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Defensive Marketing in the Era of Cybersecurity Featurization
Accelerating Threats from Companies Such as Microsoft, Amazon, and Google.
I spend a lot of time helping companies strategize about how they can leverage their marketing architecture, personnel, technologies, and tactics to fend off or conquer competitors big or small; established or nascent.
There are far too many cybersecurity companies with very underdeveloped marketing and sales frameworks who believe they can sell solely on the strength of channel partnerships and their relationships with managed security providers.
In a world where companies like Microsoft can simply copy and “featurize” (à la Scott Galloway ) an entire security solution and combine it with existing cloud-based solutions, cybersecurity companies should be very concerned.
Many cybersecurity companies are ceding valuable time and space to in-direct competitors who can become direct competitors in six months. Ideally, companies should be using this time to win the messaging and branding wars that will help them retain their clients and expand their market shares when their solutions are ultimately bundled into Amazon AWS, Google Cloud Platform or Microsoft Azure.
