Be the Brand Customers Look to for Guidance and Solutions Through Rapid Cyber Security Change
Cyber security is the biggest challenge faced by 60% of IT leaders, according to research findings by The Channel Company. Cyber security is also where IT leaders say they need the most information to help them make buying decisions to help achieve their business goals.
Additionally, 80% of interactions between B2B buyers and sellers are expected to occur digitally by 2025 and B2B customers interact with sellers across 10 or more channels, up from 5 in 2016.
In this crowded, omnichannel marketplace, establishing your brand as a thought leader has become an essential element of cyber security marketing. Learn 5 quick strategies to build a thought leadership plan to connect regularly with IT decision makers and build confidence that your cyber security solutions are the right choice.
- Listen closely to pinpoint knowledge gaps
Pay attention to uncover the top cyber security questions, areas of interest, and knowledge gaps of your audience, customers, and partners. Here are some ways to better understand your audience and what to watch for:
• Note repetitive themes or concerns that arise during in-person conversations during events.
• When one of your eBook resources outperforms others, it contains information your audience wants to understand on a deeper level.
• Keep tabs on your social media networks for cyber security challenges your audience is facing.
This process may reveal an uptick in concerns about more stringent cyber security insurance requirements among your customer base, for example. Make note of these trends and take action quickly to provide helpful information on key topics and deliver high-quality content that clarifies how you help clients navigate this issue. - Weave compelling stories with original research and case studies
Customers appreciate when brands go the extra mile to understand their needs, stay ahead of the curve on trends, and bring new information to light. To demonstrate authority in cyber security through research, first identify the most pressing issues facing your audience and then conduct:
• Quantitative research with surveys, polls, or existing data
• Qualitative research via interviews and focus groups
Use analytics tools to interpret the results and uncover findings that stand out because they highlight an emerging pattern, re-confirm prevailing assumptions, or uncover new areas of concern or opportunity. You can then present these findings through captivating content such as eBooks, infographics, blog posts, and presentations during on-demand webinars or live events.
Sharing case studies and customer success stories is another way to confirm your leadership and credibility through compelling storytelling and proof of results. The best case studies are comprehensive, include customer quotes and data, and illustrate what was unique about your solutions and problem solving. - Engage with cyber security decision makers on social media
Staying active on social media demonstrates curiosity, expertise, and your commitment to best cyber security outcomes for all. Follow relevant topics, share valuable insights, and repost industry peers. You can also ask questions of your connections to start conversations or dig deeper. While consistency is important, over-posting can lead to people tuning you out. Posting three days a week and no more than five is a good cadence. - Connect with your audience through in-person and online events
In-person, live online events, and pre-recorded webinars are incredible chances to build relationships and become a go-to cyber security resource for tech buyers. Share your insights with a mix of industry and company-organized events, such as:
• Conference keynote speeches and panel discussions
• Workshops and ‘Lunch and Learns’ exploring trending topics
• Industry peer networking events
• On-demand webinars about a specific cyber security challenge
Remember the value of listening during events to uncover areas of concern or confusion, and to demonstrate agility and a growth mindset. - Consistency is the key to building trust
One-off, occasional pieces of content or event attendance isn’t going to be enough to build an audience or develop trust in your cyber security insights in particular. As with social, a steady drip that doesn’t overwhelm is best. Become a regular presence at industry events, share your viewpoint in blogs and eBooks, and contribute your expertise through industry publications. Soon enough tech decision makers will rely on your cyber security insights to support their business.
Increasing thought leadership clout is just one element of a well-rounded cyber security strategy. Read The Channel Company Cyber Security Marketing Guide for a holistic, omnichannel approach that drives brand awareness and engages tech decision makers at every stage of their buying journey.