The cybersecurity marketing technology world is a galaxy now
A decade ago, web site analytics and email software might have been enough for cybersecurity marketers to compete online. For example, yearly spending on just marketing automation was $100M in 2009, according to marketing automation insider. Back then, organizations focused primarily on advertising technology and websites. Now, it’s 10x that amount and a multi-billion dollar industry. And it’s not simply marketing software anymore, but an entire suite of solutions and service offerings. Information is being collected about your customers across channels, devices, and platforms. If you want to advance your relationship with the CISO and other senior security leaders, you need a well-oiled marketing machine at your disposal.
Cybersecurity marketing technology and the sales cycle evolution
These days, before your cybersecurity sales representative gets in touch with a prospect, many interactions happen online through a website, email, social media, apps, chat-bots, and other digital touchpoints. All of these interactions are capable of providing behavioral insights that can be managed by cutting edge cybersecurity marketing technology. If you have the right customer data, your sales cycle becomes shorter and your customer benefits from a more personalized experience.
Cybersecurity marketing technology is a decision-making nightmare
Making sense of and managing cybersecurity marketing technology has become a full-time role. Back in 2015, the Harvard Business Review envisioned this marketing shift and argued organizations would need to have a Chief Marketing Technologist. Martech would no longer be an IT function, they argued, but a role that would be managed directly by marketers.
Cybersecurity marketing technology costs quickly add up
The martech industry continues to grow, with more and more solutions for every single type of marketing problem. Not only are these various technology solutions becoming more expensive, but there has been little consolidation in the industry, creating the illusion that you need many different types of solutions. This is not always the case if you have used all these technologies and can discover synergies in their capabilities.
Making sense of the cybersecurity marketing technology landscape
Cybersecurity marketers come to us from both startups and mature organizations. Some are just building the foundations for their technology investment while others may be using an entire suite of tools. Some questions we often get asked are:
- Which marketing technologies does my organization really need and which are providing fringe benefits?
- How can we get the same results with less spend?
- Which marketing technologies have the best user interfaces for our marketing team to use?
- Which marketing technologies can grow with our business?
CyberTheory has extensive cybersecurity martech experience
Automation, lead management, customer data platforms and integrated CRM solutions are often the foundations of a powerful cybersecurity marketing stack. But ultimately, the technology solutions will be different for every single cybersecurity vendor. When our advisors build out a technology strategy, we begin by aligning your business processes and people with the most appropriate technology to create a future-looking roadmap that can support your business strategy. Our team of cybersecurity marketing advisors have used just about every kind of technology while designing, building, and managing marketing campaigns and can share real world insights on everything from user experience to technical issues we’ve encountered.