RSA Conference 2018: Security Marketer’s Perspective from Avecto

David Bowker

As our clients head to San Francisco for RSAC 2018, many of them took time to share with PAN what they’re anticipating and prioritizing for the event. Through this series of blog posts for PAN, they glean their observations on trends and how to stand out this year.

RSA security Nestled in the heart of Assembly Row, Avecto is a global leader in endpoint privilege management, protecting more than 8 million endpoints. As the company reaches its 10-year anniversary, their mission remains the same: stop cyberattacks without stopping employee productivity. 

Ahead of RSAC 2018, Avecto’s CMO Robin Saitz shared a few trends she is seeing in security marketing:

For marketers, reaching target audiences in the security space continues to be a challenge. Our audiences, for example, are more likely to be wary of providing their contact information to a vendor. Additionally, GDPR and related regulations that govern how marketers communicate with their target audiences are leading marketers to get creative in the ways in which they connect with security professionals. Therefore, it’s key to provide the right content that security professionals value, in the format they prefer, and through the channels they frequent. Watering hole studies can help marketers identify key content/asset types, such as videos, whitepapers, blogs and webinars; outlets, like social channels, media channels and industry events; and influencers, including analysts, bloggers, and reporters that appeal to target personas by industry and geography. This market intelligence can then be used to inform marketing strategy and tactics, resulting in higher ROI and less wasted resources.

Proof points are vital in any marketing program. In the security market, it’s much harder to get happy customers to provide testimonials to back up company claims, because they do not want to expose which vendor solutions they are using. Anonymous endorsements, independent review sites, private references, industry awards, analyst referrals, and primary research are the best sources of proof points for sales and marketing to use in their go-to-market efforts.

As marketing leaders, we are experiencing a fundamental shift in the security landscape. To come out on top, we need to continue evolving with the market and always be one step ahead when it comes to identifying relevant, personalized content.

Interested in learning more about PAN's security expertise? Discover the PAN Way here.

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Topics: Customer Experience

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