You build technology that protects banks, governments and critical infrastructure. Yet buyers shortlist the names they already know. We help cybersecurity, threat intelligence and deception technology companies become the vendor that comes to mind first, and the answer AI tools give.
The cybersecurity programme at a glance
Built for
MDs, founders and CMOs of cybersecurity, threat intelligence and deception technology firms
Starts with
A brand and AI visibility review
Covers
Positioning, vertical ABM, AI visibility and content
Led by
Marketers with global cybersecurity, threat intelligence and deception technology experience
Measured on
Pipeline from the accounts you chose to win
Cybersecurity is one of the hardest categories to market. These are the patterns we see most, and what the research says about them.
70% of senior IT and security decision-makers say it is getting harder to see how vendors stand out in a meaningful way (Vanson Bourne, 2026).
52% of enterprise security buyers say vendor messaging lacks technical depth (Ponemon Institute and NOLA Marketing, 2026).
71% are less likely to consider a cybersecurity vendor they have not heard of (Vanson Bourne, 2026).
97% of buyers expect clear, credible proof much earlier in the decision process (Vanson Bourne, 2026).
Across B2B, the path from first marketing touch to closed revenue averages 272 days and the typical deal involves 10 stakeholders (Dreamdata, 2026).
Over a third of enterprise security buyers now use AI in product selection, from chatbots to RFP drafting (Ponemon Institute and NOLA Marketing, 2026).
71%
of senior IT and security decision-makers are less likely to consider a cybersecurity vendor they have not heard of.
Vanson Bourne, How Brands Know, 2026. 300 senior IT and IT security decision-makers in the UK and US.
Buyers do not start with a feature comparison. They start with the names they already trust. Being unknown is the costliest place to be in cybersecurity.
Regulation is turning cybersecurity from an IT purchase into a board responsibility. These are the shifts we see shaping which use cases buyers fund. This is a marketing summary, not legal advice.
EU member states had to turn NIS2 into national law by 17 October 2024. Most missed the date and the Commission has been pressing them since. The rules reach energy, transport, banking, health and digital infrastructure, so far more buyers now have to prove their security.
Since 17 January 2025, EU banks, insurers and investment firms, and the technology providers that serve them, must show how they manage ICT risk, report incidents, test resilience and control third-party risk. If you sell to finance, you are part of that conversation.
From 11 September 2026, manufacturers of products with digital elements must report actively exploited vulnerabilities and severe incidents. That means an early warning within 24 hours and a full notification within 72 hours.
US public companies must disclose a material cyber incident within four business days of deciding it is material. In Australia, in-scope businesses must report a ransomware payment within 72 hours, and that rule has applied since 30 May 2025.
Security buyers are technical, sceptical and short of time. Our team has marketed cybersecurity, threat intelligence and deception technology to buyers around the world, and we know what each audience needs to see before it trusts you.
Need your core story first? Start with GTM & Brand Strategy
Cybersecurity
When every vendor says AI-powered and zero trust, the one with a clear point of view wins the attention.
Threat intelligence
Intelligence is hard to see before an incident. We make its value clear to analysts and to the board.
Deception technology
Breaches take an average of 241 days to identify and contain (IBM, 2025), so earlier detection is a story worth telling well.
Start with one or combine all three. Each is built around the pipeline you want from the accounts you chose.
Find the claim only you can make. We sharpen your category, ideal customer, message and proof, so buyers can tell you apart in seconds.
Choose the industry where you can win, then go deep. Named accounts, a story built around that sector’s regulation, and content, advertising and sales plays working together.
Be the vendor AI tools find and describe correctly. Clear company pages, research others cite, structured answers and a content plan that builds authority over time.
Account-based marketing works when you stop talking to everyone. Pick a sector, learn how its regulators and boards think, and speak to a short list of accounts in their language. Banking, investment and financial services is a natural first vertical, and the same method works for government, critical infrastructure and healthcare.
Why financial services
Financial services breaches cost an average of $5.56 million, second only to healthcare (IBM, 2025). Its buyers are regulated, risk-aware and listening for proof.
Plan your vertical programmeBuilt on our Labyrinth Method, with a clear output at every stage.
Weeks 1 to 2 · Discover
Where you stand with buyers, analysts and AI tools.
Weeks 3 to 4 · Design
Positioning, proof and a target account list agreed with you.
Months 2 to 3 · Systemise
ABM plays, research content and AI-ready pages go live.
Ongoing · Optimise
Account engagement, pipeline and AI visibility, reviewed every quarter.
Each takes a few minutes to test. The answers tell you where your next quarter of marketing should go.
Cover the logo on your homepage. If a buyer could not tell you from three competitors, your brand is not doing its job. 70% of buyers say vendors are getting harder to tell apart (Vanson Bourne, 2026).
Ask the main AI assistants who leads your category and what you do. Over a third of enterprise security buyers use AI in product selection (Ponemon Institute and NOLA Marketing, 2026) and 26% say AI-generated recommendations helped build their trust in a vendor (Vanson Bourne, 2026).
42% of buyers say vendor content helped build awareness and trust (Vanson Bourne, 2026), yet 52% say vendor messaging lacks technical depth (Ponemon Institute and NOLA Marketing, 2026). Research and proof turn content into evidence.
Something else on your mind? Ask us directly
It helps security vendors stand out, reach the right buyers and earn their trust. That covers positioning, messaging, brand, content, account-based marketing, AI search visibility and the reporting that links them to pipeline.
We start with the buying committee and the pressure it is under. Rules such as DORA in the EU and incident disclosure in the US mean buyers need evidence, third-party assurance and clear answers about incidents. We then build an account-based programme around that story for a named list of institutions.
Yes. Our team has marketed cybersecurity, threat intelligence and deception technology brands, and we know how to explain value that is hard to see before an incident.
Over a third of enterprise security buyers use AI in product selection, including chatbots, AI overviews and RFP drafting (Ponemon Institute and NOLA Marketing, 2026). Vanson Bourne found that 26% say AI-generated recommendations helped build awareness and trust (2026). Being named and described correctly in AI answers now matters alongside ranking on Google.
We work with your technical and legal teams, source every statistic and avoid claims you cannot evidence. Security buyers check, so accuracy builds trust.
Yes. Many security vendors sell through partners, MSSPs and resellers. Our partner and channel marketing work covers joint value propositions and MDF-funded campaigns.
With a brand and AI visibility review. We look at how buyers, analysts and AI tools see you today, then recommend the programme that closes the biggest gap. You can read more about our AI search work first.
Vanson Bourne, How Brands Know, 2026. 300 senior IT and IT security decision-makers in the UK and US.
Ponemon Institute and NOLA Marketing, State of Cybersecurity Marketing Influence, 2026. 320 enterprise cybersecurity decision-makers.
Dreamdata, LinkedIn Ads Benchmarks Report, 2026.
IBM, Cost of a Data Breach Report, 2025.
European Commission, NIS2 transposition and Cyber Resilience Act reporting.
DLA Piper, Application of the Digital Operational Resilience Act, 2025.
Hunton Andrews Kurth, SEC finalizes cybersecurity disclosure requirements, 2023.
MinterEllison, Mandatory ransomware payment reporting obligations in force, 2025.
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