The cybersecurity industry is white hot. It’s growing at a remarkable rate owing to an increase in data breaches and identity fraud, the widening security skills gap and regulatory changes like the Global Data Protection Regulation (GDPR).
Gartner predicts that global spending on information security will reach more than $124 billion in 2019, an increase of 8.7% from $114 billion in 2018.
This means there is a very crowded market of hundreds, if not thousands, of vendors and solution providers. And they are all vying for attention and claiming that they have THE product or service that every business and consumer must deploy in order for them to be more secure.
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.