Cybersecurity is a growing concern amongst a lot of people and organizations because of how connected we are. This era of the “always-online” generation has aided in our development, but it also meant the emergence of security threats.

This has led to the growth of the cybersecurity market.

In this article, we explore the state of cybersecurity in 2020 and how vendors should strategize their efforts in securing leads.

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Companies Need Security

According to CNBC, a cyberattack can cost a small business $200,000.

In fact, the total damage that cyberattacks cost last year was $45 billion.

The lack of cybersecurity can quickly put a company out of business, and a lot of organizations have come to the stark realization that there is no way they will survive without it.

This mere fact has been driving the demand for cybersecurity infrastructure such as outsourced SOCs, increased protection systems, and consultants to help safeguard investments and data.

A lot of companies need data protection solutions and systems that stop hackers and attackers in their tracks.

Cybersecurity budgets have increased exponentially throughout the years, and this means that vendors have a lot of opportunities to sell new security solutions.

Automation is the Future

Securing networks and technological infrastructure generates a lot of data. Sifting through all of this data is both time-consuming and expensive due to the number of analysts that are required.

However, a trend is emerging in automating the data processing aspect of cybersecurity.

There is a demand for software that can collect, process, and react to the data to secure systems. This makes for a faster response time and efficient operations that cost less money to run.

For security operations centers, this could mean a reduction in workloads and faster and more intuitive security systems.

IoT Protection

We’re familiar with wifi capable CCTV cameras and the like, but as the number of IoT devices rises, so do the threats. There is a growing need to find adequate methods of securing IoT devices and providing holistic security, especially in home and office networks.

If 5G becomes an absolute reality, the need for protection services over the new communication channel combined with IoT will spike and create a demand for further protection solutions.

Privacy is Still a Major Talking Point

There might have been significant strides in privacy protections, but it still isn’t enough to satisfy even the average internet user. People are still concerned about their privacy, and even companies are worried about the subject.

There is still a lot of benefit to marketing directly to users and appealing to their need for better privacy and security online. However, even companies will want services that protect consumer data that is being hosted on their site.

For instance, email is a frequently used communication tool, but it can be an avenue for unscrupulous individuals to gain access to a network.

3.4 billion fake emails are sent each day, and phishing is not going away that easily.

There is a growing need to protect mailboxes, whether they are commercial or personal ones.

How Can Vendors Adapt to These Trends?

Taking these points into consideration is a good way for vendors to understand the market for cybersecurity in 2020. There is still a lot of opportunity for growth, which means that there is no shortage of new customers.

There are a couple of needs that still have to be met, such as affordable and simple solutions for companies that are on a tight budget and comprehensive cybersecurity solutions for smaller firms.

Since cybersecurity is reliant on identifying the different possible vectors of threats for different organizations, it still pays to adopt a targeted approach dependent on the needs of particular prospects.

For B2B applications, an outbound approach is still valid using the account-based marketing approach. This allows for highly personalized campaigns to meet the needs of different buyer personas.

1. Good Content and Digital Marketing is Still Relevant

Cybersecurity vendors still benefit from having a robust content strategy that is focused on educating prospects on the growing threats online. The reason behind this is simple: decision-making units (DMUs) still turn to quality content to learn about threats to their security.

Here’s what.

There’s a lot that the average person still doesn’t understand about cybersecurity.

The standard non-tech DMU will still pull up articles or guides that talk about cybersecurity, and it helps to be at the forefront of the educational campaign.

However, for them to find your content, it has to be optimized to rank higher than your competitors. It pays to have a prospect who’s reading about a topic about cybersecurity on your website than to have that person on your competitor’s.

Content that answers essential questions that are marketed and promoted across multiple channels are one of the best ways to convert new customers.

2. The Case Studies and Whitepapers Matter

Case studies and whitepapers provide the technical study into the application of cybersecurity, and it also provides evidence of its practical use in everyday business operations.

These types of studies help push the sale, especially for companies who are in search of actionable solutions that have already been deployed in real-world scenarios. Expert teams and help DMUs can also examine other technical details to come up with practical solutions to individual needs.

There is a lot of benefit to targeted campaigns given the trends of cybersecurity in 2020. Marketers have to continuously be on the lookout to tweak their outbound campaigns to ensure that lead generation is done right.



