Cybersecurity Has a Credibility Problem
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Unlike the main leaders in Cybersecurity today, most rivals are failing to learn from the mistakes of the past and repeating doomed playbooks. In this fast paced, AI fuelled era, the time for mediocrity and a lack of differentiation is over. Simply copycatting your peers, cloning messaging, making spurious claims, is negatively impacting customers and damaging your firms ability to generate revenue, accelerate growth and scale to your ultimate outcome !
Did you know:
- There are now over 3,500 cybersecurity vendors in play today. AI is accelerating the speed at which new players come to market. The sector is getting very crowded.
- Over 91% of Cyber economic buyers are unable to differentiate based on product and capability alone? They are totally confused about what differences really exist between vendors? (new or established).
- 58% of SaaS cyber firms fail in the first few years. This number will increase. Most do nothing to help stand out and be differentiated but simply copy their peers.
In his keynote presentation, Conor Coughlan, the cyber "CMO of the year" outlined some pointed, controversial truths about the cybersecurity industry & changes firms should make. The good news is it is all solvable. In his session Conor outlined:
How you should be positioning your SaaS business. Why building brands that cut through the noise (with both authenticity and measurable impact) has a real impact on your bottom line. What successes and mistakes other cyber SaaS houses have had ! Why marketing is the strategic force that defines company trajectory in the digital age. What should modern B2B marketers, founders and GTM leaders do in order to win and why !
Live keynote recording
If you would like to view his keynote presentation from Cyber Marketing Con then click here: https://events.hubilo.com/cybermarketingcon-2025/sessions. You will need platform access to watch the full recording.
Additional reading & insights
If you are scaling a Cyber SaaS firm, would like to get some practical insights into best practice and how you can scale your business, then check out these alternate pieces:
- Key SaaS Growth Inflection Points: The Road from $20M ARR to $1B ARR (Part 1)
- Key SaaS Growth Inflection Points: The Road from $20M ARR to $1B ARR (Part 2)
- The Go-To-Market Interlock: Why Sales, Marketing & Customer Success Are All Part of the Same Team
The Cyber Marketing Society
If you are a founder, CRO, CMO and/or GTM practitioner, operating in Cyber and would like to join an association of your peers, then he strongly encourages you to join the Cyber Marketing Society (membership is currently Free), learn more here: https://www.cybersecuritymarketingsociety.com/ or speak to Gianna Whitver and Maria Velasquez 🇲🇦 who can help with any related questions etc
Master presentation deck
A free copy of the master presentation is available to download. If you would like a copy of his master proceedings, he has uploaded it to SlideShare — you can view and download it from here. The direct URL is: https://www.slideshare.net/slideshow/keynote-the-modern-cmo-architect-of-growth-guardian-of-credibility/285336292
If you'd rather reach out directly with questions about the deck or the talk, connect with Conor on LinkedIn — there may be a delay in response times, but he will endeavour to come back to you.
More about the speaker
You can also check out his LinkedIn profile, or explore the rest of this site for a more comprehensive overview of his background, expertise and skills.
Additional reading & insights
You may desire to review these strategic content pieces, as they are very much focused on scaling businesses and optimizing GTM functions. Here are some additional blog postings you can read, which may help you de-bunk key myths, fallacies and falsehoods that relate to B2B SaaS Sales, Customer Success and Marketing:
Hopefully you find the above to be worthwhile and of assistance. If nothing else, they will give you 'food for thought'.
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