Why Marketing + Integration Are Essential for Cyber Security Companies

Connect Data, Drive Demand

In today’s digital age, cyber security is more important than ever. As your clients and prospects increase their reliance on technology, their risk from cyber-related attacks grows. However, to succeed in this competitive industry top notch products will not cut it alone. Cyber security companies must also focus on effective marketing strategies.

Working with countless cyber security firms we’ve found that employing customer data plus marketing channel tactics is key to success. Traditional customer journey strategies like the use of software to automate repetitive marketing tasks such as email campaigns, SMS, and lead nurturing, paid channels and events are no longer alone able to drive demand.

True marketing differentiation comes from being able to employ data – demographic and behavioral – in real time in your campaigns regardless of the channel in which you are employing to reach the customer. Traditionally this has been a linkage between core platforms like CRM (Salesforce, MS Dynamics, etc.) and Marketing Automation (Marketo, Eloqua, Hubspot, Pardot, etc.). And while many of these platforms do connect natively to one another, other channels in your stack likely do not – SMS, event/webinar platforms, consent and preferences, analytics and more. Or your company relies on systems that don’t have native connectors. In either case, this limits your ability to uniquely understand your customers and prospects better than the competition to drive engagement and personalization.

If you’re like many firms in this space you are no doubt well versed in the power of marketing automation. However with increased competition Marketing automation is . This can save you time and resources while increasing the effectiveness of marketing efforts. In the cyber security industry, where regulations and data security are of utmost importance, choosing the right marketing automation platform, like Marketo, and an integration platform as a service like Vertify are essential to make sure your demand generation operations are hydrated with up-to-date customer data.

We’ve found that customers in the security space that have invested in best of class marketing automation + integration systems have seen gains in the following five areas.

Improved Lead Generation

Marketing automation can help cyber security companies generate more leads by targeting the right people at the right time. Automated lead generation campaigns can be set up to reach potential clients through various channels, such as email, SMS, and website forms. By analyzing the behavior of prospects, tools like Marketo can identify those who are most likely to convert into paying customers. This can save valuable time for sales teams who can then focus on nurturing these leads into loyal clients. The ability to quickly send warm leads on to sales within 60 seconds by using an integration platform allows your team to capitalize on that interest in the moment.

Increased Sales

Marketo can also help cyber security companies close more sales by automating the lead nurturing process. Businesses can engage with prospects at every stage of the sales funnel, from awareness to consideration to decision-making. This allows companies to provide personalized content to each prospect, increasing the chances of closing the deal. Automated email campaigns can also help keep leads engaged and informed, ultimately leading to more sales. 

One key to managing data between CRM and marketing automation platforms especially when native connectors is a robust integration strategy. Vertify has API connectors to many CRM, ecommerce platforms and more with an easy to use interface that allows non-technical users to quickly stand up integrations and manage workflow automations.

Marketo can help cyber security companies keep their clients engaged even after the sale. Automated customer engagement campaigns can be used to provide relevant information and resources, such as tips for staying safe online or updates on industry news. By staying engaged with clients, businesses can build stronger relationships and increase the likelihood of repeat business.

One key we’ve seen from many clients in the security industry is the value of being able to nurture or track customers through a lengthy sales cycle. By keying off interactions in marketing automation, CRM and other data sets using near real-time connectivity customers flow in an out of campaigns based on each one’s unique journey.

Compliance with Security and Data Measures

In the cyber security industry, compliance with security and data measures is critical. Marketo can help businesses stay compliant by providing secure data management and privacy tools. Automated opt-in and opt-out processes can ensure that customers have control over their data, and automatic data encryption can protect sensitive information. By prioritizing compliance, businesses can establish trust with their clients and build a positive reputation in the industry. As marketing needs personalized data to maximize engagement it is critical that your solutions have the right security measures in place to collect, control and standard the data management process. Vertify can help you bring all your systems together securely.

Dynamic Personalization

There are several marketing automation strategies that have proven successful in the cyber security industry. These include:

• Segmenting email lists based on behavior and demographics to provide personalized content.
• Creating automated social media posts to increase brand visibility and engagement.
• Setting up automated email campaigns to keep leads and customers informed and engaged.
• Using chatbots to provide instant support and assistance to website visitors.
• Providing educational resources such as webinars and whitepapers to establish thought leadership and build trust with potential clients.

In conclusion, marketing automation tools such as Marketo and IPaaS platforms like Vertify are essential for cyber security companies looking to succeed in today’s digital landscape. Automating lead generation, sales, and customer engagement, businesses can save time and resources while improving their marketing effectiveness. By prioritizing compliance with security and data measures, companies can establish trust with their clients and build a positive reputation in the industry. Contact us to learn more about how we can help drive value for your business.