How to Prove ROI in a World Where Success Means Nothing Happens
Season: 2 | Episode: 33
Published: September 8, 2025
By: Byer Co
The provided text offers an article from Byer Co., a digital marketing company, discussing how cybersecurity marketers can effectively demonstrate Return on Investment (ROI). The core challenge highlighted is that success in cybersecurity often means "nothing happens," making it difficult to quantify value. The article suggests strategies such as showing what was avoided by quantifying prevented incidents, utilizing ROI calculators and industry benchmarks for savings estimates, and providing outcome-based reports monthly to turn "invisible wins into visible value." Ultimately, the text emphasizes that proof, not just fear, is essential for selling cybersecurity solutions, framing ROI as a narrative of protection.
Link: How to Prove ROI in a World Where Success Means Nothing Happens
Keywords: marketing,seo,cybersecurity,digital marketing,web design
Episode Transcript
00:00:00 - 00:00:05
Welcome back to Digital Rage. I'm Jeff the producer here at Byer Company.
00:00:05 - 00:00:08
Today is part eight of our Cybersecurity Marketing Series.
00:00:08 - 00:00:13
We're talking about how to prove ROI in a world where success means nothing happens.
00:00:13 - 00:00:17
How do you report that your cyber security efforts are working?
00:00:17 - 00:00:21
We have the same thing with marketing, so let's dive in.
00:00:21 - 00:00:26
You know, have you ever thought about how sometimes when something works perfectly,
00:00:26 - 00:00:29
like really perfectly, the result is?
00:00:29 - 00:00:32
Well, nothing. Nothing happens.
00:00:32 - 00:00:35
Yeah, it's a strange thing, isn't it? Especially in certain fields.
00:00:35 - 00:00:39
Exactly. Like cyber security. If a product is absolutely nailing its job,
00:00:39 - 00:00:43
you don't get the alerts, the alarms don't go off. Nothing blows up.
00:00:43 - 00:00:45
Just quiet, successful quiet.
00:00:45 - 00:00:50
Which sounds great, but that success can feel almost invisible.
00:00:50 - 00:00:53
So how on earth do you market that? An invisible wind?
00:00:53 - 00:00:54
That's the million dollar question, really.
00:00:54 - 00:00:56
Well, that's exactly what we're going to dig into today.
00:00:56 - 00:01:01
This deep dive is all about making that unseen success, unmistakable,
00:01:01 - 00:01:03
specifically for cybersecurity marketing.
00:01:03 - 00:01:09
We want to explore some practical ways, some actual strategies to show clear return on investment,
00:01:09 - 00:01:14
ROI, and real value. Even when your best selling point is basically, hey, look, nothing exploded.
00:01:14 - 00:01:17
Yeah, proving that not event.
00:01:17 - 00:01:20
Precisely. And our guide for this is a really insightful article.
00:01:20 - 00:01:25
It's called How to Prove ROI in a World where success means nothing happens.
00:01:25 - 00:01:30
It's by Jeff Byer, published just recently, June 19, 2025,
00:01:30 - 00:01:32
part of a cybersecurity marketing series he's doing.
00:01:32 - 00:01:34
Oh, okay. Good source.
00:01:34 - 00:01:38
Yeah. So whether you're deep in marketing or maybe in sales,
00:01:38 - 00:01:42
or honestly, even if you're just curious about how you communicate value
00:01:42 - 00:01:45
when prevention is the whole point, think of this as your shortcut.
00:01:45 - 00:01:47
It's a really key business puzzle.
00:01:47 - 00:01:49
Absolutely. Crucial.
00:01:49 - 00:01:52
So making the invisible visible, where do we even start?
00:01:52 - 00:01:57
The article jumps right in with something that feels a bit backwards at first.
00:01:57 - 00:02:01
Yeah, it says, instead of focusing on what your cybersecurity product does,
00:02:01 - 00:02:03
the features and functions.
00:02:03 - 00:02:04
That's the usual stuff.
00:02:04 - 00:02:06
Right. You should actually highlight what it prevented.
00:02:06 - 00:02:10
It's a shift, maybe subtle, but it moves you from just talking features to talking about
00:02:10 - 00:02:12
quantified outcomes.
00:02:12 - 00:02:17
Okay, I see. And what's really fascinating there, I think, is how it uses the negative space.
00:02:17 - 00:02:20
Negative space. Explain that.
00:02:20 - 00:02:22
Well, instead of just saying, our product is great.
00:02:22 - 00:02:26
You're actually illustrating the absence of the bad stuff.
00:02:26 - 00:02:27
And that can hit harder.
00:02:27 - 00:02:30
The article gives some great examples.
00:02:30 - 00:02:34
Think about telling a prospect, look, we blocked 3,200 fishing attempts just last quarter.
