Articles

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…

De uitdaging voor 2025 is duidelijk: Onderscheid jezelf – of verdwijn in de massa. Het internet barst van de me-too content, en AI maakt het er niet beter op. En dat is niet alleen maar slecht nieuws, vind ik zelf. Want de noodzaak tot het maken van écht goede content was nog nooit zo groot….

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…

Marketing Strategy 2025 for Security & IT Growing your business in 2025? Trust and confidence are the key words. Written by: Michelle Wols Marloes van Vliet In March 2020, during the first COVID-19 lockdowns in Europe and the US, “Zoombombing” emerged as a shocking example of the vulnerability of digital workplaces. This incident marked the…

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…

Almost weekly, I speak with CISOs for Security Innovation Stories. We ask them about industry challenges and discuss innovative solutions. One thing that comes up time and again is jargon, fluff, and buzzwords. Or as one CISO said, “What is actually so ‘extended’ about your XDR solution?” CISOs are therefore asking for clear—and especially honest—positioning…

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…