July 20

6 Ways to Help Cybersecurity Resellers Reach Non-Proactive Customers

By Donnie Henderson

July 20, 2023

In the ever-evolving landscape of cyber threats, proactive measures are essential to maintain robust information security. However, many organizations still lag, failing to update their cybersecurity technology and practices. As a Cybersecurity Reseller, you face the challenge of reaching these non-proactive customers and convincing them to prioritize their security. At our B2B Marketing Agency, we understand your struggle and are here to help. In this blog, we will explore how our expertise in marketing can assist you in effectively reaching and educating non-proactive customers about the importance of updating their cybersecurity technology and practices.

1. Understanding the Non-Proactive Customer Mindset

Non-proactive customers often lack awareness or have misconceptions about the potential risks and consequences of outdated cybersecurity practices. They may underestimate the impact of cyber threats or perceive security updates as unnecessary expenses. By understanding their mindset, you can tailor your marketing approach to address their concerns, debunk myths, and highlight the importance of staying up to date.

2. Craft Engaging Educational Content

Effective marketing begins with education. Develop compelling content that explains the significance of updating cybersecurity technology and practices in simple, non-technical language. Use case studies, real-life examples, and statistics to illustrate the potential risks and losses associated with outdated security measures. Emphasize the long-term cost savings and enhanced protection that come from proactive security practices.

3. Targeted Marketing Campaigns

Tailor your marketing campaigns specifically to non-proactive customers. Identify their pain points, challenges, and objections, and create messaging that addresses their unique needs. Highlight the potential consequences of failing to update security measures, such as data breaches, financial losses, and damage to their reputation. Demonstrate how your solutions can help mitigate these risks and offer a smoother transition to updated security practices.

4. Utilize Thought Leadership

Position yourself as a trusted industry expert through thought leadership initiatives. Share informative and insightful content through blog posts, whitepapers, and webinars that address the concerns and challenges faced by non-proactive customers. Provide actionable advice, best practices, and success stories that showcase the positive outcomes of updating security practices. By establishing your authority, you can instill confidence in non-proactive customers and inspire them to take action.

5. Partnerships and Collaborations

Forge strategic partnerships with influential organizations or industry leaders who can lend credibility to your message. Collaborate on joint webinars, events or co-authored content to reach a wider audience. Leverage their expertise and reputation to reinforce the importance of updating cybersecurity practices and technology. Forward Vision is a member of ioXT Alliance and promote groups like the Telecom Industry Association (TIA) that provide positioning paper on IoT security in the supply chain.

“With a 41% increase in cyber attacks targeting IoT devices in the first two months of 2023 compared to 2022, the time is now to enhance the SCS 9001 standard and drive confidence in the IOT supply chain among consumers, government entities, and organizations.,” said Mike Regan, vice president of business performance at TIA. “To mitigate these threats, better security is needed deep within the complex IoT device supply chain. TIA is working closely with our members and other key stakeholders to expand the scope of SCS 9001 to address the critical need for IoT supply chain security.”

6. Personalized Consultation and Support

Offer personalized consultation and support services to non-proactive customers. Understand their unique requirements, assess their current security posture, and provide tailored recommendations. Demonstrate the value of your solutions through personalized demonstrations, proofs-of-concept, and pilot programs. Building a relationship of trust and providing hands-on support can be instrumental in guiding non-proactive customers toward updated security practices.

Reaching non-proactive customers and convincing them to prioritize cybersecurity updates requires a targeted and educational marketing approach. By understanding their mindset, creating engaging content, running targeted campaigns, leveraging thought leadership, forming strategic partnerships, and offering personalized support, our B2B Marketing Agency, Forward Vision Marketing, can help you connect with these customers effectively. Let’s educate, empower, and guide non-proactive organizations towards adopting updated cybersecurity technology and practices, ensuring a safer digital future for their business.

At Forward Vision Marketing, we go a step further in supporting your marketing efforts. We work directly with cybersecurity vendors to help fund your marketing initiatives. Through our partnerships with industry-leading vendors, we can provide additional resources and financial support to amplify your message and expand your reach. This collaboration allows us to develop tailored marketing strategies that align with your business goals and maximize your marketing budget.

Ready to take your marketing efforts to the next level? Contact Forward Vision Marketing today and let us help you reach and educate non-proactive customers about the importance of cybersecurity updates. Reach out to our team of experts and discover how we can tailor our strategies to your specific needs. Together, we can make a significant impact in driving proactive security practices and safeguarding businesses from cyber threats. Don’t miss out on this opportunity—get in touch with Forward Vision Marketing now!

Below are some upcoming tradeshows and blogs to make sure you are understanding the vast and complex world of Information Security.

Upcoming Shows

Black Hat USA | Las Vegas, NV | August 8-11

DEF CON | Las Vegas, NV | August 9-12

Infosecurity North America | Orlando, FL | September 20-22

ISS World North America | Washington, DC | October 10-12

World of Information Security | Toronto, ON | September 25-27

Gartner Security & Risk Management Summit | June 3-5, 2024


The Security Ledger | https://securityledger.com/

Threatpost | https://threatpost.com/

SecurityWeek | https://www.securityweek.com/

CSO Online | https://www.csoonline.com/

Security Magazine | https://www.securitymagazine.com/

Infosec Institute | https://www.infosecinstitute.com/welcome/

KrebsOnSecurity | https://krebsonsecurity.com/

Cybersecurity is more important now than ever for companies of all sizes. But it can be confusing with the ever-growing field of vendors and resellers. Marketing is becoming more and more important for these companies to reach their end consumers. Forward Vision Marketing understands the complicated InfoSec market and can help your company come up with a plan to increase leads and grow your market share.

Donnie Henderson, Vice President of Marketing with Forward Vision Marketing

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