sick of blending into the mesh with 1000s other vendors?

Cybersecurity marketing agency
that cuts through all the sh&^%

Standing Out Or Missing Out In 2024

Fed Up of Marketers Pretending to Know Cybersecurity

Whether you're the new kid on the cybersecurity block or a veteran in the industry, blending in with more of the same marketing won’t fill your pipeline.

That’s where we slide onto the scene. Envy has worked with scores of cybersecurity vendors, designing B2B digital marketing campaigns and RevOps infrastructure with a clear goal: standing out, dominating their ecosystem, communicating effectively with their prospects and, naturally, capturing those SQLs.

Our team of cybersecurity marketing pros comes armed with killer inbound, PPC, and RevOps strategies that actually work.

Do you identify with any of the following?

You’ve tried (almost) everything and are just not getting the traction.

Budgets are tight, competition is rife, SQL prices are stupendous…

You know you’re special, we know you’re special, but you’re not standing out to your target audience.

The marketing <> sales pipeline is not where your investors expect it to be.

Envy’s Staples For Successful B2B
Cybersecurity Marketing

It’s alarming how many cybersecurity companies fall into 2 camps:
1. Irritating CISOs and security analysts they most want to impress with firechasing marketing practices often packed with FUD.
2. Bland, immemorable marketing. Cramming in every single feature and using so many painful buzzwords beautifully presented on a blue or black background.

It’s a crime against cybersecurity marketing!

Envy leads cybersecurity vendors into the third camp. The successful one.

Not every cybersecurity marketing agency will tell you this but, to reach your goals, you’ll need to combine unique and engaging messaging, valuable content and strategic full funnel PPC efforts. Here’s what we mean.

Identify accounts &/or wider segments

Research and build target accounts list that meet the criteria of your ICP; Select the companies & contacts.

Keyword research

What your audience is searching for. Where your competition is ranking. Where’s the gap you can nab.

Messaging

Hone in on messaging around the ONE (yes, only one) pain point that your product solves for your ICP?

Full funnel content and paid campaigns

What type of content is needed to attract and navigate your audience through specific paid and organic marketing channels.

Build KPIs and measurement

Reports and dashboards are key; Tracking the campaign from kickoff to engagement and through to closed won.

Testing and optimization (always!)

A/B testing - PPC ads, landing pages’ creative, content and messaging throughout the funnel.

Enviable Messaging

Crafting the perfect cybersecurity message is more art than science. Don’t fall into the trap of feature or buzzword overload. Keep it simple and memorable.

Calculated PPC

PPC deserves a place of honor in every solid cybersecurity marketing playbook. When done right and planned as a full funnel experience, it opens up more insights into your target audience, helping you attract the right people on every channel to generate more SQLs.

Valuable Inbound Marketing

Variety is key. Embrace as many forms of content—blogs, videos, ebooks, podcasts, social media posts as you can. The real magic lies in delivering ungated, credible cybersecurity content that educates, cuts through the fluff and ultimately interests your audience enough to reach out to you.

Strategically split your B2B inbound content to focus on solving pain points and educating about your product, all while boosting SEO to drive that sweet organic traffic.

And when you’re ready to go one step further, ABM (Account-Based Marketing) gives your PPC strategy some serious muscle, letting you zero in on the leads that matter most. It's like having a secret handshake with the right people at the right companies.

Is Envy the Right Agency for Your Cybersecurity Marketing & RevOps?

With ~ 3,000 cybersecurity companies out there, the cybersecurity industry is as crowded as a Black Friday sale. It’s time to figure out how to be the big-screen TV everyone’s reaching for and it’s all about the people, processes and technology. Here’s what you can expect from working with Envy.

You’ll be working with B2B Marketing & RevOps pros who’ve helped scores of cybersecurity companies

Full funnel strategy that will drive SQLs and a healthy pipeline through inbound and paid campaigns

Messaging that will make you stand out and be the envy of your eco system.

A HubSpot that will show off your achievements with campaign tracking, stunning dashboards and reports.

If the above sounds like something that your organization can benefit from and you have the budget to get going, we should talk.

Watch!

Pick Your Poison. We Do It All.

Google Search Ads
Why not help people already looking for cybersecurity services (AKA high intent) find you? Refine keywords and target by audiences to increase traffic volumes.

X (Formerly Twitter)
You don’t have to like the channel, but it’s where your audience lives. Target based on keywords, tweet engagements, influencers, or tailored audiences to increase reach.

