The Tech Marketer Blog

The market context for cybersecurity brand strategy is now global, political and commercially unforgiving. The World Economic Forum’s Global Cybersecurity Outlook 2025 describes a more complex cyber landscape shaped by geopolitical uncertainty, widening cyber inequity and more sophisticated threats. Accenture’s State of Cybersecurity Resilience 2025 adds another useful reality check:…

In September 2024, Figma refreshed its visual language to speak to 'all product builders'. Around the same period, Notion pushed a brighter, broader campaign into market to explain a platform that had outgrown the neat little box many people still put it in. Zoom kept widening the frame from video…

Cybersecurity marketing strategy has become harder in exactly the way many vendors hoped it would become easier. Spend is rising, regulation is tightening, board attention is sharper and the threat environment is broadening across identities, software, supply chains, devices and operating models. Gartner forecast worldwide end-user spending on information security…

We think most cybersecurity marketing still misreads what the market is asking for. Too much of it assumes that if you amplify the risk loudly enough, credibility will follow. It does not. In this category, trust is not a mood. It is a judgement buyers make about whether your company…

Two things can be true at once. Cybersecurity, risk, governance and compliance is still a growth market, and many brands in it still look like they were assembled during a legal review. Gartner says end-user security spending is projected to reach $240 billion in 2026, up from $213 billion in…

A practical method for scoring the current brand, defining the intended position and turning the gap into a plan. TrustRadius called 2024 “the year of the brand crisis” in B2B tech. That diagnosis has only become more awkward since. In software markets where buyers shortlist familiar names before they ever…

Software budgets have not disappeared, but buyer patience has. In markets where products are harder to tell apart and categories keep blurring at the edges, brand is what helps a SaaS company stand out, stay relevant and give buyers a reason to care before they have compared every line of…