The B2B cybersecurity market is rapidly expanding as attacks become more advanced and competition intensifies. According to McKinsey, spending on service providers in the cybersecurity market is projected to reach $101.5 billion by the end of 2025, alongside a 15% annual increase in cybercrime-related costs, projected to reach $10.5 trillion yearly.
For cybersecurity SaaS companies, that growth represents both opportunities and challenges. Organizations are investing heavily in protection, but the influx of solutions has made it harder than ever for brands to differentiate themselves. Traditional cybersecurity marketing tactics no longer resonate, especially with artificial intelligence (AI) and machine learning transforming the market. But emerging cybersecurity digital marketing techniques can help.
Let’s look at six cybersecurity marketing trends that are changing how SaaS marketers reach their intended audiences.
According to Forrester, 82% of global B2B marketing decision-makers agree that buyers want a marketing and sales experience personalized to their needs. They’re not seeking more content — they want better content that’s more targeted and tailored to their preferences.
Personalization should be a major focus for all B2B cybersecurity marketers, especially as cybersecurity marketing trends increasingly integrate AI-driven insights that make it easier to deliver the right message to the right audience. Many teams are now turning to AI in cybersecurity marketing to mass-produce content variations at scale.
When organizations feed generative AI tools customer data, content data, and site data, they can use the tools to profile visitors, detect buying signals, and serve up personalized content. This content can be highly relevant to where prospects are in the buyer’s journey and help them progress further down the funnel.
That said, it’s important that teams apply some oversight to AI in cybersecurity marketing to ensure they maintain a human tone at all times. Buyers are increasingly aware of content that feels manufactured and may notice when “personalized” content is lazily generated with AI.
How many times have you seen a corny stock image of a hacker wearing a hoodie typing on a laptop with a green, Matrix-style background? This is old-school cybersecurity marketing, which focused on scare tactics to convince users about the importance of cybersecurity.
Today, we’ve moved beyond the awareness stage. Your buyers understand the importance of cybersecurity — it’s been well-established. As such, it’s time to evolve our cybersecurity marketing strategies by de-emphasizing fear, uncertainty, and doubt.
Instead, B2B cybersecurity marketing should aim to design for trust. Don’t scare your customers or pressure them into buying your SaaS. Instead, align your strategies with cybersecurity marketing trends by presenting confidence and showing customer proof to reduce perceived risk. For example, highlight transparent pricing bands on your website to show you have nothing to hide. Provide ungated assets that aim to educate and enlighten. Offer demos and free trials so customers can see the quality of your solution for themselves.
Website design is particularly important here. Wherever possible, simplify technical content with clear messaging that focuses on clarity over complexity, and let your offerings take center stage. Customers don’t need to be scared into buying your product — they’ll see transparency and demystified language as reasons to be confident in your product and trust your authority.
Just because B2B cybersecurity buyers are beyond the awareness stage doesn’t mean the education journey ends there. Your potential customers are searching for a partner they can trust — someone who knows what they’re talking about and understands their unique pain points and how to solve them.
This is where diverse cybersecurity content marketing initiatives come into play. An omnichannel marketing strategy can help illustrate to leads and potential customers that you’re an authority in your field, and it can show that you’re willing to share your insights to improve the industry as a whole.
What does this look like in practice? It means exploring new cybersecurity marketing trends, investing in strategic PR opportunities, developing and publishing thought leadership, and producing a variety of content types that disseminate information in unique ways. This includes everything from powerful case studies to detailed blog posts, engaging social media threads, and podcasts filled to the brim with subject matter expertise.
As cyberattacks grow more sophisticated and more common — and cybersecurity marketing trends continue to evolve — the regulatory landscape must evolve, as well. For companies, this means adhering to more stringent compliance requirements.
What does this have to do with marketing for cybersecurity companies? Well, your customers will be looking for solutions that meet high data security and privacy standards and simplify their compliance processes. Think about it: If you had two applications that offered similar feature sets and price tags, but one had more robust security measures in place, it's a no-brainer to choose the one that will offer greater protection.
It’s a wise idea to emphasize your company’s commitment to security and the cybersecurity standards and requirements your product adheres to. On your website, especially, make it clear what security features, techniques, and methods you employ and what regulations you comply with and how. This information should be easy to find and as straightforward as possible.
The goal is to minimize compliance headaches for your clients by meeting them halfway, engaging with cybersecurity marketing trends, and providing robust protection that can give them peace of mind.
Digital marketing for security companies — product marketing, in particular — tends to get bogged down in the features. For example, you might create a lot of content revolving around the capabilities of your software and services and what you provide to businesses. While useful, this information doesn’t mean much to your audience if they don’t understand how it will affect their business.
This is why modern cybersecurity content marketing should focus on translating technical details into business outcomes. You can write an entire blog post about how fancy your encryption software is, but it won’t stick with your audience if they can’t understand why it matters or what difference it will make in their business.
Consider the following: Your encryption software uses asymmetric encryption. To you, this is a distinct advantage compared to your competitor, which only uses symmetric encryption. You can write a blog about the process behind asymmetric encryption and how it works, but ask yourself: Why does that matter to your potential customers?
Instead of getting lost in the technical weeds, focus your content on the business outcomes of asymmetric encryption. Rather than spending too much time discussing how it works, explain how it provides superior data integrity and confidentiality that ensures no one can access highly sensitive data. This business outcome — stronger protection and tighter data security — is the value your customer is seeking.
Highlighting business outcomes in your cybersecurity marketing campaigns can go a long way toward bringing your leads further down the funnel.
Finally, think about how you can quantify the value of your product or service with cybersecurity digital marketing. B2B buyers are always looking to build a business case, and in cybersecurity, especially, there can be quite stringent oversight. This is often why the sales cycle can be lengthy and complex. Anything you can do on the marketing side to convey how your offering provides a return on investment (ROI) can help streamline this process.
Creating case studies is one way to show proof of ROI and meet cybersecurity marketing trends. If potential customers see how another company gained value from your offering, they’ll better understand how they, too, can benefit from it. Broach the subject of testimonials and case studies with clients who’ve had positive experiences with your company whenever possible.
Dig into the data, too. Reporting and analytics tools can help unearth important statistics that showcase value. How many potential cyberthreats has your SaaS offering flagged across your entire client portfolio? How many incidents were prevented? How many vulnerabilities have been patched?
Data talks. When you showcase impressive stats like these, you demonstrate value and help your clients build a business case that makes it easier for them to understand how their return on investment will pay off in the long run.
With an expanding cyberattack surface, it’s more important than ever that organizations equip themselves with the security tools they need to protect their perimeter. Your buyers know this. But to reach them and distinguish your brand as the go-to, you’ll need to elevate your marketing strategy with the latest cybersecurity marketing trends.
At Spot On, we stay on the forefront of the cybersecurity and digital marketing landscape to ensure our cybersecurity SaaS clients stand out from the crowd. As a B2B marketing agency for cybersecurity, we understand how to differentiate cybersecurity marketing through thoughtful web design and personalized content that will resonate with your customers.
Interested in learning more about our cybersecurity marketing services? Schedule a meeting with us to discuss how we can use emerging digital marketing techniques to help your SaaS business rise above and stay one step ahead of the competition.
