It used to sound futuristic, but here we are, living in the year 2025.
What should cybersecurity marketers put their focus on this year?
Four Powerful Ways to Leverage Digital Marketing in 2025
Focusing on the following categories of digital marketing in 2025 can strengthen your cybersecurity marketing strategy and help you build a competitive advantage in a crowded space. These are:
- Account-based marketing (ABM)
- Cybersecurity-enriched intent data
- Cybersecurity content marketing
- Media buying and planning with AI optimization
Account Based Marketing for Precision Targeting
ABM continues to perform as a standout marketing strategy, especially impactful for cybersecurity vendors with lengthy sales cycles and larger deal sizes. CyberTheory continues to see clients flocking to the strategy. Focusing efforts on fewer high-value accounts can deliver more ROI, and there’s added sales closing leverage when multiple stakeholders in the same account learn about your solution at the same time.
Yet even smaller companies can benefit from ABM strategies. In all cases, start with your ideal customer profile (ICP). Who are your best customers today? What attributes do they have in common? Who are the typical buyers and influencers? What do they care about?
With these insights, you’ll create an ideal ABM account profile, from which you can create a target account list and persona targets, planning content and media strategies around the key stakeholder groups.
An experienced account-based marketing agency can supercharge your efforts. Good ABM agencies have deep expertise in ABM account and persona identification, account profiling, and the types of marketing content and messaging that resonate best. They can help measure ABM campaigns and use ABM platforms and other techniques to drive results.
Intent Data: Timely Messaging Targets Later-Stage Buyers
Intent data compiles buying signals from first- and third-party sources such as search activity, browsing activity, event attendance, and content downloads to find high-velocity leads. Analyzing these signals lets you pinpoint prospects actively researching or shopping for solutions like yours.
When intent data is layered onto other lead-generation tactics, warmer leads are uncovered that are more receptive to your messaging. So it’s often worth the incremental cost.
These days, marketers have several options for intent data, including broad aggregators like Bombora, ZoomInfo, or 6Sense. CyberTheory also offers intent data services for cybersecurity and IT leads.
For more in-depth intent data programs that dovetail well with ABM programs, use ISMG’s Athena cybersecurity intent data platform. Athena is built on ISMG’s network of cybersecurity news, events, content, CISO Community, and more – a rich gold mine of InfoSec behavioral activity in one place.
Cybersecurity Content Marketing: Interactive and Audio Rising
Cybersecurity content needs to educate prospects while building trust and preference. In effect, content is your digital salesperson. And like a salesperson, it needs to be clean, easy to understand, and get to the point. Answer the question: why should I (the buyer) care about this?
The best content is unique, offers real value, and prescriptive recommendations or actionable insights. It’s important to help prospects find the answers they seek quickly and efficiently with solution-oriented material.
For example, practitioners may want technical feature comparisons, case studies showcasing your solution in a key industry or use case, or business case-building templates. CISOs and other business leaders may be best served with first-party research on important challenges, ROI calculators, expert insights on the latest compliance mandates, or maturity models. Original thought leadership content, such as primary research and expert interpretation, is a great way to stand out.
Interactive content is gaining ground and has a ‘wow’ factor that keeps users engaged and learning. Gamified video demos, scored assessments, and interactive calculators or checklists, are all excellent choices to help generate leads with higher interest before the first sales call.
Audio content, such as podcasts, are also trending higher. Audio content is fairly portable, can be listened to while driving or exercising, and if done well provides a friendly and engaging way to communicate key messages.
Media Buying and Planning: Strategic Investments in 2025
Many digital media tactics are shifting with the use of AI.
Programmatic advertising, for example, has evolving algorithms that are improving targeting and clicks by serving ads more effectively to the right audience at the right time. Paid search is also in flux as AI summaries now answer many search queries at the top of search page results.
To harness these shifts, ensure your media plan has enough budget to leverage awareness tactics like programmatic advertising, which should produce more web traffic and leads with the newer self-optimizing features. And to stay relevant in paid search results, deploy copy and content strategies that encourage AI to mention your company and solution in its summaries.
Experienced media planners can help you navigate these complexities. Even a small increase in awareness, lead generation and conversion results can more than pay for the help.
Digital Marketing Strategies for 2025 and Beyond
In 2025, digital marketing will continue to grow around the use of ABM, intent data, effective content, and evolving media buying and planning strategies.
Even if you’re a die-hard DIYer, you can gain an edge in the crowded and dynamic cybersecurity sector by leveraging CyberTheory for many digital marketing needs. Our experienced team can save you trial and error cycles and get you to your objectives faster.
Like a free consultation? Contact us to schedule one today.