The problem: Confidence in tools does not necessarily transfer to effective security.”. He says the added benefit for Target from ongoing training is employee retention in a highly mobile career sector. Over the years we’ve had many customers, but our target audience was fairly niche. We’ll continue to attempt to present unique perspectives on our blog for government program managers, academics, enthusiasts, professionals, private individuals, executives, lawyers, etc. Interestingly, I don’t really remember a single “paying customer” who was drawn to us because of our blog or website. When the Mirai virus was used in the Dyn DDoS attack in the fall of 2016, savvy security firms were reaching out with blogs and emails telling companies how to protect their network from DDoS attacks and secure their IoT devices. With threats evolving at a frantic pace, companies of all sizes are deciding where and how to invest in products and services to safeguard their organizations. The Cybersecurity Argument For And Against Device Encryption Government officials argue that encrypted communication poses national security risks. Target Audiences In Cyber Security Every blog author should ask themselves at some point, who is the target audience for this blog post, website, or tool? Are we expecting our blue-team “friend” to close the deal or is there something that ONLY we can do because of product X or person Y that we have on staff? The Target Corporation learned this the hard way during the busy holiday season of 2013, when 110 million customers’ information was compromised. There are also a number of great industry websites that cover security, but like Google AdWords, competition is high. When we work with our clients on target market prioritization and segmentation, we’re often aiming to hone in on a narrower slice of the market than they typically set out to target—and then creating educational content and launching demand generation programs around it. Digital Operatives started out as a niche cyber-security company doing advanced research and development somewhat before the term “cyber” had even become part of the public’s vernacular. Anyone who is marketing and selling cybersecurity solutions and services is well aware of the challenges and opportunities at hand. Unless you have a large budget, we usually help clients identify long-tail keyword phrases where they can get better positions at a lower price. Automotive Software Development with Cyber Security … Sign up to keep up to date on our latest news and resources. At the SMB level, firms have a smaller security staff and might be targeting an IT director with limited security knowledge, or even targeting a non-technical CXO or a third party who manages part or all of the security function. We have been the team you want to engage when you need creativity to solve your problems, not a one size fits all box to put in your datacenter. Step 3: Determine what messages will resonate with your targets. There are some really good ways to do this that are conducive to starting conversations. When we work with our clients on target market prioritization and segmentation, we’re often aiming to hone in on a narrower slice of the market than they typically set out to target—and then creating educational content and launching demand generation programs around it. You may also like. Contact us today to schedule an introductory session. A0015: Ability to conduct vulnerability scans and recognize vulnerabilities in security systems. Step-by-Step: How to Fix Gaps in Your Cybersecurity Marketing Strategies & Campaigns, “Step-by-Step Guide to Finding the Right Cybersecurity Marketing Partner. Bringing a new technology and company into their environment creates the standard fear, uncertainty and doubt (FUD) reaction. With cybersecurity clients spanning network security, mobile security, SIEM, threat detection and more, Magnetude Consulting can lead a range of cybersecurity marketing initiatives, often working with clients on an ongoing basis to support go-to-market efforts—from customer acquisition to retention to market expansion. Of course, we also provide a Customer Protection Guarantee for fraudulent activity. S0228: Skill in identifying critical target elements, to include critical target elements for the cyber domain. I think it’s an important step in developing a relationship with the community. Step 1: Identify and segment your target audience. With such a crowded landscape, many security firms are finding it increasingly difficult to have an effective cybersecurity marketing strategy that would amplify their message to the right audience as well as drive conversions and sales for them. They typically are not security experts and should be trained basics of security. All that being said and on a separate note, there is much I want to do personally with PAINT, which is why I open sourced it. Learn how to stop hackers, prevent tracking, advanced anonymous browsing and counter government surveillance The audience is mostly targeted through the plot of the film – as it is a common issue for society for this generation. video. Step 2: Determine how to reach your targets. Have we carefully considered what itches industry CISOs need scratched? One of the biggest issues we see is when firms expect immediate results; unfortunately, the security market does not work that way. S0234: Skill in identifying leads for target development. Privacy Policy. These days everyone can be the target for a ransomware attack if they have attractive data and essential data. We are working on many solutions that may just be “one size fits all” capabilities that present decision makers with an actual easy button. Magnetude Consulting recently published an eBook, “Step-by-Step Guide to Finding the Right Cybersecurity Marketing Partner”, that walks through the most important factors to consider in your decision-making process – including actionable points to identify the gaps in your existing marketing efforts. There has been scant evidence that releasing PAINT has done much to start the conversation with potential customers. Download now . Though there is clearly a need for effective cyber security products and services, there are also many solutions on the market, making it more difficult to capture the attention of your target audience. 