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A Huge Percentage of Vendors Jumps on This Ambulance Chasing Bandwagon and I Hate It
It's okay to have a positive, crisp, and clean association with negative press. But it's best to steer clear of it altogether.
Dani Woolf
24 Mar • Read Time: 8 minutes
When’s the last time you’ve heard, ‘simple is more’? Or, ‘keep it basic’?
In cybersecurity marketing, the most effective approach is often sticking to the basics—clear, honest, and meaningful messaging.
Yet, there’s a persistent urge to overcomplicate things.
From buzzwords to ambulance-chasing tactics, many vendors try to stand out by amplifying fear rather than offering solutions.
But as Allan Alford, puts it, “It should really be a conversation with your audience.”
In this episode, I had a raw and candid discussion with Allan about what drives him, what frustrates him, and how vendors can build better relationships with security practitioners.
POLL: What’s the most challenging aspect of keeping your cybersecurity messaging simple and effective? |
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Who is Allan Alford?
Allan Alford is a CISO, technologist, and straight-shooter with over 20 years of experience in cybersecurity.
He’s the kind of CISO who’s just as likely to build a product as he is to break one, always keeping a foot in both the enterprise and customer-facing worlds.
Allan has a deep disdain for buzzwords, ambulance-chasing vendors, and unsolicited calendar invites—but he’s got a soft spot for honest conversations, well-aged whiskey, and marketing that actually makes sense.
When he's not busy keeping cyber threats at bay, Alford moonlights as a podcast host, sharing his wisdom on "The Cyber Ranch Podcast."
It's like a TED Talk, but with more cowboy hats.
Pro Tip for Connecting with Allan
Allan values authenticity and no-nonsense communication.
When reaching out, avoid buzzwords and hype.
Be direct, clear, and focused on how you can genuinely add value.
Show that you understand the challenges of cybersecurity, and he’ll appreciate your transparency.
Insights and Key Takeaways
Focus on Securing What Matters Most
Insight: The goal isn’t to “secure all the things,” but to protect what is most vulnerable and critical.
"It’s not secure all the things; it’s secure the things that the business has determined are the most vulnerable and precious. If you can collectively figure this out, create a punch list, and tackle those items first." — Allan Alford(A_Huge_Percentage_of_Ve…).
Security teams don’t aim to protect everything.
They prioritize based on what’s most vulnerable or valuable.
Marketers and sales teams should adopt a similar approach: focus on the most critical pain points of your customers rather than offering an all-encompassing solution.
Narrowing down the message to align with specific business risks will resonate more with security practitioners, who are often overwhelmed by broad, one-size-fits-all pitches.
Avoid "Ambulance Chasing" in Your Marketing
Insight: Using major security breaches as a scare tactic is ineffective and off-putting.
"Colonial Pipeline hits, and suddenly, 4,768 vendors are pitching, ‘Don’t be the next Colonial Pipeline.’ It’s the same story with SolarWinds, Equifax, etc. A huge percentage of vendors jump on this bandwagon, and I hate it."
Marketing that exploits recent breaches to generate urgency often backfires.
While it’s okay to acknowledge these events, using them as a hook makes CISOs feel like you’re taking advantage of fear.
Instead, focus on a positive message about how you address specific risks.
Demonstrating empathy for the pressures they face builds trust and fosters more meaningful conversations.
Tap into "Friendlies" to Test Your Messaging
Insight: Before launching a campaign, get feedback from trusted practitioners who understand your audience’s challenges.
"Every good cyber firm should have a CISO or practitioners to bounce ideas off before a campaign goes live. Ask, 'Does this resonate? Does it piss you off?'"
It’s easy to assume your message will land well, but it’s more effective to validate it with industry insiders first.
Leverage advisory board members, field CISOs, or friendly practitioners to provide feedback on campaigns.
This not only saves time and resources but also ensures that your messaging aligns with the actual needs and language of security professionals.
Research-Driven Decisions Start with Community Insights
Insight: Security practitioners rely heavily on peer insights and community feedback when evaluating vendors.
"I’m a member of several CISO Slack groups, and when I need a solution, I ask, 'Who’s using what?' I get two or three names, then dive deeper from there."
Word-of-mouth is crucial for security practitioners.
They rely on peer networks to inform initial evaluations before engaging with vendors.
Marketers should recognize the power of community-driven influence.
Encourage your satisfied customers to share positive experiences in trusted forums, as this can be more persuasive than traditional advertising.
Blind Calendar Invites Are a Fast Track to Frustration
Insight: Unsolicited meeting invites lead to immediate backlash and lost trust.
"The single quickest way to piss me off and blacklist you forever is a blind calendar invite. I’ll accept it just to waste your time, like you wasted mine."
Cold calendar invites are a no-go.
Instead, try a more respectful approach, like a short, personalized LinkedIn message that shows genuine knowledge of the recipient’s role or challenges.
It’s not about quick wins; it’s about building authentic relationships that start with transparency.
Be Realistic About Your Position in the Market
Insight: Marketers need to maintain a clear, honest view of where their product stands in the competitive landscape.
"Some marketers believe their own BS. It’s critical to have an honest, realistic sense of where you truly are in the market."
Overhyping a product’s capabilities or claiming to be the only solution is a surefire way to lose credibility.
Acknowledge your competitors and highlight what genuinely sets your product apart.
Security practitioners appreciate honesty and specificity—tell them exactly where you excel and where you don’t.
It makes your pitch more trustworthy and positions you as a potential partner rather than just another vendor.
Build Relationships, Not Transactions
Insight: Long-lasting relationships start with honesty about capabilities and limitations.
"I had a vendor who said, 'Here’s where we can help, and here’s where we can’t.' It was so refreshing, and we still talk today."
Practitioners remember vendors who are honest about what they can and cannot do.
This transparency sets the foundation for long-term relationships. Instead of trying to pitch a perfect solution, aim for an open conversation about mutual fit.
If your product isn’t the right fit, recommend an alternative. It builds credibility and leaves the door open for future opportunities.
Don't Overvalue the CISO as the Ultimate Decision-Maker
Insight: Directors and managers often hold more decision-making power than CISOs.
"If your message resonates with me as a CISO, I’ll still pass it to my team for evaluation. The lieutenants are the real decision-makers."
While CISOs may hold the final sign-off, the day-to-day evaluations are often handled by their direct reports.
Tailor your marketing to include the needs and pain points of these “lieutenants,” who are more likely to engage in-depth and influence the final decision.
My Final Thoughts
At the end of the day, marketing is about more than just making noise—it’s about making connections and demonstrating value.
Stay real, stay focused, and most importantly, stay grounded in what truly matters to your audience.
Security practitioners don’t want the hype; they want honesty, relevance, and solutions that fit.
Keep it simple:
Lead with value.
Stop chasing the ambulance.
Be a partner, not a peddler.
Build relationships, not just pipelines.
It’s a lot less about “being the best” and more about being useful.
Until next time,
Dani
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