Cyber security lead generation is a niche B2B market with its own rules meaning not every single marketing tactic in the hat is going to work for the market.
However, by understanding the target customers, there are plenty of opportunities for marketers to leverage the unique quirks in the market.
In this article, we explore how firms can look for new cyber security leads and convert them to use their solutions.
Cyber Security is a Growing Need
According to a recent report, there are, on average, 2,244 attacks a day. This is a harrowing statistic, but this also means that there are always plenty of prospects and customers that are still untapped.
Vendors who transact with sensitive information, companies who have to deal with highly sensitive data, ecommerce spaces, and the surge of companies who have recently digitized are all in need of good solutions.
Cybersecurity is a highly specific need that appeals to a particular subset of people in an organization. This could include positions such as the IT officers and often include the top brass in an organization.
On top of this, each organization has different needs and levels of knowledge when it comes to the subject. What’s challenging is that there is also a chance that some companies aren’t even aware of threats that they are facing, making the need for highly specific targeting.
The way to target prospects of this caliber is to narrow down and target highly specific people in organizations, and this won’t happen overnight. This is where ABM has been touted as one of the tools that marketers use to great effect.
Targeting DMUs (decision-making units) is more effective with the use of account-based marketing. This means applying the following:
- Identifying target and ideal customers
- Segmenting them into groups with highly-similar demographics
- Creating powerful personalized messages that resonate with them
- Starting real conversations with the DMUs
- Personalized lead nurturing
- Running A/B tests and tweaking campaigns.
Markets to Look At
As the need for secure networks and safer environments online grow, there is a growing base of potential cybersecurity clients. There remains to be a large opportunity for firms to increase their market base.
A good starting base includes:
- Educational and research facilities
- Medical centres
- Existing cybersecurity users who require more innovative solutions
- Firms that are digitizing
- Private clients who require better security
Other methods of building a client base are through:
- Asking for referrals (or incentivizing referrals) from old and new customers.
- Launching webinars or digital product launches
- Networking with local businesses who might require digital security solutions
- Getting writers and editors to talk about your services through partnerships and paid campaigns.
Educational Content Marketing Helps
Cybersecurity is a highly technical field with potential prospects doing heavy research before they understand threats and buy into a solution.
This is why releasing white papers, case studies, and even infographics can benefit a marketing campaign significantly.
Educational content marketing forms the backbone of a passive lead generation strategy, especially for industries such as cybersecurity. Potential customers are on the lookout for answers before they look for firms who can provide the solution, so there is a need for cybersecurity firms to provide both.
Firms should understand that a significant amount of the buyer’s journey is already completed before they even reach out.
Free Audits Can Help
A lot of businesses use the free quote or free consultation method of marketing because it offers a service for no additional cost to the prospect. It helps build rapport because a firm is offering added value with no expectation from the customer.
More importantly, there is a high likelihood that the customer will choose a solution from the firm that quoted first.
Consultation sessions offer a wide variety of manoeuvring space for a cybersecurity marketer to discuss issues, build initial relationships, and qualify the prospect.
A cybersecurity firm that is in a position to offer free audits or consultation sessions should increase the exposure of these offers. They’re great for attracting new clients, and they establish a firm’s stance as an industry leader that is willing to give out value for free.
Outsource Your Lead Generation to a Specialist
One of the surefire ways to get new leads is to outsource your lead generation to a third-party.
The reason that this is growing in popularity is that it frees up valuable resources and allows cybersecurity companies to specialize in building products and services while leaving lead gen to specialists.
This is highly beneficial for tech startups who can’t afford to hire new marketing staff or companies who are facing a plateau in their growth.
Lead generation specialists may also offer other campaigns such as telemarketing and social media management to make sure that firms have a wider reach.
Cyber security will always be a pressing need for many firms as we progress into a more digitized future. This is why it’s critical for companies to start building their customer base as early as possible. Jumpstart your lead generation strategy and start getting appointments today!