LinkedIn Paid Ads
Pinpointing your target market—by industry, company, position, and more—ensures your message hits the right people every time.

Google Display Network (GDN)
Nudge your audience with your ads across millions of (selected) websites, apps, and videos to keep them in the loop.

Reddit
If you haven’t tried Reddit yet, you’ll love it. It’s the perfect watercooler place for tech companies to find their ideal customer profile.

Facebook
Often not an obvious choice for B2B companies, Facebook allows you to reach a vast audience for brand awareness and works great for retargeting.

Cybersecurity Marketing FAQs

What are the most important metrics to track for the success of our cyber security marketing efforts?

You’ll want to set up and measure different KPIs depending on whether you run lead generation or brand awareness campaigns:

For brand awareness, look for parameters like reach (meaning how many people see your content), CTR (Click-Through Rate), number of impressions, views, clicks, and engagement;

For lead generation, pay close attention to CPL (Cost Per Lead), conversion rates from Leads to MQLs, SQLs, and then Opportunities; you also want to monitor the overall ROI.

When will we see campaign results?

As an experienced cybersecurity marketing agency, we recommend running your campaign for at least 3 to 6 months. Here’s why:

With a B2B product, any sales cycle is considerably long. You’ll spend a lot of resources preparing assets (like blogs, webinars, videos, ads and whatnot) that may or may not initially generate truckloads of leads, which in the end won’t convert.

You need enough time to be able to optimize your targeting settings, tone of voice in your content, and many other elements. A long buying cycle means that it takes time to measure or see results.

Rule of thumb is to generate an absolute minimum of 100-200 leads to see what’s happening with them further down the funnel.

The larger the budget, the quicker you should be able to measure effectiveness.

How do you effectively communicate complex cybersecurity concepts to non-technical audiences like CEOs and CFOs?

Cybersecurity marketing needs to translate technical jargon into layman’s terms, use visual aids like infographics and videos, and provide real-world examples to help non-technical audiences understand the importance of cybersecurity.

No disrespect, but ask ChatGPT to write an explanation for a 6 year old. It’s magic!

What’s the minimum budget for a successful campaign?

We won’t throw an arbitrary number your way, as it’ll greatly depend on your marketing goals and the overall positioning of your brand on the market. Let’s try to explain it differently.

Let’s say you have a monthly budget of $15k.

At least $3k will be spent on post-promotion, video promotion, retargeting, and document ads.

This leaves you with $12k for lead generation campaigns on LinkedIn and message testing.

If each lead costs $250, this budget will generate 48 leads. From these, you can expect to get between 4 to 8 MQLs (monthly). And even 8 MQLs monthly won’t be enough to accurately assess if your campaign is effective or not.

And that’s just for one channel while you should ideally be looking at multi-channel promotion to reach your audience where they live. Does that answer your question?

Do cybersecurity brands have to keep it serious, or can they lighten up a bit?

Cybersecurity brands can definitely shake things up with their tone of voice, as long as it fits their brand identity and clicks with their audience. Striking a balance between being serious and approachable usually hits the mark.

Client Flattery

Awesome companies we’ve helped grow.

Obviously it’s an amazing feeling, having a hug corporation such as Cisco acquiring a small startup from Tel Aviv. Envy did fantastic work with exposing us to the relevant Audience

Within months, we climbed up the SEO ladder to the first page of Google. Envy's Inbound and SEO Marketing Team is second to none.

It's hard to find an agency that can give you the time you need when you're resource-strapped. Envy was more of a partner than an agency. They were like one of the team.

We needed to achieve our goals and fast. Envy did that and more. We felt that we were working with experts who knew the big picture.

Unlike what you might expect when working with an external agency, working with Envy feels like working with any other one of our team members. It really feels like we’re one cohesive team.

Envy acts as an extension of our team. We’ve managed to bring in millions of dollars from our inbound leads. Our marketing strategist is amazing and really understands digital marketing.

Sasha, our account manager, implemented HubSpot at Nuvei from scratch, helped us in syncing it with Salesforce and has been working with the lead generation team daily. We feel like she is part of the Nuvei marketing team.

The team at Envy is an absolute pleasure: Truly professional, knowledgeable, responsive and fun to work with.

We worked closely with Envy to optimize our digital strategy. Their professional team was truly dedicated to the mission at hand from the very first day

Envy is my preferred agency for all things digital. Their deep involvement in our daily operations blurs the lines between our in-house team and Envy. It's a seamless collaboration that yields impressive outcomes.