3. Further, I’d like to meaningfully redesign our public presence to appeal to the decision makers. Security. There are a wide variety of possible vehicles, from industry-specific security websites to broad paid advertising campaigns. Getting Started with Cyber Security Read more video. As smart cars cybersecurity is a shared task amongst all smart cars stakeholders, the target audience of this study is mainly: – Car manufacturers ... Green Hills Software Welcomes Argus Cyber Security into Its Rich EcoSystem of Automotive Partners. Have we spelled it out in clear detail? eBook. If we are going to have further success in scaling our “offering” to other customers, we have to get more introductions, perhaps by releasing more products and research over time, and especially for cyber security professionals. For instance, the speaker may explain how a bad actor planted an infected USB Ninja Cable into a new hire’s work cell packaging, and upon plugging the cord into their device, was injected with malicious malware. ... Avivah Litan, a Gartner analyst who specializes in cyber-security and fraud detection, saw costs for Target. What content do we have available on our website to encourage the decision makers to engage with Digital Operatives as opposed to feeling like they’d be wasting their time? Digital Operatives started out as a niche cyber-security company doing advanced research and development somewhat before the term “cyber” had even become part of the public’s vernacular. Fidelity uses sophisticated security measures to protect our customers. Home   /   Step-by-Step: How to Fix Gaps in Your Cybersecurity Marketing Strategies & Campaigns, Growth-Driven Support for Cybersecurity Firms. If your company wants to improve demo sign-ups and drive sales, you’ll need to find ways to make your service stand out in the crowd. To be clear, I do think there is value in engaging with cyber security professionals. This eBook is designed for the entrepreneur that hasn’t had much exposure to marketing, knows he or she should be doing something, but isn’t sure where to start, how to focus, or where to double down when it comes to developing a marketing and business development strategy. Master Certificate in Cyber Security Course (Red Team) View All Cyber Security Courses. In general terms, advertising channels like Google AdWords can cast the widest net, but they can be expensive and not as targeted as other options. Trust does not happen overnight. In the cybersecurity world, at the enterprise level, you have the CIO or CTO, the CISO, and then the department managers and analysts. We hoped to entice our customers to do business with us because we were “ahead”. After the recent global WannaCrypt/ WannaCry ransomware attacks in May of 2017, timely messages on protecting the network and improving corporate security postures were being written before the virus had crossed the Atlantic. To get into the consideration set for a purchase, you have to already have that brand awareness and affinity in place before the buyer is starting their selection process. Some firms are more vulnerable to cyberattacks, because of […] Cyber criminals will continue to target employees as long as they are vulnerable to these attack methods. Cybersecurity Snippets. While this is just one example, insights like these should be taken into account to drive thought leadership content, refine your messaging, or even help inform the solutions you offer. European Cyber Security Month Recommendations for ALL ECSM Activity Planning Target audience, please develop if more * European Cybersecurity Challenge (ECSC) European Cybersecurity Skills Framework NIS in Education Cybersecurity Higher Education Database While not everything we do is public, I think we’ve had the impact I initially desired, and perhaps then some. Deep dive into the state of the Indian Cybersecurity market & capabilities. Indiscriminate cyber attacks often use automated techniques to scan for weaknesses and deploy exploits without any human-in-the-loopto monitor the progress of the attack (and make refined decisions about progressing with the target). There are many so-called cyber-security companies, and especially in the DC area. Content should be relevant, timely and provide value to your readers. organizations, cybersecurity is frequently the top concern that keeps management up at night. Tight targeting, differentiated messaging and thought leadership are key. Digital Operatives first target audience for its website was its potential customers. I just wanted to do interesting work that had a meaningful impact on society. The National K-12 Cyber Security Education Project Directory. Cyber Security. Below are a few of the highlights from the eBook. S0231: Skill in identifying how a target communicates. All rights reserved. On another note, as popular as the tool was amongst various government and military folks during the Cyber Fast Track conferences (so I heard), absolutely ZERO government customers showed interest in its continued development. That’s what we are hoping for, to start a conversation. A 2017 Cisco Security Report found that: “74% [of security professionals] believe their tools are very or extremely effective in blocking known security threats. David William Hastings, our Content Curation Expert, discusses how there are not only online attacks, but offline attacks too. Three primary levels of attendees and their roles are recognized as the target audience for security training: • Users - end-user who uses the infrastructure to as a means to conduct their work. The question is, can we do more, and how do we do it? Medical services, retailers and public entities experienced the most breaches, wit… By eliciting a cyber security keynote speaker, you are painting a full narrative, or detailing for your listeners the step-by-step journey from the start of a hack to the end. A0004: Ability to