So, you’ve got a brilliant cybersecurity product, and you’re ready to take on the world, or at least fend off the growing number of cyber threats lurking behind every click. But how do you scale your cybersecurity business without getting lost in the complexities of growth? Especially when it comes to software, it’s not just about having great tech. You need strategies, partnerships, and efficient processes.
This article will cover key strategies, along with practical tips and tools, to help you scale your cybersecurity business effectively.
1. Focus on People, Not Just Technology
Your technology may be top-tier, but at the end of the day, it’s your clients and partners who drive your growth. A successful cybersecurity business hinges on how well you connect with the human element behind every interaction.
Make Cybersecurity Training Engaging
- Tip: Incorporate gamification to turn training into a fun and memorable experience. This will help your clients take cybersecurity more seriously, while also making it more enjoyable.
Keep Clients Involved and Informed
- Schedule regular check-ins to ensure clients are getting the most out of your tech. Tools often go underutilized because users aren’t aware of all their features or benefits.
- Humanize your interactions by sharing real-world examples like phishing scams or near-misses that were successfully avoided due to proper security measures.
This builds trust and demonstrates the value of your services.
2. Build Real Partnerships for Long-Term Success
Scaling a cybersecurity business without help can be challenging, but you don’t have to go it alone. Building strong partnerships can expand your reach and create a support system for long-term growth. Craig Sandman, CEO of Symbol Security and one of our long-time partners, extensively explored this point in the latest episode of the B2B Academy Podcast. Before tuning in, here are some actionable strategies that could help your business establish partnerships that will drive growth:
Offer White-Label Solutions
Develop white-label solutions that your partners can offer directly to their clients. This way, they leverage your technology while expanding your brand’s reach, creating a mutually beneficial partnership.
Keep Partners Engaged
- Offer Incentives: Keep partners committed by offering incentives such as exclusive access to new features, additional training, or even early product launches.
Educational Content: Go beyond just selling your service—help your partners succeed with their clients. Share case studies and success stories that your partners can use to educate and win over their audience.
3. Think of Cybersecurity as a Continuous Process, Not a One-Time Product
When it comes to cybersecurity, nothing is ever “done”. Cyber threats constantly evolve, and your solutions should too. Instead of selling one-time solutions, position your business as a provider of ongoing services.
Embrace Subscription Models
Implement subscription models to keep clients engaged for the long term. This not only generates consistent revenue but ensures that clients see you as a reliable partner in their ongoing security efforts.
Deliver Value Continuously
- Practical Advice: Rather than selling a single, static product, offer a package that includes regular updates, continuous support, and employee training. This encourages long-term client relationships built on trust.
- Use regular touchpoints like quarterly audits, phishing simulations, or annual reports to keep clients informed of how your services are helping them stay secure.
4. Make Marketing Part of Your Growth Plan from Day One
The best product in the world won’t sell itself. Marketing your cybersecurity service requires more than just ads or email campaigns. It’s about educating your audience and building trust.
Educational Content is Your Secret Weapon
Cybersecurity isn’t a product that customers buy on impulse. Most businesses aren’t entirely aware of how exposed they are to threats, or they underestimate the risks. That’s where you come in. Instead of selling features, sell the why.
- Create content that educates rather than sells. Think blogs, white papers, case studies, and webinars. These aren’t just “extras”—they’re the backbone of your marketing strategy. The more you educate, the more you build trust.
- Focus on pain points: Are your clients small business owners? Address how smaller companies are often seen as easier targets for cyberattacks. If your clients are in finance or healthcare, create tailored content that speaks to their specific compliance and security needs.
- Use tools like HubSpot or Mailchimp to automate your content distribution. Once you have an educational blog post or a case study ready, these tools can help you send it to your target audience automatically, with follow-ups based on engagement.
SEO: It’s a Long Game, but It Pays Off
While it may seem like everyone knows the importance of SEO, many cybersecurity companies don’t prioritize it enough. SEO isn’t just about keyword stuffing—it’s about making sure your educational content and solutions show up when businesses are searching for answers.
- Use long-tail keywords that reflect how your clients think. Someone searching for “cybersecurity” may not be looking for your solution, but someone searching for “how to prevent ransomware attacks in small businesses” probably is.
- Think about the questions your potential clients are asking and answer those questions with blog posts, guides, and articles. Google rewards informative content that solves problems.
- Tools: Platforms like Ahrefs, SEMrush, or Moz can help you identify the most effective keywords and track the ranking of your content.
Webinars: The Personal Touch at Scale
For B2B cybersecurity, webinars are like your best friend. Why? Because they give you a chance to talk directly to your audience in real-time, answer their questions, and position yourself as an authority. Plus, they scale really well. You can educate dozens or even hundreds of prospects in one go.
- Host a monthly webinar focusing on specific cybersecurity topics—anything from “How to Train Your Employees to Avoid Phishing Attacks” to “Best Practices for Data Security in Remote Teams”. These sessions should be educational first and foremost, with a brief mention of your product or service at the end.
- Keep it interactive: Encourage Q&A sessions, take polls during the webinar, or present real-life scenarios for participants to solve. This keeps the audience engaged and helps you gather insights into their needs.
Use LinkedIn to Build Thought Leadership
While SEO and content are crucial for long-term growth, you need to tap into LinkedIn for your short-term wins. And it’s not just for posting updates about your company. LinkedIn is the perfect place to build your personal and business brand as a thought leader. If this part of your social media strategy needs a refresh, you can join our upcoming free course LinkedIn Sales: Organic and Paid Strategies. This course will focus, amongst other topics, on helping you:
- Share valuable insights regularly: whether it’s articles on recent security breaches, tips for preventing cyberattacks, or commentary on cybersecurity trends. For example, post weekly on LinkedIn with tips like “3 Common Phishing Tactics to Watch for in 2024” or “Why Every Company Needs a Cybersecurity Plan Before They Need a Marketing Strategy”.
- Get your leadership team involved: When your CEO or CISO posts articles or comments on relevant cybersecurity issues, it boosts credibility for your entire business. Encourage your team to share these posts to extend your reach.
There’s no one-size-fits-all solution to scaling a cybersecurity business. It’s a combination of strategies, automating what you can while keeping human relationships at the forefront. Whether you’re gamifying training, building strong partnerships, or creating educational marketing campaigns, the key is to stay flexible and continuously deliver value.