How to properly define your marketing and your objectives

A security plan is crucial for cybersecurity success, but requires a solid marketing strategy and setting goals to target new and existing customers.

A strong security plan helps you deliver the cybersecurity and threat protection solutions that your customers increasingly demand. But the success of any cybersecurity plan depends on a solid marketing strategy and setting the right goals for your business.

What does it mean?

To shed some light, let’s take a closer look at each of these key areas.

How to be successful in your marketing

Your marketing strategy must achieve a few essential objectives:

  1. Align with your business plan
  2. Define your target plans and the marketing materials you plan to use
  3. Help you achieve your business goals

Basically, your security plan marketing strategy should also focus on your services and the benefits you will deliver to partners, rather than the solutions and technology you provide.

Defining a cybersecurity model marketing strategy begins with examining your value proposition. It describes the products and services you offer, what sets you apart from your competition, and why customers should buy from you.

You can then detail how you will sell and deliver your products and services, including identifying the channels you want to use to target customers. This strategy must follow the “five Ps” marketing rules for price, promotion, location, people and process.

From there, you can commission market research that helps you establish your target audience and build customer profiles. This includes understanding the types of organizations you want to target, who their decision makers are, and their buying and behavior patterns.

How to communicate with customers

Once your target customers are defined, understanding how to communicate effectively with them is essential.

While there are some general best practices to follow regardless of your audience, the specifics may differ depending on whether you are communicating with new business targets or existing customers.

  • Existing Customers: Marketing to existing customers requires consistent and ongoing communication. This requires regular points of contact, such as phone calls and emails, on best practices as well as active discussions on customer next steps.
  • New Customers: When communicating with new net customers, the focus should be on what you can help them achieve if they partner with you. Having a good brand image in the organization’s peer group can be crucial to your success here. It encourages customers to elevate your reputation through word of mouth and strengthens your position in new sales processes.

How to set achievable goals

Along with a solid marketing strategy, you also need to set achievable and realistic goals, which can only be achieved by assessing the current state of your business.

Factors you need to consider include:

  • Who you sell to and how
  • How many transactions you have and the size of those transactions
  • The amount of income you earn
  • Your sales cycle process
  • Lead conversion figures
  • What drives your customers’ purchases
  • Your current resources

Understanding this information properly lays the foundation for setting future goals and helps you assess whether your growth goals are realistic. This includes establishing a solid understanding of why you want to expand your offering, the solutions you want to add, the types of businesses you are targeting, and your go-to-market strategy.

Goal setting tends to be a curved progression that starts out slowly and accelerates as you progress. It’s essential to set low goals, aim to build momentum, and raise expectations as your expertise grows.

Much like your marketing strategy, it often depends on whether you are targeting new or existing customers. Growth will likely be stronger if you target existing customers and tends to be a slower process for net new customers.

Additionally, the SMART Framework, developed by Peter Drucker, can help you set clear and easy-to-achieve goals.

This framework offers the following guidelines:

  • Specific: sensible, simple and meaningful objectives
  • Measurable: meaningful and motivating objectives
  • Achievable: agreed and achievable goals
  • Relevant: realistic, reasonable and results-oriented goals
  • Timely: time-bound and time-sensitive goals

Learn more about cybersecurity marketing and setting security plan goals by downloading our white paper From Blueprint to Foundation, Filling the Gaps in Your Security Design.

This guest blog is part of a Channel Futures sponsorship.


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About Deborah Wilson

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