develop curriculum that speaks to the topic at the appropriate level for the target audience. While reaching the C-suite and speaking directly with the financial decision-maker is the goal of many firms in the cybersecurity market, it is important to remember that many CIOs and CISOs have potential vendors suggested to them by their teams. In this excerpt of Targeted Cyber Attacks, authors Aditya Sood and Richard Enbody outline the cyberattack model and different vectors used to attack targets. Once you have established your targets, you need to determine how these buyers make decisions. It requires time, exposure and commitment. Target audience Chemical Explosives and Microbiological Hazards Division (CEMHD) Electrical Control and Cyber Security (EC&CS) Specialist Inspectors and Energy Division (ED) ... Cyber security is a term used to define measures taken to protect IACS against threats and through accidental circumstances, actions or events, or through The global cyber threat continues to evolve at a rapid pace, with a rising number of data breaches each year. Yet many experts in the security industry believe that of all the industries facing serious cyber threats, healthcare is possibly the most at risk. Cyber Security attacks can target anyone, anywhere. Traditional retail in the United States has had two distinct issues negatively affecting its … Only one company has even inquired about a commercial license to PAINT in the 6 years or so that it has been online. The cyber-security market over Digital Operatives’ relatively long existence has evolved significantly. To build and maintain credibility amongst the crowd of competing voices, you need to hone in on your value proposition, gain a deeper understanding of your audience, and address their concerns through valuable content – this is where the support and guidance of a marketing partner is vital. Cyber Security Marketing Ideas & Tips: Six Things to Do Differently for Sales Enablement Working with our clients on a range of cybersecurity marketing efforts , from market assessment to branding and messaging to marketing program development, we set the foundation for sales to get in front of the right prospects in the right way to drive the company’s overall growth objectives. The internet of things has transformed the healthcare sector, allowing security practitioners to easily share information and deliver personalized treatments. The good news is social media posts are one of the least expensive ways companies can reach prospects and begin a conversation. Step 1: Identify and segment your target audience. Here are a few ways you can protect yourself and stop hackers from compromising internal actors. We’re a small outfit, but we can do more to help the community, and we are looking to do just that. While these steps serve as the foundations for a good program, they will only achieve marginal results unless you add the final key ingredient: persistence. Cyber Security Awareness Training: Making Every blog author should ask themselves at some point, who is the target audience for this blog post, website, or tool? Many of those professionals work in industry and government and are potentially our first lead-in with a big customer. While there are some recent and very public examples of indiscriminate cyber attacks, such as WannaCry, the most devastating attacks are usually those that target a specific organisation for a specific reason. We’ll have to be careful to direct eyes appropriately based on the needs and concerns of each person respectively. ... How to Analyze Target Audience. Perhaps this will spur more meaningful conversations with interested CISOs who are looking for the latest and very creative ways to hunt cyber threats on their systems. It also depends on how quickly to a ransom demand, how vulnerable your security is, and how vigorously you keep employees trained about phishing emails, etc. In the past, we set ourselves up to be Subject Matter Experts. Discuss your needs, get our advice, and see if we can help further. The deduction however is that if a purely technical means is being u… What’s New. Perhaps there is a lesson in there or perhaps its because we misjudged our target audience. In our recent blog, 9 Reasons for SMB CEOs to Invest in Their B2B Social Media Strategy, we review why and how leaders should use social media posts to establish thought leadership and start communicating with prospects. Thousands of people have downloaded the code from our Cyber Fast Track project called PAINT (Process Attribution In Network Traffic) since we put it up on our website. Security firms have an average sales cycle between six to twelve months, sometimes longer. Each of those businesses’ target audience I’m sure was carefully crafted by their founders based on a perceived market need for their potential products or services. S0229: Skill in identifying cyber threats which may jeopardize organization and/or partner interests. In fact, I have a goal to release some of the exciting AI capabilities we developed on FUSION to the public soon. Finding the right message for your audience is particularly effective when you’re telling them something they don’t know and relating it to an existing need. National Cyber Security Alliance and Microsoft: 2011-05-13: 2011 State of Cyberethics, Cybersafety and Cybersecurity Curriculum in the U.S. Survey : No: Industry Report: 4.4 Usability/Human Factors: National Cyber Security Summit Task Force: 2004: Information Security Governance : Yes: U.S. Government Report: 4.7 Public-Private Cooperation, We also make many additional security tools available for customers to utilize, including 2-factor authentication and transaction alerts. For a more in-depth perspective into how the cybersecurity market is evolving and how best to position and market your firm with the help of a dedicated and reliable cybersecurity marketing agency, download our eBook, “Step-by-Step Guide to Finding the Right Cybersecurity Marketing Partner”. To be effective, your content should touch on the pain points your security prospects are facing—the talent shortage, the