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Organizations that embrace demand generation outperform their competitors who stick to traditional lead generation. This not only leads to higher long-term revenue growth but also prevents a trust crisis in the IT security sector. The traditional focus on lead generation often lacks the nuance needed to build trust in the security industry. The question is…

“We’ve seen your book all over LinkedIn,” Chantal Stekelenburg remarked when Bram de Bruijn, co-founder of Beyond Products, was a guest on the Angry Nerds Podcast. This comment captures the essence of the marketing campaign behind Security Innovation Stories, Bram’s book, which was launched in February 2024. The book, written by Bram and promoted by…

In cybersecurity, sales are primarily about building trust. A potential customer will only engage with you once they are certain that you are the cybersecurity specialist for them and that your solution addresses their problems or mitigates their risks. To reach that point, prospects need your guidance. But how do you offer them that helping…

We’re doing well, but there’s plenty of room for improvement. That seems to be the general message when looking at the innovation climate in the Netherlands – and across the European Union. While the European tech sector has a solid foundation, we continue to lag behind the United States and China, where the importance of…

Your website is your 24/7 sales channel. It’s the first impression of your cybersecurity solution. It shows what your product can mean for your potential customer and indicates for whom the solution is suitable—at least, it should. Unfortunately, we see many websites for cybersecurity solutions that completely miss the mark. That’s a shame, because if…

ICP stands for Ideal Customer Profile. An ICP is a description of the ideal customer that a business wants to target with its products or services. It is a detailed description of the characteristics of the customer who is most likely to benefit from the business’s offerings, and who is most likely to become a…

Sharing your expertise with your network without being asked. It seems to be quite a ‘thing,’ especially in the security industry. But why is that? When you consider your experience and expertise, what’s stopping you from sharing it with the rest of the world? Your network will only benefit from it. The idea is simple:…

The importance of pricing in the purchasing process is undeniable. Tenders focus on finding the best price-to-quality ratio, often heavily weighting lower prices. In the marketing mix, price stands alongside product, place, and promotion as a core component. Yet, many software companies opt to keep their prices off their websites. They worry about competitors seeing…

The turnover of marketers in the Netherlands is high. According to figures from market research agency Giant, the turnover is higher than in other professional groups: 29% of Dutch marketers found a new job in 2023, and they stay with the same employer for an average of 3.4 years. We certainly see this reflected in…

Even if you know your target audience well and your product is technically robust, customers won’t just come knocking on your door. By sharing your valuable cybersecurity expertise, they get to know your organization, build trust in you as a specialist, and the sales will naturally follow. Knowledge sharing is, therefore, a strong starting point…

What makes innovation in the security domain so difficult? And what is the reason criminals do succeed in innovation?

70 – 90% of new product launches fail… Why is launching new products/services such a challenge for companies?
And how do you increase the chances of success?

What makes a product marketing strategy future-proof? In this article, 10 trends to capture a competitive market position.