by Casey Cheshire | March 12, 2026 | Blogs, Marketing
Cybersecurity is one of the most competitive industries in technology. Hundreds of vendors compete across categories like endpoint protection, cloud security, identity management, threat detection, and vulnerability management. Many of them offer overlapping...
by Casey Cheshire | March 11, 2026 | Blogs, Marketing
Cybersecurity marketing often starts with a simple assumption: security problems are universal. Every company needs protection. Every organization faces cyber risk. So it might seem logical for security vendors to create content that speaks broadly to “all...
by Casey Cheshire | March 11, 2026 | Blogs, Marketing
Cybersecurity companies often face a difficult early marketing decision: Should we target everyone who needs security or focus on a very specific audience? At first glance, broad targeting feels safer. Security is a universal need, and many vendors believe that...
by Casey Cheshire | March 11, 2026 | Blogs, Marketing
Cybersecurity startups face a unique challenge: they need to explain complex, technical solutions to buyers who are skeptical, time-pressed, and constantly bombarded with vendor messaging. The result? Many startups fall into messaging traps that make it harder to...
by Casey Cheshire | March 11, 2026 | Blogs, Marketing
The cybersecurity industry is one of the most crowded markets in technology. New startups launch every year, established vendors expand into adjacent categories, and nearly every company claims to offer better visibility, stronger protection, or faster threat...
by Casey Cheshire | March 11, 2026 | Blogs, Marketing
“Threat landscape” content is everywhere in cybersecurity marketing. Blog posts, reports, and webinars frequently promise to explain the latest threats organizations need to watch. Vendors publish lists of emerging risks, evolving attack techniques, and predictions...
by Casey Cheshire | March 10, 2026 | Blogs, Marketing
In the world of B2B marketing, few ideas generate as much excitement as category creation. The concept is appealing: instead of competing in an existing market, a company defines a new category and positions itself as the leader. In theory, this gives the brand a...
by Casey Cheshire | March 10, 2026 | Blogs, Marketing
Cybersecurity marketing often focuses on what companies want to say: product features, platform capabilities, industry awards, and competitive comparisons. But security buyers are evaluating something very different when they engage with marketing content. They’re not...
by Casey Cheshire | March 10, 2026 | Blogs, Marketing
Cybersecurity buyers are tired. Not tired of solving security problems. Those challenges are only becoming more urgent. What they’re tired of is the constant stream of vendor outreach, marketing emails, product demos, and promotional messaging competing for their...
