the most effective ways for businesses to connect with their customers and increase brand awareness. 

Source: Statista

When it comes down to reaching your B2B audience, platforms such as LinkedIn and Facebook prove to be the most successful platforms for B2B organic traffic. In 2022, approximately 96% of B2B marketers said that LinkedIn was their most effective channel, while 76% cited Facebook as their top channel.

5. Have a Website and Blog That’s Properly Optimized for Search Engines 

While social media is a highly effective way to promote your brand and engage with your audience, you need somewhere to send them once they’ve engaged with you. That’s where having an optimized website and blog comes into play. 

Your website is often your company’s first impression on potential clients. It provides a platform for your business to build authority and share information with your audience. However, you can have the flashiest website and still not see the desired results.

That’s where search engine optimization (SEO) is vital. There are dozens of SEO best practices out there to help ensure that you’re getting the most out of your website and blog content. Google even has a set of guidelines to help you optimize your online content to boost your search engine rankings.

6. Develop a Content Marketing Strategy

You can’t rely on SEO alone to promote your business. Content marketing is an essential part of your digital marketing strategy that involves creating and distributing content on your website, blog, social media channels, and other online properties to help you promote your business and reach your audience. 

You want to make sure your content is designed to drive people to your business and provide them with valuable information that helps them solve a problem. This could be through a blog post about securing a network or a video on preventing a cyberattack.

7. Monitor Your Marketing Metrics 

Of course, you don’t want to put out content for the sake of it. You want to attract the right audience and convert them into paying customers. To do this, you must pay careful attention to your marketing metrics. 

From content engagement metrics to B2B conversion metrics, you can use several different metrics to evaluate the success of your marketing campaigns. You must carefully define what “success” means and then use the corresponding metrics to determine how well your marketing efforts perform.

8. Adjust Your Marketing Strategy As Needed

Once you’ve outlined which marketing metrics you’ll use to evaluate the success of your campaigns, it’s time to review the data you’ve collected and determine whether you need to adjust your marketing strategy or if you’re on the right path. 

Understand that no strategy will be successful 100% of the time. As your business grows and your audience’s needs change (and they will), you’ll need to adjust your marketing strategy accordingly. If you don’t, you’re showing your audience that you’re a one-trick pony, and they’ll quickly find another business to purchase their software from. 

Let Hushly’s Account Based Experience Tools Help You Get More Clients for Your Cybersecurity Company

It can be hard to know where to start if you’re still new to the account-based marketing (ABM) game. Here at Hushly, we help companies like yours create account-based experiences that target specific accounts and help you create targeted, personalized content and campaigns that will help you win more cybersecurity contracts.

Curious how Hushly can help you create better account-based experiences? Schedule a demo with us today.

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.