Cybersecurity companies have unique needs when it comes to planning and executing a go-to-market strategy. Translating highly technical product and service feature sets into targeted and value driven marketing campaigns that speak to non-technical prospective customers is only the first hurdle to overcome. They also have to ensure campaign execution is aligned with the capabilities of their marketing and sales technology stack, the resources/staff required for execution, and the proper performance metrics and forecasting model to evaluate campaign ROI. All of this has to be done by small, fledgling teams, who do not necessarily have prior industry go-to-market experience or even direct competitors to emulate.
In this session, Ryan Foster shares the lessons RFDM has learned from successfully assisting several cybersecurity companies take their products and services to market.
- Product Marketing Strategy: Our product works, but is it ready to face the test of customer and reviewer scrutiny? What marketing channels (i.e. paid advertising, social, content, affiliate, partners) should we prioritize?
- Value Proposition Strategy: Our product fills a definite need, but how do we translate complex technical language into sellable marketing language and collateral such as blog posts, social media campaigns, whitepapers, and webinars?
- Target Audience Strategy: Are we clear on who our target audience/ideal customer profile (ICP) is? How do we fill our pipeline with warm leads from this audience?
- Execution Checklist: Does our company have the right inputs to execute our strategy and evaluate performance
a. Marketing and Sales Technology Stack: do we have the right mix of tools and technologies?
b. Resources: do we have the right mix of people and experience levels to execute?
c. Proper Forecasting & Performance Metrics: have we set achievable goals, evaluation methods, and forecasts for growth?
View the second video in the Cybersecurity GTM Strategy Webinar Series here.
Read Our Cybersecurity SaaS Marketing Articles
While product marketing has some core components across all industries, there are 3 specifics to consider when marketing a product in the SaaS space: pricing, product, and channel strategy.
If you’re a cyber or infosecurity SaaS company, we suggest thinking through your value proposition by taking both a proactive risk management approach as well as an ROI-based approach.
When it comes to target audience strategy for cybersecurity and infosec SaaS companies in particular, you should focus on 3 things: role-based messaging, industry-based insight, and strategic prospecting.