rebranding
New look, same Beyond Products. Sharper than ever.
Didn’t quite recognize us for a second? That’s fair, a few things have changed. New branding, a sharper story, a stronger offering. But still Beyond Products: same team, same mission, same niche. Read on to find out why.
We didn’t need to reinvent ourselves. Our story just needed to be told more sharply.
That sharper story starts with something we see time and again. Companies talk about what their product does, while their buyer is looking for something entirely different: trust, certainty, peace of mind. The conversation is about functionality; the decision is about feeling.
Security is sold in features. But bought in certainty.
And that trust is exactly what’s scarce in cybersecurity. The buyer won’t just take your word for it. He asks his network, reads what AI says about you, and looks for proof. Trust isn’t built in a sales conversation, it has to already exist before you sit down at the table.
Meanwhile, the path to that buyer keeps narrowing. There’s more content than there is attention, and the channel landscape keeps shifting: a different algorithm, a different format, a different cost per click, every quarter. Channels change, algorithms change. What keeps your buyer up at night barely does. You can no longer build on reach, but you can build on relevance.
That’s why everything starts with understanding that buyer. Know what’s going on in his head, and you’ll land, whichever channel you end up in. And landing is the precondition for everything else: someone who recognizes themselves starts listening. Someone who’s listening becomes open to proof. That’s how you build trust, before you’re even at the table.
In this market, only one thing works: marketing that proves, instead of promises.
Fail to do that, and you’re firing buckshot. You don’t reach the right people, your story doesn’t land, momentum never builds, and leads go unclaimed. Marketing then costs a fortune and delivers little.
The companies we serve sell to the CISO. And that’s the buyer we know, from hundreds of conversations, year after year. We’ve invested in that since day one, and it’s the first thing we bring to the table.
Our new looks
Our old jacket had started to pinch, so it was time for something new. Something that keeps pace with our growth and does justice to our portfolio. And something that shows the relationship between Beyond Products & Security Innovation Stories.
From day one, we’ve been having conversations. That hasn’t changed. What has changed is what we do with them.
We always started with the buyer, never with the product. For years now, we’ve been talking to CISOs, CIOs, and IT directors with a research goal in mind. Qualitative interviews, backed up with data. By now we’re hundreds of in-depth interviews in, gathered on our platform Security Innovation Stories and in our annual research report ‘The State of Innovation in Security’.
The patterns from hundreds of conversations with security buyers feed straight into your positioning, proposition, and campaigns.
We speak the language of the market and know what security buyers say, what they’re unsure about, and when they’ll sign, or won’t. These buyer insights form the starting point of our services: Insights → Strategy → Services → Conversion. Simply because they’re the foundation for effective marketing.
Proof it works: Security Innovation Stories
What began as a way of working for Beyond Products, interviewing the market, has grown into a platform: Security Innovation Stories. Two brands that belong together, like one family. That was always true; the rebrand just makes it visible now.
Security Innovation Stories is the place to build authority, this is where the voice of the market is heard.
On this platform, we talk to CISOs, CIOs, and IT directors every day. That’s where our research comes from, and that’s where the authority the market can build on takes shape. Security Innovation Stories is more than the little sister brand: it’s the proof behind our approach.
SIS is independent, there are no paid publications, it’s purely editorial. And that’s exactly why it counts: the voice you hear is the market’s, not a salesperson’s.
Our conviction hasn’t changed.
In short, we’ve got a new look, but with the same convictions we’ve always had.
Same team, same seniority, same focus on IT and security. Same way of working that starts with a real conversation with your customer. What we’ve sharpened is how we tell it. And how we offer it.
Anja den Hertog
Co-founder Beyond Products & Security Innovation Stories
“Three years ago, we chose one niche and one conviction: you can only do good marketing once you truly know what moves the customer. Everything we’ve learned since has sharpened that conviction. And we wanted that reflected in who we are. This new look is what that feels like.”
