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This week I look at cybersecurity sales, developer content marketing and monetization through a common lens: the importance of understanding and prioritizing your audience. – Anna

Bridging the gap between cyber security providers and buyers

Budget cuts brought on by the economic downturn have changed the priorities and thinking of chief information security officers (CISOs). As security professionals begin reporting to corporate boards, they need to understand how to do so and become more business-oriented than technical-oriented, says marketing expert Danny Wolf.

Woolf knows CISOs well; Having spent her career in B2B technology marketing, she started her own audience research agency, Audience 1, and spent months interviewing cybersecurity buyers for her podcast to help vendors understand their targets.

A key challenge now is for cybersecurity vendors to adapt to the new mindset of buyers — one that Wolf thinks will remain even after the market recovers. “Today’s vendors are adding more complexity to the security buyer’s job, and they don’t understand that simplicity is the goal.”

Simplicity, however, does not mean installing one device to replace all. Wolf told me that one of the main things buyers want to hear from a vendor is how well they’re integrating with their existing technology stack. “Because as a ruler, I cannot copy what I have now.

Understanding CISOs

Read Anna Haim’s piece first published on TechCrunch



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