Leaderboard · B2B software
Cybersecurity
Marketing plays for cybersecurity, ranked by votes.
Photo: panumas nikhomkhai
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1
Publish a public trust page with your SOC 2 and pen test summary
Create a dedicated trust page on your site listing your current compliance certifications, the date of your last third-party penetration test, and a summary of your data handling practices. Link a request form for the full report under NDA, and link this page from every pricing and security-related email.
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2
Write a plain language incident postmortem for any outage or breach
After any incident affecting customer data or uptime, publish a postmortem within five business days covering what happened, the timeline, the root cause, and the specific changes made to prevent recurrence. Send it directly to affected accounts by email before posting it publicly.
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3
Co-host a briefing with a managed security service provider partner
Identify two or three managed security service providers whose clients fit your ideal customer profile. Propose a joint 45 minute briefing on a current threat trend, with your product's relevant defense woven in as one part of the discussion rather than the focus, and split the invite list between both organizations.
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4
Run a private tabletop exercise webinar for security leaders only
Design a 60 minute tabletop exercise around a realistic incident scenario relevant to your product category. Invite security leaders directly by LinkedIn message and email, cap attendance at 15 to keep it discussion-based, and require a short application question to filter for genuine practitioners over vendors.
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5
Publish a detailed writeup of one CVE your product would have caught
Pick a recent, publicly disclosed CVE relevant to your customers' environment. Write a technical post explaining the vulnerability, how it could be exploited, and the specific detection or prevention step your product provides against that exact vulnerability class, with screenshots of the relevant alert or control.
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6
Request analyst-adjacent peer reviews from your renewal cohort
Each quarter, pull the list of accounts that renewed in the last 90 days. Send the security lead on each account a direct request to submit a review on an analyst-adjacent peer review platform, including a link and a two line reminder of the specific use case their team deployed.
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7
Send new admins a 30 day security hardening checklist by email
Build a five-email sequence for new admin accounts covering one configuration hardening step per email: enabling multi-factor authentication, setting up alert routing, reviewing default permissions, configuring audit log retention, and completing a first access review. Space the emails five to seven days apart.
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8
Start a private practitioner community for security leads only
Create an invite-only community channel limited to security leads at customer organizations on paid plans. Seed weekly discussion with a current threat trend or a policy question pulled from your support tickets, and keep vendor promotion out of the channel entirely.
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9
Equip sales with an answer sheet for top security questionnaire items
Pull your last ten completed security questionnaires and tally the most frequently asked questions. Write a one-page reference for sales and sales engineering with a pre-approved answer for each of the top five, reviewed and signed off by your security team, and update it whenever your posture changes.
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10
Offer a free exposure scan as the entry point for outbound outreach
Build a lightweight scan that checks a prospect's public-facing assets for a specific, narrow category of exposure your product addresses. Offer it free with no card required as the call to action in outbound emails and LinkedIn outreach, and have a security engineer walk through the results live rather than sending an automated report alone.
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