Marketing is a Customer Experience Function - Be An Active Listener

Insights and Key Takeaways

Cybersecurity Buyers Are Uniquely Skeptical and Cynical

Cybersecurity buyers, especially CISOs, are generally more skeptical and cynical than buyers in other industries.

Their high-stress roles expose them to constant threats, making them wary of exaggerated claims and fear-based tactics.

This skepticism is deeply rooted in their need to be cautious and critical in assessing risk.

So What?

Marketers must understand this skepticism and reframe their approach.

Fear-based campaigns, buzzword-heavy language, and aggressive sales tactics do more harm than good.

Instead, marketers should prioritize empathy, clear communication, and authentic engagement.

Establishing trust should be the primary goal, not just pitching products.

Traditional Marketing Tactics Don't Work with Cybersecurity Audiences

Many demand-generation tactics that succeed in other tech sectors fall flat in cybersecurity.

Cybersecurity buyers are harder to reach, more difficult to engage, and less likely to be swayed by flashy campaigns.

So What?

Marketing teams should revisit strategies that work elsewhere and re-evaluate their relevance in cybersecurity.

Tactics that rely on urgency or sensationalism often backfire, while campaigns that emphasize real solutions, peer validation, and straightforward messaging are more likely to resonate.

The Power of Co-Creation with Influential Buyers

Co-creating content with influential cybersecurity practitioners, especially those with polarizing opinions, is a proven tactic for building credibility and trust.

These collaborations can take the form of content, events, or even product development.

So What?

This strategy leverages the credibility of industry influencers and builds trust more effectively than traditional marketing.

It’s not just about producing content; it’s about involving influential voices in creating value for the community, establishing thought leadership, and sparking meaningful dialogue.

Active Listening is the Foundation of Customer-First Marketing

Effective marketing starts with active listening.

This involves truly hearing the buyer’s needs, challenges, and motivations and consistently incorporating their feedback into marketing strategies.

It’s a continuous process that requires marketers to stay curious, adapt to changing dynamics, and keep asking the right questions.

So What?

Marketing teams must build a culture of active listening, making it an ongoing practice rather than a one-time exercise.

This approach not only informs better messaging and content but also enables marketers to stay aligned with the evolving needs of their audience, leading to stronger relationships and higher conversion rates.

The Industry Needs to Prioritize 'Mission Over Money'

The most successful cybersecurity marketers adopt a mission-driven approach.

They focus on genuinely solving buyer problems rather than just pushing for sales.

This mission-centric mindset resonates with cybersecurity professionals, who are more likely to engage with vendors who share their dedication to improving security outcomes.

So What?

Marketing and sales teams should align their efforts with a mission-driven ethos, demonstrating a genuine commitment to solving industry challenges.

This mindset not only fosters trust but also enhances brand credibility and drives stronger word-of-mouth referrals.

Concise, Clear Communication is Key

Cybersecurity buyers value clarity and straightforwardness.

They are inundated with messages daily, making clear communication essential to cutting through the noise.

Overly complex messaging, technical jargon, or overused buzzwords are more likely to repel than attract.

So What?

Marketers need to focus on clarity in both content and messaging.

Simplifying the language and providing concise, direct information increases the chances of engagement.

Messaging should be precise, problem-focused, and avoid unnecessary jargon or hype.

Avoid Buzzwords and Over-Hyped Claims

Buzzwords and over-hyped claims not only fail to engage but actively frustrate cybersecurity buyers.

This overuse of jargon is especially prevalent among larger players who can afford to be vague.

Smaller players, however, cannot afford this mistake and must focus on substance.

So What?

Buzzword-heavy marketing not only fails to differentiate a brand but also damages credibility.

Marketers should focus on clear, practical language that accurately describes the problem and solution.

By emphasizing real value and practical outcomes, vendors can foster better engagement.

CISOs Value Learning and Constructive Feedback

Despite their skepticism, CISOs and other cybersecurity professionals are eager to learn and are open to both giving and receiving constructive feedback.

This creates a unique opportunity for vendors to engage through honest dialogue and continuous learning.

So What?

Marketers should foster a culture of continuous learning and open feedback with cybersecurity buyers.

Engaging them in conversations about real challenges, solutions, and outcomes, rather than sales pitches, can help establish long-term relationships.

This openness also benefits customer retention, as existing customers feel heard and valued.

Customer Experience is the New Marketing

Dani believes that marketing should be viewed as a function of customer experience, not just a tool for lead generation.

This broader approach involves nurturing relationships at every stage of the customer lifecycle, from acquisition to retention and expansion.

So What?

Marketing teams need to adopt a holistic view of the customer journey, focusing not just on acquisition but on retention and expansion as well.

This shift encourages marketers to prioritize long-term engagement, fostering loyalty and maximizing customer lifetime value.

Existing Customers Are as Important, If Not More, as New Prospects

There is incredible importance in treating existing customers as key assets, not just potential upsell opportunities.

Often, companies overlook existing customers in favor of chasing new prospects, but the most successful strategies focus on maximizing relationships with current buyers.

So What?

Marketing teams should place equal (or greater) emphasis on engaging and nurturing existing customers.

Understanding their needs, providing ongoing support, and creating community-driven content can lead to higher retention rates and stronger brand advocacy.

The Need for Creative, Hybrid Event Strategies

With the rise of digital engagement, I predict a growing trend towards more creative hybrid events that blend physical and digital experiences.

These innovative formats could offer new ways to engage buyers, maintain interest, and provide ongoing value.

So What?

Marketing teams should explore new ways to combine in-person and digital elements at events.

This could include live streaming, digital networking lounges, or on-demand content that extends the event’s impact.

These creative approaches can attract a broader audience and keep the conversation going long after the event.

My Final Thoughts

The marketing playbook for cybersecurity has to be rewritten.

It’s not just about pitching products anymore—it's about genuinely serving the people who protect our data and systems every day.

If we want to be heard, we need to listen. If we want trust, we need to be trustworthy.

The industry is evolving, and so should we.

The time has come to move from marketing-as-usual to marketing-as-customer-experience.

Until next time,
Dani