Book Summary: Overcoming Marketing Challenges in Cybersecurity
Season: 2 | Episode: 35
Published: September 29, 2025
By: Byer Co
This episode summarizes an ebook titled "Overcoming Marketing Challenges in Cybersecurity," addresses the unique difficulties faced by companies in the cybersecurity industry when trying to market their products and services effectively. The author, Jeff Byer, identifies several key pain points, such as simplifying complex technical messaging, managing long sales cycles, and building trust in a crowded market. The article offers actionable solutions for each of these challenges, suggesting strategies like using visual storytelling, employing account-based marketing, and leveraging customer testimonials. Ultimately, the piece serves as an overview and promotional tool for a free eBook designed to provide more in-depth, research-backed solutions for cybersecurity marketers.
Link: Book Summary: Overcoming Marketing Challenges in Cybersecurity
Keywords: Marketing,SEO,cybersecurity,digital marketing,web design
Episode Transcript
00:00:00 - 00:00:08
Welcome back to Digital Rage. This is episode 35. I'm Jeff the producer here at Byer
00:00:08 - 00:00:13
Company. Today is part 10 of our Cybersecurity Marketing Series. We take our executive
00:00:13 - 00:00:21
summary of my book and give it to Gemini to summarize the whole thing. So this should
00:00:21 - 00:00:26
give you a great primer for what's in the book. If you want the book, please go to jbyer.com
00:00:26 - 00:00:33
Let's go. Alright, let's dive in. Today we're looking at something pretty complex but totally
00:00:33 - 00:00:41
crucial. Cybersecurity. Specifically the marketing side. Why is it so uniquely tricky for these
00:00:41 - 00:00:46
companies to get their message out there? It really is a different beast. We're digging
00:00:46 - 00:00:51
into an article by Jeff Byer. Cybersecurity marketing challenges and solutions are planned
00:00:51 - 00:00:56
for this deep dive. Pull out the core ideas. Figure out why marketing this stuff is so different
00:00:56 - 00:01:02
from, say, selling phones or even regular business software. And importantly what Byer suggests
00:01:02 - 00:01:06
companies can actually do about these challenges. Yeah, the practical side. Byer sets the stage
00:01:06 - 00:01:12
well. He points out the cybersecurity market is just incredibly fast. Threats change.
00:01:12 - 00:01:16
Tech shifts almost constantly. Right. So you're marketing against a backdrop that's always
00:01:16 - 00:01:21
moving. Exactly. That alone makes it tough. You're aiming at a moving target. Totally. And
00:01:21 - 00:01:24
the article gets right into the specific pain points. The first one. It's all about the language
00:01:24 - 00:01:29
they use. Oh, definitely. The jargon byer highlights this straight away. So many acronyms,
00:01:29 - 00:01:34
deep technical terms. Stuff that maybe only a security engineer really gets. Pretty much.
00:01:34 - 00:01:38
Yeah. And that's the problem, isn't it? The article points out the decision makers, the
00:01:38 - 00:01:43
people signing the checks. They might not have that deep tech background. Right. They're
00:01:43 - 00:01:50
thinking about business risk impact the bottom line, not necessarily the system architecture.
00:01:50 - 00:01:55
Exactly. Overly technical talk and just switch them off. It alienates the really people you
00:01:55 - 00:02:02
need to convince. So it doesn't connect with their needs. Precisely. Byer's advice. Simplify.
00:02:02 - 00:02:07
Radically simplify the message. Focus laser sharp on the outcomes. What problem are you
00:02:07 - 00:02:13
actually solving for them? Make it about their world. Yes. And use visual storytelling.
00:02:13 - 00:02:17
Translate that tech speak into business speak or maybe risk speak something that resonates
00:02:17 - 00:02:21
outside the IT department. Okay. That makes a lot of sense. Get the language right first.
00:02:21 - 00:02:25
But then the article moves on to the buying process. That was not exactly an impulse buy.
00:02:25 - 00:02:30
Is it? No, definitely not. It's a marathon. Not a sprint. The article really emphasizes
00:02:30 - 00:02:36
these long sales cycles. The complicated buyer journeys. Multiple people involved. Oh
00:02:36 - 00:02:42
yeah. Rarely just one person. You've got IT, security teams, legal compliance, finance,
00:02:42 - 00:02:46
maybe even the C suite. They all have different questions, different priorities. Wow. Okay.
00:02:46 - 00:02:50
So if it takes that long and involves that many people, how do marketers stay relevant
00:02:50 - 00:02:55
through that whole process according to buyer? Sustained engagement. That's the core idea
00:02:55 - 00:03:01
he presents. Sustained engagement. Okay. Which means things like account-based marketing or
00:03:01 - 00:03:07
ABM, treating key target companies almost like their own little markets. Tailoring the message
00:03:07 - 00:03:12
for each one. Exactly. And tailoring content within that company for the different stakeholders.
