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How Cybersecurity Marketers Can Position for Future Threats
Read the Room: What’s Changing?
Cyber threats are shifting in ways that are harder to anticipate. Deepfakes, synthetic identities, insider threats, and geopolitical cyber operations are all part of today’s attack landscape. But here’s the thing: CISOs already know the threat landscape changes constantly; they don’t need another fear-based marketing campaign telling them what should be keeping them up at night. They need clarity on which changes matter—and how to respond effectively.
One way to provide that clarity is by connecting emerging threats to tangible, real-world consequences. Take vishing, for example. Just a few years ago, you could trust the voice on the phone. Not today. Vishing attacks jumped 442% in the second half of 2024, thanks to scammers adopting deepfake technologies. Vishing became the new attack surface—and a river of scammers started exploiting it in all kinds of new ways.
Vishing introduced a new corporate pain. Suddenly, companies offering solutions to the problem were in demand. A new market was born. So if your company reduced the attack surface of vishing, and you successfully marketed it that way, you’d have a stream of new customers.
When you’re marketing cybersecurity, your job is to frame reality—and help your customers understand what these shifts mean for them.
Market Your Threat Control
One of the biggest mistakes in cybersecurity messaging is failing to connect the dots. Too often, marketers chase the biggest headlines instead of asking a more strategic question: what does our product actually influence? Security is a game of constant adaptation between attackers and defenders. Your messaging should show how your solution shifts the balance—making life harder for attackers and easier for defenders.
Start by asking yourself:
- How does our product reduce the attack surface?
Does it address insider threats, improve identity verification, eliminate vulnerable endpoints, or support IAM best practices?
Example: “Our product increases real-time monitoring of access to connected devices to reduce unauthorized entry.”
- How does it improve the customer’s security posture?
Does it decrease detection time or speed up remediation?
Example: “Our product reduces dwell time and slows breakout speed.”
Let’s return to the vishing example. A company under attack might approach the problem differently depending on what they’re trying to protect:
- Are attackers stealing credentials to access sensitive systems?
Solutions might include employee training and IAM best practices. - Are vishers attempting to reroute payments or steal funds?
You might offer enhanced payment verification workflows or social engineering awareness training. - Is verifying the caller’s identity the top concern?
Then real-time voice or biometric authentication is key.
As a marketer, your role is to clearly link your solution to the specific threat your buyer is trying to control. Don’t just sell the threat—sell the CISO’s ability to control it.
Sell Resilience
Resilience is the ability to absorb an attack and bounce back fast. Security isn’t static—what’s secure today might be a liability tomorrow. (Remember when voice communication felt safe?) New technologies regularly upend old assumptions.
CISOs don’t buy products out of fear. They invest in solutions that:
- Make security manageable – Does your product simplify complexity, or add more overhead?
- Enable faster, smarter decisions – Are you delivering actionable intelligence, or just another dashboard?
- Accelerate business – Can your solution turn security into a competitive advantage, not just a cost center?
Always connect your product’s features to the outcomes CISOs care about. For example:
“Real-time voice biometrics flagged an anomaly in an executive’s voice—stopping a vishing attempt to reroute an invoice payment.”
Final Thought: Know Yourself. Know Your Market. Know the Future.
CISOs aren’t just technical leads—they’re business leaders. They think in terms of risk, impact, and resilience. So why position yourself as just another cybersecurity vendor, when you can help your customers take control of their future?
Ready to sharpen your messaging and connect with CISO buyers on a deeper level?
Schedule a free 30-minute messaging assessment with me and Aventi Group.
In this session, we’ll:
- Pinpoint where your current messaging resonates—and how to elevate it
- Offer practical tweaks to align with resilience-focused, buyer-centric messaging
- Provide a roadmap for immediate next steps
I bring 15 years of experience in strategic foresight, with 8 years focused specifically on the future of cybersecurity. The Aventi Group has helped hundreds of companies fine-tune their messaging, including dozens of cybersecurity firms. This is a low-commitment way to see real impact.
Interested? Contact us—and let’s supercharge your messaging together.
