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Things are changing in the cybersecurity space. We want to help Webroot future-proof its demand generation and expand to new markets.

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Market Trends Affecting the Cybersecurity Industry

The events of 2020 changed the way we live and work, and no change has been more obvious than the increased reliance on the Web. While this benefitted many companies by allowing them to continue operating through COVID, it highlighted the importance of more sophisticated cybersecurity solutions.

We took a look at the most significant shifts over the last twelve months, and how they affect the way cybersecurity companies need to approach these new high-demand markets. Here's what we found.

The Industry Trends

With many companies shifting to WFH models, cybercrime has increased by 600% since the beginning of the pandemic.

As 5G networks roll out, the number of connected IoT devices will expand, drastically increasing networks’ vulnerability to attacks.

As larger companies increase their security, cybercriminals are refocusing their attacks on less protected mid-market companies.

So, what does this mean for cybersecurity companies?

Cybersecurity companies face a growing need to educate new customers on the ever-evolving threats that exist, and they must communicate clearly how their solutions can help address these timely issues.

Solutions To Consider

Brand Positioning & Awareness

It's important to position your solution as one that offers superior protection and reliability, especially to prospects who have never faced these types of threats before.

Marketing strategies such as content syndication, programmatic advertising, and SEM will enable your company to get in front of niche, qualified audiences without wasting budget on non-relevant eyeballs.

Content Strategy, Creation & Deployment

Create personalized, interactive, and informative content experiences that educate customers on threats and how your solutions can help keep them safe.

This content should also show them how implementation will take place so they can see the ease of a rollout. These concepts can be conveyed through interactive infographics and explainer videos.

Account-Based Marketing & Lead Generation

Build upon your current marketing strategy using approaches that are geared toward helping you quickly cut through the noise and break through with the right decision-makers at the most qualified accounts.

The formula for success is using a tiered ABM approach to attract these accounts and nurture them with the right cadence of relevant content touches using automation.

CSI

Who We Are — And How We Can Help

The CSI Group is a leading independent B2B demand marketing and creative agency with over 25 years of success. We ideate, create, deploy, and measure campaigns that span across digital and physical landscapes, expanding brand and product recognition and driving revenue.

Did you find this content helpful? Got questions?

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The CSI Group

160 Summit Avenue, Suite 200
Montvale, NJ 07645

Phone: (201) 587-1400
Email: hello@thecsigroup.com
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