The question is: how do you cut through the noise? First things first. Be honest. Why should anyone care about what your business has to offer? Are you really leading?
Prove it. What really sets you apart from the rest? Find your sweet spot. Which target market are you good at selling to? Is it retailers? Financial Services? Manufacturers? Connected car drivers? Or maybe it is students? Who are your experts? Put forward people with credible security expertise to be the public face of the company.
Forget using your marketing or sales person – think security analysts or c-level executives. Consider a female or young IT professional too. What subjects are they experts in? And, importantly, will the media like them? Your experts need to have a personality.
Focus on the benefits, not the features of your product. You need to be able to demonstrate how your solutions can solve the problems that potential customers are experiencing.