Four Strategies to Capture Demand for Cyber & Risk Management Technology

Demand for cyber and risk management technology remains strong. In fact, nearly a third of companies (28%) have increased their risk management technology budgets. Gartner expects spending on security and risk management technology to increase at least 14% over last year. 

That growth isn’t surprising when you consider today’s threat landscape. Economic uncertainty, generative AI risks, heightened geopolitical risks, climate disasters, and doubling cyber attacks are prompting organizations to seek solutions that help protect against the influx of threats.

Here are four strategies to help cyber and risk management technology providers stand out and capture the growing demand for their offerings. 

1. Educate Through Content.

Eighty-three percent of organizations assert that content marketing is the most effective demand generation strategy. Your content should make your prospects smarter, speak to the problems you solve and how your approach to protecting their business is better than the rest. Don’t focus your content strictly, however, on what you think is important – source insights directly from your audience. Monitor online communities and the media, engage with industry forums, and involve external-facing departments in content planning discussions to ensure your content resonates with your buyers at every stage of the sales cycle 

2. Show Your Expertise.

Leverage the risk, cyber and compliance media landscape to establish your executives as thought leaders. Comment on critical industry topics to showcase your team’s expertise, build credibility with potential buyers and increase your chances of being top of mind as they consider cyber and risk management technology vendors. In addition, encourage your well-connected executives to regularly share your content and media coverage across their social networks and add their points of view. The more active your executives are, the more likely they are to get your message and content out in front of potential buyers.

3. Use Data to Fuel Urgency.

Data is a powerful tool for driving prospects to act. Run market surveys on hot topics. Aggregate and anonymize your platform data to show market trends and insights and tell an urgent story.

Releasing branded data-based reports regularly positions your company as the go-to source for a given topic and keeps the PR wheel turning. Reporters love data, so these types of campaigns lead to a lot of press, in addition to leads.

4. Leverage Generative AI for Efficiency.

Every marketer needs to be able to create smart content fast. Tools like generative AI  streamline content creation and help you get your assets out in the market faster. These tools won’t spit out a perfect draft, but they will give you a strong jumping-off point to elevate the story.  Remember to make AI-driven content your own – prospects want to hear from a person, not a bot.

Ready to Capture Demand?

Standing out in the booming market for cyber and risk management technology requires intentionality and agility. For more tips, check out our full report on cyber and risk management technology marketing. 

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