Cyber Tech Demand is Booming: Five B2B Tech PR Strategies to Capture It

The demand for cyber tech is surging as organizations grapple with escalating threats. 

Most (90%) cybersecurity and risk leaders expect budget increases this year as their companies race to bolster their defenses against an influx of AI-driven cyber attacks and other sophisticated schemes.

It’s prime time for cyber tech providers to capture this demand – but competition is fierce.

Here are five strategies to help cyber tech providers stand out and capture the growing demand for their offerings, based on our cybersecurity PR expertise.

1. Optimize for GenAI search.

Don’t risk getting boxed out of the consideration set! If your brand isn’t showing up in AI-generated responses, you risk becoming invisible when cyber tech buyers, who are actively looking for solutions, start their vendor research. Many cyber tech buyers now start their vendor searches with AI engines like ChatGPT and Gemini just as they would with Google or analyst firms. 

This change in how buyers shortlist software providers is driving an urgent need for B2B tech PR professionals and marketers to re-evaluate their brand strategies. These AI tools can be valuable lead generators for the providers that are quick to optimize their strategies for GenAI.

2. Focus on buyer-centric narratives.

Create stories and campaigns that speak to your buyer at various points in the sales cycle. For example, what type of narrative works best for a prospect that’s never heard of you before? What works best for a prospect that’s been sitting in your sales cycle for 12 months?

Knowing the answers to these questions requires an intimate understanding of your buyers and the trends and issues that drive your market. Work with sales, customer success and other teams that regularly speak with prospects and customers. Regularly monitor industry communities and trade media to keep a pulse on what matters most to your market right now. 

3. Leverage the media to drive awareness.

The cyber media landscape is vast and powerful. Traditional trade media offers valuable editorial opportunities to reach your cyber tech buyers. The mainstream and business press are constantly covering real issues facing your customers – ransomware, cyber breaches, major IT outages and more.

Breaking into these media publications is a great way to insert your brand into the conversation,  boost your credibility with potential cyber tech buyers and increase your chances of being top of mind as these prospects consider vendors.

But the traditional outlets are only part of the game these days. Today’s CISOs and B2B tech buyers are consuming media in a variety of new ways – from newsletters and niche blogs, Substack channels, podcasts, Reddit, Discord and LinkedIn News. Don’t overlook the non-traditional and independent media that influence cyber decision makers. Leverage all these channels to generate awareness, educate the market on your unique approach and establish your executives as thought leaders. 

4. Use data to fuel urgency.

Data captures attention! Integrate proprietary insights into your marketing and PR campaigns. This could be through branded indexes based on data from your platform or market surveys on hot topics where you source insight directly from your target audience.

Compile the findings into a branded research report and use the results for an integrated marketing and PR campaign. These campaigns, when executed correctly, generate a lot of press, leads and social engagement.

5. Let your customers shine.

Social proof makes selling 100X easier. But getting customers to participate in joint marketing isn’t always easy – especially for cyber tech providers. 

Part of the solution is understanding your customers’ marketing priorities and bridging their goals with yours to create mutual value. Think beyond the traditional case study to other ways you can involve your customers. Customers may be willing to share their experience on a third-party review sites (such as Capterra, G2 and Software Advice) which doesn’t always require corporate approval. Social media testimonials might be easier to get approved than a case study or press release. Non-promotional, joint media opportunities that build your customers’ brand alongside your own are a win-win. 

Ready to capture demand?

Standing out in the booming market for cyber tech requires intentionality, speed and aggressiveness. For more tips and to go deeper on the above strategies, check out our full report on cyber tech marketing. 

Eager to get going? Request a complimentary marketing consult to see how we can help you achieve your objectives.