Cybersecurity Marketing Funnel: The Tactical Playbook
2017 was another record year for cybersecurity incidents, with companies, such as Verizon, Equifax, and Netflix dominating the headlines. According to the latest Cyber Incident & Breach Trends Report released by the Online Trust Alliance, the incidents targeting businesses nearly doubled from 82,000 in 2016 to 159,700 in 2017.
With online security and data protection becoming a top-of-agenda issue for businesses, governments, and individuals alike, the market for cybersecurity products and services is booming. Cybersecurity Ventures predicts global spending on cybersecurity products and services will exceed $1 trillion cumulatively over the next five years, from 2017 to 2021.
The huge market opportunity has spawned hundreds of new entrants into the cybersecurity space looking to carve out their place alongside the incumbents.
With the cybersecurity market becoming very crowded, the challenge for all companies is to find ways to stand out and win the hearts and minds of clients and consumers.
Trying to out-feature or underprice the competition doesn’t drive growth. Companies need to become agile and creative in their marketing approaches experimenting with strategies, tactics, and channels to create their growth playbook.
To help you draw inspiration for your marketing efforts, we’ve compiled the most effective strategies and tactics used by the leading B2B and B2C cybersecurity companies at each stage of the marketing funnel.
Cybersecurity Marketing Funnel