Our big webinar push for a new firewall product totally bombed last month

We spent over $15k on targeted ads and email blasts for a live demo event. Only 47 people showed up from a list of 5,000 invites, and half left before the Q&A. I think the problem was we focused on flashy features instead of the specific compliance pain points our buyers actually have. Anyone else see a huge gap between what marketing pushes and what security teams really care about?

3 comments

3 Comments

jasonf172d ago

Man that's rough but honestly not surprising. My last company did the EXACT same thing with a cloud security tool, spent a fortune on ads about "next gen AI" or whatever. The actual security guys just wanted to know if it would stop their team from accidentally leaving an S3 bucket open. The marketing slides never even mentioned that.

grace892d ago

Wasn't there a big article about this last month? It was talking about how security software ads are all about fear and fancy words now. They said the real tools people use every day are boring, like just checking settings. But you never see an ad for something simple that actually works.

jana_hart182d ago

Look at the Super Bowl ad for that one security company last year. It was all lasers and robots, sure, but it got millions of people to at least think about security for a minute. The boring check-your-settings stuff doesn't grab anyone's attention, so nobody would buy it. Those flashy ads create the worry that makes a business owner go look for a real fix, even a simple one. The fancy talk is just the hook to start the conversation. Without it, most companies would just ignore the problem until it was too late.