00:03:12 - 00:03:18
Plus, just consistent, valuable outreach over time. Keeping the conversation alive. Helping
00:03:18 - 00:03:22
build that internal consensus. Okay. Consistency is key. Now something you touched on
00:03:22 - 00:03:28
earlier risk. Cyber security is all about protecting really sensitive stuff. Trust must be
00:03:28 - 00:03:31
absolutely massive here. The article hits on this heart. Oh, it's critical. Probably
00:03:31 - 00:03:36
the most critical element. Buyers are naturally skeptical. They kind of have to be given
00:03:36 - 00:03:41
the stakes. Makes sense. A bad decision could be catastrophic. Totally. So building that
00:03:41 - 00:03:46
rock solid confidence in your company, your solution. It's not just nice to have marketing
00:03:46 - 00:03:52
fluff. It's foundational. So how does buyer suggest companies build that trust, that credibility?
00:03:52 - 00:03:57
What are the methods? He lists a few key things. Customer testimonials are huge social proof
00:03:57 - 00:04:02
showing you've done it successfully before. Real world evidence. Yep. Then there are third
00:04:02 - 00:04:08
party certifications. Objective validation of your claims. Also thought leadership. Meaning
00:04:08 - 00:04:14
publishing genuinely useful insightful content. Showing your next breath they can actually rely
00:04:14 - 00:04:19
on not just a vendor pushing a product. Become a resource. Exactly. And just being transparent.
00:04:19 - 00:04:24
Open communication about what you do, how you do it. It all adds up to demonstrate reliability.
00:04:24 - 00:04:29
Okay. Building trust over a long cycle. But the article also mentions another issue. Just
00:04:29 - 00:04:33
how many cybersecurity companies there are now. It seems like a really crowded space.
00:04:33 - 00:04:38
It is incredibly crowded. And buyer flags that differ in cheating your brand is a major
00:04:38 - 00:04:43
major hurdle. Because everyone's talking about similar things. Firewalls, endpoint protection,
00:04:43 - 00:04:49
threat detection. Right. If the language sounds similar, how do you possibly stand out?
00:04:49 - 00:04:54
How do you explain why your solution is the one they need? Good question. So what are
00:04:54 - 00:04:59
the tactics buyer puts forward for cutting through with that noise?
00:04:59 - 00:05:04
Number one is clearly articulating your unique value proposition, your UVP. What specific
00:05:04 - 00:05:10
problem do you solve better than anyone else? Or who do you solve it for uniquely well?
00:05:10 - 00:05:14
Find your angle. Find your angle exactly. Maybe that means strategic positioning, like
00:05:14 - 00:05:18
focusing on a specific niche market you can really own. Rather than trying to be everything
00:05:18 - 00:05:23
to everyone. Precisely. And then using creative, targeted campaigns that speak directly to that
00:05:23 - 00:05:29
niche, that ideal customer. Make it distinctive. Got it. Now here's an interesting one the article
00:05:29 - 00:05:34
brings up. Sometimes a customer doesn't even realize they have a big problem. Or they
00:05:34 - 00:05:39
underestimate the danger. Yeah, that's the education challenge. It's significant and ongoing.
00:05:39 - 00:05:43
A lot of businesses, maybe small ones, especially think, oh hackers won't target me. Or they
00:05:43 - 00:05:48
just don't grasp how sophisticated the threats have become. Or the nuances of the solutions
00:05:48 - 00:05:53
needed. So there's a baseline level of education required. So how do marketers tackle that?
00:05:53 - 00:05:58
How do you educate someone who doesn't know they need educating? Buyers suggest becoming
00:05:58 - 00:06:03
that trusted educator. Like the thought leadership idea again. Sort of. But maybe broader.
00:06:03 - 00:06:08
Creating a really insightful content, think reports, webinar, simple explainers that
00:06:08 - 00:06:13
raises awareness about the risks in a way that's not overly technical or scary. Making it
00:06:13 - 00:06:18
accessible. Exactly. Using interactive tools can help too. Letting people assess their own
00:06:18 - 00:06:24
potential vulnerabilities. Perhaps the goal is to provide value. Educate the market on
00:06:24 - 00:06:29
the problem. And naturally position your brand as the go to authority for the solution.
00:06:29 - 00:06:34
Okay, so you educate them. They see the need. But then you actually have to find the right individuals
00:06:34 - 00:06:39
within those potential client companies. The article says lead generation that targeted outreach
00:06:39 - 00:06:45
is still a big struggle. It definitely is. Finding and reaching the specific person or team who
00:06:45 - 00:06:51
holds the budget or makes the decision for your kind of complex solution. It's tough. Getting
00:06:51 - 00:06:56
the right leads. Exactly. Buyer really emphasizes the challenge of generating high quality leads
00:06:56 - 00:07:02
consistently, not just a flood of maybes. And what's the suggested approach there, according
00:07:02 - 00:07:07
to the article? It's usually a mix. Highly targeted digital ads think LinkedIn ads aimed at
00:07:07 - 00:07:13
specific job titles or industries. Okay. Plus strong inbound marketing, creating valuable content
00:07:13 - 00:07:18
that attracts people actively searching for solutions. Pulling them in. Right. And then once you have
00:07:18 - 00:07:25
a potential lead, personalized outreach, not generic spam, but tailored communication. It's
00:07:25 - 00:07:30
all about quality over quantity, finding those prospects who are a genuine fit. Now this next
00:07:30 - 00:07:35
challenge by our mentions, it feels kind of universal in business, but maybe extra sharp here.
