Customer references for your cybersecurity marketing efforts are notoriously hard to "secure." Inherent to the industry, companies are very squeamish about admitting they had a breach, or highlighting specific ways the company is protecting itself. Your IT/info sec contacts might feel it's akin to putting out a statement telling potential theives, "I protect my house with an ADT wireless system, with motion and glassbreak detectors, a video feed, as well as door contacts. Good luck!" That said, getting references is not a completely hopeless task. Here are five tips to help you increase your list of customer references for marketing.
From working with numerous cybersecurity clients over the past 15 years I've seen firsthand the challenges of marketing in this space. When it comes to security, you need to stand out, but at the same time you can't be too bold. Finding this balance and communicating to the different roles in the IT organization - from operations to security, admins to managers to executives - is what can take you from a struggling company with an innovative solution to a successful and even profitable company (if that's one of your main objectives). Here are the top cybersecurity marketing challenges and some tips to address them: