When Cybersecurity Marketing Fails to Reach the Buyer

Source Domain: www.linkedin.com

If customers want cybersecurity vendors to solve a problem, it should be clear how to market the solution. Unfortunately, too many vendors are marketing something buyers really don’t care about.

Check out this post by

Patrick Garrity 👾🛹💙

of
VulnCheck
for the discussion that is the basis of our conversation on this week’s episode, co-hosted by

David Spark

, the producer of CISO Series, and

Steve Zalewski

. Joining them is

Tom Doughty

, CISO,
Generate:Biomedicines
. Huge thanks to our sponsor,
Alteryx
.

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The 3Ms of product clarity

In a crowded landscape, vendors need to show where and how they deliver value.

Faruk U.

of
CyberSkillsHub Cybersecurity Training
offered a framework for sharpening that clarity: “For tight product+marketing fit, use the 3Ms: Moment (where in the kill chain), Metric (MTTR, false positive rate, exposure), Motion (first click to value). If any M is fuzzy, sharpen the product or story.” But adding AI to a product doesn’t automatically create that clarity.

Marcel Velica

of
Eventbrite
pushed back on superficial AI integration, noting that “every new startup or board and founder looks like they’re just sprinkling some LLM fairy dust on top of their app and pitching it like it’s magic. Implementation isn’t just about adding AI to your roadmap and thinking your product is done. It’s about owning the complexity that comes with putting it in front of real users, with real expectations, in real time.”