00:07:35 - 00:07:40
Getting marketing and sales teams aligned. Oh, yeah. The classic disconnect. The article points
00:07:40 - 00:07:45
out. It's a major pain point in cybersecurity sales. Because if marketing brings in leads that
00:07:45 - 00:07:49
sales can't work or the messaging is different. Opportunities just fall through the tracks.
00:07:49 - 00:07:56
Efficiency drops. And the customer gets a confusing, disjointed experience. It really hurts conversion.
00:07:56 - 00:08:02
So what's the fix? How does buyer suggest getting them on the same page? Communication, communication,
00:08:02 - 00:08:07
communication, clear, consistent channels between the teams are baseline. Makes sense.
00:08:07 - 00:08:12
Buyer also talks about sales enablement. That means giving the sales team the right tools,
00:08:12 - 00:08:17
the right content, the right data from marketing to actually have effective conversations.
00:08:17 - 00:08:22
And articulate that value proposition consistently. The equipping them properly. Yep.
00:08:22 - 00:08:27
And doing joint planning. Marketing and sales planning campaigns and goals together from the start.
00:08:27 - 00:08:31
So everyone's pulling in the same direction. Okay, alignment is key. Finally, the article raises
00:08:31 - 00:08:39
something really fascinating and unique to security. Proving ROI. Return on investment. How do you show
00:08:39 - 00:08:45
the value of, well, of nothing happening? That's the kicker, isn't it? Success is the absence of a
00:08:45 - 00:08:50
breach. The prevention of disaster. How do you put a price tag on that? It's inherently difficult
00:08:50 - 00:08:54
when you're selling something intangible like protection or risk reduction. But buyer stresses,
00:08:54 - 00:08:59
you have to find ways because budget holders need justification. So what does he recommend for
00:08:59 - 00:09:05
tackling that specific problem? Focus on quantifiable metrics where you can. Maybe you can't measure
00:09:05 - 00:09:09
the breach that didn't happen. But you can measure things like reduce system downtime if there's
00:09:09 - 00:09:15
minor incident or faster recovery times. Maybe improve compliance scores, which avoids fines.
00:09:15 - 00:09:20
Or even efficiency gains for the security team because your tool streamlines things. Tangible side
00:09:20 - 00:09:25
benefits. Exactly. Using ROI calculators can help prospects model potential savings too.
00:09:25 - 00:09:31
Detailed case studies are vital, showing how you specifically helped another company prevent or
00:09:31 - 00:09:37
mitigate real risk. Proof points. Proof points. And consistent reporting back to existing customers.
00:09:37 - 00:09:42
Reminding them of the value they're getting, reinforcing the decision. So summing all this up from
00:09:42 - 00:09:48
the buyer article, it really paints a picture of a very specific marketing battlefield for cybersecurity.
00:09:48 - 00:09:53
You've got the technical complexity of these long sales processes. The absolute need for trust.
00:09:53 - 00:09:59
The crowded market. They need to educate the targeting challenges, internal alignment.
00:09:59 - 00:10:05
And that tricky ROI question. But crucially, as you said, the article doesn't just list problems.
00:10:05 - 00:10:11
It lays out concrete strategies. It suggests these hurdles can be overcome. Absolutely. And understanding
00:10:11 - 00:10:17
these specific challenges and the kinds of solutions a buyer proposes gives you a really practical
00:10:17 - 00:10:22
roadmap. It's not just abstract marketing theory. It's grounded in the day-to-day reality
00:10:22 - 00:10:27
of selling cybersecurity in this environment. Yeah, this deep dive really crystallizes those key
00:10:27 - 00:10:32
insights from the source. You get a clear sense of the unique difficulties. But also the actionable
00:10:32 - 00:10:37
ways forward suggested in the article. It provides a solid framework really for anyone marketing in
00:10:37 - 00:10:43
this space. And just thinking about buyer starting point that context of constant rapid change.
00:10:43 - 00:10:48
It leads you with a final thought, maybe. Oh. Well, if these core challenges simplify
00:10:48 - 00:10:53
complexity, building trust, proving value, are always going to be there. But the threats and the
00:10:53 - 00:10:59
technologies are always changing. How does the very definition of what makes cybersecurity marketing
00:10:59 - 00:11:04
effective need to keep evolving right alongside them, something for you and you on it?
00:11:04 - 00:11:09
Reach out to us at jbuyer.com for comments and questions. Follow us at buyer company on social
00:11:09 - 00:11:15
media. And if you'd be so kind, please rate and review us in your podcast app.