00:02:34 - 00:02:40
Or we figure we prevented about $250,000 in potential ransomware losses for you.
00:02:40 - 00:02:41
Wow. Okay.
00:02:41 - 00:02:42
Concrete.
00:02:42 - 00:02:43
Exactly.
00:02:43 - 00:02:47
Even something like we reduced SOC alert fatigue by 45%.
00:02:48 - 00:02:51
Stopping the security operations team from being totally overwhelmed.
00:02:51 - 00:02:52
These aren't vague promises.
00:02:52 - 00:02:54
Yeah, they're specific impacts.
00:02:54 - 00:02:57
Right. They tell a story of disasters that didn't happen because you were there.
00:02:57 - 00:03:02
Yeah, the article uses this great analogy, helping buyers see the fires that never started.
00:03:02 - 00:03:04
That's a powerful imagery.
00:03:04 - 00:03:07
It really is. And it makes you think, you know, how does that reframing land with someone
00:03:07 - 00:03:13
making a decision when the biggest impact is actually the lack of an impact, the absence of chaos?
00:03:13 - 00:03:17
It shifts it from buying a tool to, well, buying peace of mind.
00:03:18 - 00:03:19
Avoiding catastrophe.
00:03:19 - 00:03:21
Okay, but telling those stories is one thing.
00:03:21 - 00:03:26
Quantifying nothing happening feels like it needs more than just anecdotes, right?
00:03:26 - 00:03:27
This is where the numbers have to come in, surely.
00:03:27 - 00:03:29
Absolutely. You need to anchor it.
00:03:29 - 00:03:35
So how do businesses move beyond the story and really ground that value in like
00:03:35 - 00:03:38
hard data, structured models?
00:03:38 - 00:03:41
Well, this is where it gets really interesting, connecting it to credibility.
00:03:41 - 00:03:46
The article really pushes the idea of building or maybe even borrowing
00:03:47 - 00:03:48
solid ROI models.
00:03:48 - 00:03:49
Or ROI models?
00:03:49 - 00:03:53
Yeah, and the key is grounding your claims in facts everyone accepts.
00:03:53 - 00:03:56
Industry benchmarks are huge here.
00:03:56 - 00:03:57
Like what kind of benchmarks?
00:03:57 - 00:04:02
The article specifically mentions the IBM 2023 stat
00:04:02 - 00:04:05
that the average cost of a data breach is now $4.45 million.
00:04:05 - 00:04:07
I want a half million dollars.
00:04:07 - 00:04:09
Oh, right. That's a massive number.
00:04:09 - 00:04:11
And just bringing that up immediately gives context.
00:04:11 - 00:04:14
It shows the scale of what you're potentially saving someone.
00:04:14 - 00:04:18
It flips the conversation from how much does this cost to how much could this save me?
00:04:18 - 00:04:21
Exactly. It's an investment, not just an expense.
00:04:21 - 00:04:24
And that makes the abstract feel way more real.
00:04:24 - 00:04:24
Yeah.
00:04:24 - 00:04:26
The article mentions giving specific savings estimates too,
00:04:26 - 00:04:31
like saying, "Our platform helps your team respond 60% faster
00:04:31 - 00:04:33
that puts a number on it people can grasp."
00:04:33 - 00:04:34
Angible benefits.
00:04:34 - 00:04:37
But the real kicker it seems is personalization.
00:04:37 - 00:04:40
The idea of letting prospects like plug in their own numbers.
00:04:40 - 00:04:42
Yes, that's crucial.
00:04:42 - 00:04:46
To see their specific potential savings based on their size,
00:04:46 - 00:04:50
their industry, whatever, it's not just a generic claim any more than, is it?
00:04:50 - 00:04:54
No, it becomes their potential avoided disaster, their ROI.
00:04:54 - 00:04:59
And when you base that personal calculation on solid industry data,
00:04:59 - 00:05:00
like that IBM number,
00:05:00 - 00:05:01
it builds a ton of trust.
00:05:01 - 00:05:04
Exactly. It makes the value proposition really hard to argue with.
00:05:04 - 00:05:06
Almost undeniable for the buyer.
00:05:06 - 00:05:08
Okay, so you've used the data.
00:05:08 - 00:05:09
You've told the story.
00:05:09 - 00:05:10
You've made the sale.
00:05:10 - 00:05:11
Is that it?
00:05:11 - 00:05:13
Or is proving this kind of value an ongoing thing?
00:05:13 - 00:05:14
Oh, definitely ongoing.
00:05:14 - 00:05:16
The article is very clear on this.
00:05:16 - 00:05:20
It strongly recommends reporting results regularly consistently.
00:05:20 - 00:05:22
So not just on one-off pitch?