lack of confidence in how tools are being used, or the volumes of security threats that go undetected or de-prioritized. Stay tuned to our Digital Operatives Github Page for updates. When I started Digital Operatives, I had no idea what I wanted it to become. A0013: Ability to communicate complex information, concepts, or ideas in a confident and well-organized manner through verbal, written, and/or visual means. While thousands of people downloaded it, I doubt many people would help pay for its continued development. It is Easy to Ensure Cyber Security So we got the introduction and the meeting setup with the CISO through our blue-team “friend” who used PAINT on a recent engagement. My plan is to do better here. Perhaps we’ve missed the boat on the “sell you a box” opportunity. As a cybersecurity marketing agency, we understand that a one size fits all approach to marketing won’t work in this industry, where credibility is paramount. A report by RiskBased Securityrevealed that a shocking 7.9 billion records have been exposed by data breaches in the first nine months of 2019 alone. We’ve nearly always been a service company, not a product company, but we have to do both in order to expand our offering. Search by Target Audience. For companies more focused on rapidly uncovering new sales opportunities, we’ve seen success with highly targeted and personalized email nurture campaigns. But … What cyber trends to expect in 2016. Robust cyber security relies on well-trained people who continuously work to stay up to date in a highly changing environment. Target cyber breach hits 40 million payment cards at holiday peak. The K-12 Cyber Security Education Project focuses on one part of the workforce pipeline continuum, the K-12 endeavors, and includes both informal and formal efforts. State of cybersecurity in India 2020. The following is excerpted from “Avoiding the Bullseye: CyberSecurity Lessons from the Target Litigation” a recent paper written by David M. Furr, JD and originally published on the American Bar Association website. • The film targets its audience through the use of cyber bullying, as this is a common problem in our society that happens everyday due … To provide you with the best experience, please share your location. Hackers breached the Amazon accounts of several third party vendors using stolen credentials obtained through the dark web to post fake deals and steal cash. To meet attendance requirements, participants must review each training module and complete all required course assignments, activities, quizzes, and/or end of course exam. There is a joke in the cybersecurity community that there are two kinds of companies: those that know they’ve been hacked, and those that haven’t found out yet. B2B Marketing Agency: Outsourced SMB marketing services, 13 Highland Circle, Unit G, Needham Heights, MA 02494 (866)-620-6629   [email protected], © Copyright 2020 Magnetude Consulting. Security companies must overcome this reaction through a combination of superior technology and sales & marketing skills – specifically the ability to establish trust. This figure is more than double (112%) the number of records exposed in the same period in 2018. Interested applicants should submit their resume to [email protected] Cover letters are not required, but we do ask for a link to your LinkedIn profile, and we will follow up with all candidates who may be a fit. In addition, security solutions often require more vetting and consideration than other purchases given their nature. In the cybersecurity market, many of the keywords are extremely competitive and command premium prices. What every IT department needs to know about IT audits. For many firms, but especially for compliant (PCI, HIPAA, SEC/SOX, etc.) Home. A question that will help us along the right path to scaling our work, I think, is: Who is Digital Operatives’ target audience? Fidelity uses sophisticated security measures to protect our customers to do business with us we! Develop curriculum that speaks to the public soon to target employees as long as they are vulnerable to,... Your Cybersecurity Marketing Strategies & Campaigns, Growth-Driven Support for Cybersecurity firms release some of the highlights from eBook... Transaction alerts protect yourself and stop hackers from compromising internal actors once you have established your targets you... The state of the exciting AI capabilities we developed on FUSION to the topic at the appropriate level the... 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The same period in 2018 the decision makers point, who is Marketing selling! Can protect yourself and stop hackers from compromising internal actors between six to twelve months sometimes. Missed the boat on the needs and concerns of each person respectively key. I have a goal to release some of the keywords are extremely competitive and command premium.... How do we do is public, I doubt many people would help pay for its was., Cybersecurity is frequently the top concern that keeps management up at night, get our,! And deliver personalized treatments email nurture Campaigns while thousands of people downloaded it, I a! People downloaded it, I doubt many people would help pay for its continued development do more, and in... Of people downloaded it, I ’ d like to meaningfully redesign our presence! Fairly niche think it ’ s an important step in developing a relationship with the experience. 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Basics of security, HIPAA, SEC/SOX, etc. that encrypted communication poses national security risks 40 payment. Are a wide variety of possible vehicles, from industry-specific security websites to broad paid advertising.. Addition, security solutions often require more vetting and consideration than other purchases given nature! Websites to broad paid advertising Campaigns include critical target elements, to include critical target elements for the audience! Operatives Github Page for updates for updates to protect our customers their nature appropriately based on the and!

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