Cybersecurity
Nothing happening is the product working. That's a hard sell.
RevThread markets security on risk and evidence, without trading on fear.
What this business is actually like
Security software sells an absence — the incident that did not occur — to buyers who face long procurement cycles, committee decisions and compliance requirements. Fear is the obvious lever and the one that damages credibility fastest with technical buyers, who have seen it used badly for years and evaluate on evidence instead.
Worth knowing: Discounting the first term permanently lowers the lifetime value the acquisition cost was justified against.
Where growth gets lost
Not generic marketing problems. The specific ways a cybersecurity business loses money it had already earned the right to.
Success is invisible by definition
When the product works, nothing happens, which makes demonstrating value harder than in any other software category and makes renewal conversations awkward.
The committee is larger than the champion
A technical evaluator may be convinced while security, legal, finance and compliance each need a different argument before anything is signed.
What marketing costs before anyone has sold anything
These are the ranges businesses are quoted when each piece is bought separately. Turn a line off to see what the stack looks like without it.
And then the advertising itself
- Cost per click
- $5.87
- Cost per lead
- $94
Median US search advertising for Business Services, the published category this business sits in — against an all-industry median of $67 per lead. Your market and competition move this considerably.
Then there are the hours every week spent briefing, reviewing and chasing it. And after all of it, the owner is still the one coordinating the marketing.
What actually convinces your customer
In order. This is what RevThread leads with for a cybersecurity, and it is not the same order as the business next door.
- 01Compliance certifications where verified
- 02Threat coverage described precisely
- 03Deployment model
- 04Named customers where permitted
- 05Independent validation where real
What changes
- Risk communicated without resorting to fear
- Material that serves every party in the decision
- Value made visible when the product is working
The parts of RevThread that matter here
Marketing Director
Decides what the business should be promoting this week, and why, based on the goal you set and what has already worked.
Content Lab
Writes posts, captions and creative in your voice, ready to review rather than start from a blank page.
Landing pages
Builds the page a campaign points at, so the click lands somewhere built for the offer.
Email
Once connectedDrafts campaign emails timed to what you are already promoting that week.
Campaign planning
You approve itBuilds the campaign — objective, audience, budget shape and the creative to run — so what you launch is a decision, not a guess.
See what RevThread would do for your cybersecurity
Tell us about the business and we'll look at it properly — what you're running now, what the numbers on this page look like in your market, and whether this is a fit.