Demand generation for cybersecurity, written by people who respect the buyer.
Cybersecurity is the category most likely to be ruined by bad marketing. Fearmongering, jargon, "11 reasons your CISO is keeping you up at night". Buyers tune out fast. We do the opposite: technical depth, plain language, useful content, no scare tactics. The work is harder, the trust compounds.
What makes cybersecurity buyers different
Three things to understand.
They have seen every marketing trick. They get pitched daily. They have a strong filter for fluff. The first 5 seconds of any content has to earn permission to continue. Generic content is dead on arrival.
They are technical and respect technical depth. CISOs, security engineers, compliance leads. They want to know how the thing works, what it does not do, and where it fails. Polished marketing copy that hides those answers loses the deal.
The category is overcrowded. Hundreds of vendors per category, often dozens of look-alikes per problem. Differentiation has to be specific and demonstrable, not just brand. Show, do not tell.
Channels and content that work
And specifically what does not.
Technical long-form
Engineering blog posts, research write-ups, deep dives. Authored by named technical people on your team. The currency of credibility in this category.
Founder/CTO LinkedIn
Personal brand of the technical leadership. Posts that show how the team thinks, not what the company sells. Compounds slower than founder-led in SaaS but goes deeper when it lands.
Conference and event presence
Black Hat, RSA, BSides, regional security events. Not booth presence, speaking slots and panel participation. Earned authority over paid attendance.
Podcast appearances
The cybersecurity podcast circuit is small and engaged. A 60-min interview on the right podcast outperforms a quarter of paid media.
Original research
Threat reports, vulnerability research, market analysis. Get cited by the press. The single most leveraged content type in security.
Niche community presence
Specific Slacks (e.g. CISO Series, MacAdmins), Reddit's r/cybersecurity, vendor-neutral communities. Show up as a contributor, not a vendor.
What we do not do
Tactics that backfire in security.
No fearmongering. No "37% of breaches happen because" stats lifted from a vendor report. No "imagine the headlines if..." scenarios. The audience reads it as marketing and discounts it.
No gated whitepapers as a primary lead source. The leads are mostly vendor-curious, not buyer-ready. The conversion to opportunity is too low to justify the negative trust signal.
No SDRs cold-pitching the CISO with our product's features. We use SDRs to schedule technical conversations between your engineers and theirs. Different motion.
Where this fits
Specific category dynamics.
Good fit for
- Endpoint, network, application, cloud security vendors.
- Identity and access management.
- Compliance and audit tooling (SOC2, ISO, etc).
- Threat intelligence and SOC tooling.
- Security awareness and training platforms.
Less of a fit
- Pure consumer security (B2C).
- Hardware-only security (different sales motion).
- Security advisory or consulting (different revenue model, often founder-sold).
- Stealth-mode startups not yet ready to engage publicly.
FAQ
Yes. We have worked with security clients across endpoint, identity, compliance, and threat intel. We have a network of technical writers familiar with the category. We are not generalists pretending.
Where possible we surface the content from your engineering team via interviews and ghost-write. For deeply technical pieces we use specialist writers from the security industry. We do not let general copywriters near research-grade content.
We do not do it. The audience tunes out. We tell prospects who insist on FUD that we are probably not the right fit.
Cybersecurity compounds slowly. Plan for 9-12 months. Then it tips. Companies that hold cadence past 6 months see disproportionate returns later.
Demand Gen starts at £1,500/month, often paired with Lead Gen at £3,995/month. Cybersecurity-specific scope is in the same pricing band but typically requires a 6-month minimum.
Want to talk through your situation?
Thirty minutes with the team. We will pressure test your numbers, not pitch.
Book a strategy call →