Execweb

How to
Make
Cybersecurity
Sales
Key Insights for Cybersecurity
Marketers

Cybersecurity marketers struggle to connect with CISOs who seem unreachable.

This guide offers tips on how to bridge the gap. Learn effective communication
strategies, including email and phone etiquette, to engage CISOs. Discover how
to build lasting relationships and boost sales by understanding their needs and
preferences. Unlock the secrets to successfully reaching and engaging with
CISOs in the cybersecurity field.
THE CYBERSECURITY MARKET IS SOARING
BUT THE SALES ARE STUCK...WHY?

The global cyber security market size was

estimated at $221.7b in 2022 and is projected
to grow at a compound annual growth rate
(CAGR) of 12.3% from 2023 to 2030.

That’s a lot of money on the table, yet vendors

struggle to get sales. Why?
execweb.com 02
Cybersecurity vendors send generic emails
to CISOs introducing their solutions, and
then wonder why they don't get a response.

In high-ticket B2B dealings, such as those

between cybersecurity vendors and CISOs,
making a sale is nearly impossible without
a prior introduction or an existing
relationship. Being pushy in selling your
cybersecurity solution will only worsen the
situation for you.

execweb.com 03
 WHY CISOS ARE SKEPTICAL ABOUT
CYBERSECURITY VENDORS?
A survey conducted by Valimail found that CISOs are
skeptical of cybersecurity vendors due to unclear product
descriptions, ambiguous statistics, difficulty measuring
product effectiveness, and a lack of follow-through.

49% of the CISOs say that vendors share little to

no reliable information about their product
roadmaps, leaving them wondering how long
their products will be relevant in a rapidly
evolving cybersecurity landscape.

execweb.com 04
SO HOW CAN VENDORS EARN THE TRUST OF
SKEPTICAL CISO(S) AND MAKE SALES?
We've gathered valuable advice from cybersecurity marketing
experts that has consistently helped our clients navigate the
complex world of connecting with Chief Information Security
Officers (CISOs). These practical tips not only make it easier to
reach CISOs but also lead to real, measurable sales results.

1. No Cold 2. Get Introduced

Outreacch
Here is a fact: It’s hard to get
CISOs’ attention via cold calls.
These professionals are super
busy and don't like
interruptions or random calls.
Trying to cold call might get
you a quick "no" without a
chance to explain what you're
about. Plus, some vendors
end up on a "blacklist" that
CISOs share with each other,
and you definitely don't want
to be on that list! Cold emails
are another tactic to
approach CISOs, but they also
require personalization to
stand out from the crowd.
execweb.com
Through a Source
Trusted referrals build trust,
ease access, and set the stage
for a productive partnership. A
Chief Information Security
Officer (CISO) is more likely to
be open to meeting with a
cybersecurity vendor if the
introduction comes from a
trusted source. This not only
boosts your credibility by
showing someone vouches for
you, but it also helps you get
around any gatekeepers that
CISOs might have. Getting a
thumbs up from a credible
source builds trust and makes it
easier to connect directly with
the decision-makers.
05
 3. Value-Based
Pricing
Cybersecurity vendors often make
a common mistake in their pricing
strategy by focusing mainly on
recovering development costs,
aiming for a high return on
investment (ROI). A smarter
approach is to highlight the clear
value their products bring to Chief
Information Security Officers
(CISOs). CISOs prioritize solutions
that offer tangible value, making
investment decisions based on the
substantial benefits a product
provides rather than just protecting
against potential losses.

When devising their pricing strategy,

cybersecurity vendors need to
understand the value their solutions
bring to the table rather than merely
focusing on earning a good ROI.

-Awwab Arif
CISO at Bank of Hope

execweb.com 06
4. Practice Empathy, 5. Improve Virtual Sales
Not Salesmanship Call Proficiency

Empathy for your Online sales calls are crucial

audience, the "buyer,"
should drive your content,
messaging, and brand
personality. Vendors need
to stand in CISOs shoes.
They need to understand
that to buy their
cybersecurity solution a
CISO will have to get the
budget approved from the
board. So explain the
product in a way that
makes sense to the
stakeholders.
for cybersecurity vendors,
especially when working
with CISOs off-shore. To
improve your online sales
call proficiency, prepare
thoroughly, be clear and
concise, focus on the value
proposition, be responsive
to questions, and build a
relationship. Be mindful of
cultural differences, be
flexible with scheduling, use
reliable technology, and
follow up promptly.

You need to be prepared with

your sales pitch. Provide me with
your elevator pitch, because if
you can't articulate what you do
in three minutes (demonstrating
the value you bring to me), how
can I present that to my board
and secure a budget for it? Shawn M Mininger
(CISSP)

execweb.com 07
6. Drop the ‘Value Prop’ & Talk About What
CISOs Want to Hear
CISOs aren't interested in a sales pitch filled with flattery.
Instead, focus on addressing their pain points and
demonstrating how your product can provide real value
and solutions to their challenges. Make sure your pitch
resonates with the requirements of CISOs.

Hear what Personalize

their problem is your approach

Simplify your Focus on

tech knowledge long-term benefits

Don’t Be a
overcommit Trust Advisor

Forge connections, and solve

challenges. Shift from selling to
solving in cybersecurity.
execweb.com 08
7. Don’t 8. Avoid criticizing
Overcommit your competitors

Chief Information Security Trash-talking competitors is

Officers (CISOs) have
become skeptical because
vendors often fall short of
their initial promises. This
can be a risk to a
company's security and a
CISO's position. So, when
dealing with a CISO,
remember this vital lesson:
honesty is the best policy,
and transparency about a
product's authentic
capabilities is key. Building
a relationship based on
trust and delivering on
promises strengthens
vendor-CISO
collaborations.
unprofessional. CISOs are
inclined to collaborate with
vendors that show
professionalism, respect &
a dedicated focus on
problem-solving.
When vendors resort to
undermining their
competitors, it triggers red
flags for CISOs, prompting
them to question whether
the vendor's primary interest
lies in attacking rivals rather
than genuinely aiding their
clients. In an industry where
trust and collaboration are
paramount, such actions
can undermine the potential
for long-term relationships.

47% of respondents say that vendors

deliver on their obligations only half of
the time or less.

execweb.com 09
CONCLUSION
While these practices are foundational, it's vital to
acknowledge that there's no one-size-fits-all solution.
Start by actively listening to the specific business
challenges expressed by the CISOs. Customize your
solution and messaging based on these insights.
Remember that understanding your audience goes
beyond just the CISOs; it includes grasping the concerns,
technical expertise, and roles of other stakeholders.
Adjust your approach to resonate effectively with diverse
perspectives and needs.

execweb.com 10