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Debate: Should cybersecurity marketing speak to fear or to practicality?
Last week at the RSA conference in San Francisco, a CISO told me he ignores any vendor email that starts with a breach story because he already knows the threats. He wants hard ROI numbers, not scare tactics. Which angle actually works better for closing deals in cybersecurity marketing: playing up the fear of a breach or focusing purely on operational efficiency?
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adamr141mo ago
Yeah @the_william, isnt that CISO basically the 1% while the rest of us are still putting out fires for scared mid-market teams lol
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the_william1mo ago
The RSA comment is a good example but I wonder if that CISO represents the average buyer or just the top 1% of mature orgs. Most mid-market companies I talk to still have a basic fear of getting hacked because they don't have a real security team. So here is my question for you: does the practicality pitch actually get you past the legal review stage or is it just better for the first meeting? Because I have seen fear-based emails get deleted immediately but also seen pure ROI pitches stall out when the procurement team asks about real risks. Which part of the sales cycle does each approach work better for?
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