00:05:22 - 00:05:22
Not at all.
00:05:22 - 00:05:24
Whether it's a platform, a tool,
00:05:24 - 00:05:28
or even a broader service, like an MSSP,
00:05:28 - 00:05:30
a managed security service provider.
00:05:30 - 00:05:32
Were you outsourced the security management?
00:05:32 - 00:05:37
Right. You have to keep turning those invisible wins into visible value.
00:05:37 - 00:05:40
Month after month, you need to show them what you're doing,
00:05:40 - 00:05:41
or rather what you're preventing.
00:05:41 - 00:05:42
Keep it top of mind.
00:05:42 - 00:05:44
And what should be in those reports?
00:05:44 - 00:05:45
Just saying, oh, quiet.
00:05:45 - 00:05:47
Huh, no, definitely more than that.
00:05:47 - 00:05:50
The source suggests really concrete data points,
00:05:50 - 00:05:52
things like number of block threats,
00:05:52 - 00:05:54
or system uptime percentages,
00:05:54 - 00:05:57
compliance posture status.
00:05:57 - 00:05:58
Okay, actual metrics.
00:05:58 - 00:05:59
Quantifiable stuff.
00:05:59 - 00:06:02
It reinforces the benefit continuously.
00:06:02 - 00:06:03
It shows the client, look,
00:06:03 - 00:06:05
things are quiet because this is working.
00:06:05 - 00:06:07
It helps build those long-term relationships.
00:06:07 - 00:06:10
So every quiet day, every non-event,
00:06:10 - 00:06:12
it actually becomes another data point proving success.
00:06:12 - 00:06:13
Precisely.
00:06:13 - 00:06:15
You're making the silent speed volumes.
00:06:15 - 00:06:17
Which brings us back to that really strong,
00:06:17 - 00:06:19
closing thought from the article.
00:06:19 - 00:06:22
It acknowledges that, yeah, fear can motivate people in security.
00:06:22 - 00:06:24
It definitely can. The fear factor is real.
00:06:24 - 00:06:26
But ultimately, the article concludes,
00:06:26 - 00:06:28
"Proof wins."
00:06:28 - 00:06:29
Proof wins.
00:06:29 - 00:06:32
And that raises a really important question, I think.
00:06:32 - 00:06:34
What does proof truly mean here?
00:06:34 - 00:06:35
A good question.
00:06:35 - 00:06:39
The article offers this quite profound definition of ROI.
00:06:39 - 00:06:42
It says, "It's not just about the spreadsheet, the numbers."
00:06:42 - 00:06:42
Okay.
00:06:42 - 00:06:44
"It's a story of what could have gone wrong
00:06:44 - 00:06:47
and how your product quietly made sure it didn't."
00:06:47 - 00:06:47
Huh.
00:06:47 - 00:06:50
ROI as a narrative of prevention.
00:06:50 - 00:06:50
Exactly.
00:06:50 - 00:06:52
It reframes it completely.
00:06:52 - 00:06:54
It encourages us, and hopefully buyers too,
00:06:54 - 00:06:58
to see cybersecurity not as, you know,
00:06:58 - 00:07:01
some necessary evil, or just another cost center.
00:07:01 - 00:07:03
But as a critical investment,
00:07:03 - 00:07:07
something that actively generates value by protecting you from the stuff you,
00:07:07 - 00:07:08
hopefully, never even see.
00:07:08 - 00:07:10
Quietly making sure things don't go wrong.
00:07:10 - 00:07:13
So wrapping this up, the core message seems clear.
00:07:13 - 00:07:16
In cybersecurity, proving value is about quantifying the unseen.
00:07:16 - 00:07:19
It's leveraging data, solid data,
00:07:19 - 00:07:22
and consistently communicating how you're preventing bad things from happening.
00:07:22 - 00:07:24
Showing those fires that never got started.
00:07:24 - 00:07:27
Exactly. It's a powerful concept, and it leaves me wondering,
00:07:27 - 00:07:30
maybe something for you listening to think about too.
00:07:30 - 00:07:32
How could you apply this idea?
00:07:32 - 00:07:36
This proving value through what was avoided,
00:07:36 - 00:07:38
or highlighting those invisible wins?
00:07:38 - 00:07:40
How might that apply in your own work, your own field,
00:07:40 - 00:07:43
or maybe even just aspects of your daily life?
00:07:43 - 00:07:45
Hmm. That's a great thought to end on.
00:07:45 - 00:07:47
Yeah. Makes you look at success differently.
00:07:47 - 00:07:51
Reach out to us at jbuyer.com for comments and questions.
00:07:51 - 00:07:53
Follow us at buyer company on social media,
00:07:53 - 00:07:59
and if you'd be so kind, please rate and review us in your podcast app.