How to Stand Out in a Crowded Market

Author:

Dan Seabrook
Reading Time: 3 minutes

Episode

69

How to Stand Out in a Crowded Market

Dan Seabrook

VP Sales at Operatix

Lewis Henderson

VP of Product Marketing and Threat Intelligence at Glasswall

It is widely acknowledged that the Cybersecurity sector is extremely crowded with loads of new exciting vendors and technologies coming to market all the time.

We’ve interviewed  Lewis Henderson, VP of Product Marketing and Threat Intelligence at Glasswall to understand how cybersecurity vendors can differentiate themselves in the market and stand out in a crowded market. 

According to Lewis, CISO’s (Chief Information Security Officers)  are bombarded with companies all making the same promise: 100% protection.

How about technology companies took an honest tack for a change?

Being straightforward about your abilities — and eschewing impossible absolutes — will help you instantly cut through all the clamor.

Lewis calls himself a technology geek who loves the science behind data and threat intelligence. He explained that Glasswall takes a file, deconstructs it, and rebuilds a safe, clean version of that original file in under a second to send back to a user. 

“Looking to analyze threat intelligence when you’re a technology company is actually getting that 50,000 foot view across all of your customers,” he said. “It’s how I use that customer data and translate it into something that’s really usable for them.”

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People do genuinely buy from people and being open and transparent and honest certainly got that shift towards us.

Lewis Henderson

Standing out from the crowd

Based on Lewis’s experience throughout his 20-year career in the industry, he’s learned what’s important for vendors to do to make it through such a crowded market to differentiate themselves.

1 — Get rid of absolute language

The language that cybersecurity technologies have traditionally used is one of absolutes: 100% protection against all vectors. “That should be encouraged to be phased out,” Lewis said.

He became disillusioned when he learned that tech companies couldn’t actually deliver on an absolute marketing promise. “The recipe of how we’ve been successful is just approach our customers very, very differently and be honest that our technology only does file and document security,” he said.

Upfront and clear messaging helps your company specifically and the entire customer experience.

2 — Share your knowledge

Lewis gave a shout-out to blogging. “This is not sales, this is not marketing. This is just allowing a team of individuals who are really, really talented and know their stuff to share ideas safely in the public domain,” Lewis said.

Intellectual property and patents draws the idea of being highly protective over information. “You shouldn’t have to put a lid on the entire company. It’s really important to start to let people actually talk,” he said.

“It’s really interesting to watch us go through this process of being really, really closed, working with intelligence services, to being now really, really open about our methodology, without corrupting intellectual property,” he said.

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Looking to analyze threat intelligence when you’re a technology company is actually getting that 50,000 foot view across all of your customer.

Lewis Henderson

3 – Create your own category

Some marketers may say that you should create a new category to avoid the competitor problem altogether. You could either update the product or change messaging to achieve this…

Glasswall has created a technology that has, in turn, created a market segment.

Step back — cybersecurity is a massive market heading toward trillions of dollars. Even just a segment of that market is still a huge market.

Lewis told the story of how Glasswall and Gartner created CDR (Content Disarm Reconstruction). In 2015, Glasswall started a relationship with Gartner over Glasswall’s different new technology. And in 2016, Gartner invented the elegant phrase of CDR to describe the technology and create the category.

Invasive spear phishing

As well, cyber threats have their own category, such as ransomware and phishing. As much as the general public understands that phishing is cyber-attacks through email, they probably don’t know what spear phishing is (an attack on single company by trying to get users to click on links and open email attachments).

As VP of Threat Intelligence, Lewis zeroed in on this segment and noticed a good case of looking at all your customer data and trying to use it positively in the marketplace. 

“What I saw in amongst all our data, which is based on malicious email attachments, 70% of them represented a completely unique event, unlike a lot of other types of cyberattacks that I’d seen,” he said. These were malicious email attachments coming from a single email address going to a single recipient with a completely unique email attachment. 

“You’re talking about a 1-in-25-million incident,” he said. “Taking that extension of phishing, which morphed into spear phishing, I came up with a new threat category called invasive spear phishing.”

It boils down to using elegant and specific language to describe a new category both in technology offerings and in threat types.

This new category attracted media attention — which was great from a marketing perspective — and the attention of other cybersecurity professionals (who found invasive spear-phishing just as fascinating as Lewis did). “Take time to get someone to look at your data and see how you can translate it,” he said.

Reach out to Lewis on LinkedIn to learn more about how to stand out in a crowded market.

To hear this interview, and many more like it, you can subscribe to The B2B Revenue Acceleration Podcast on Apple Podcasts, on Spotify, or on our website.

If you’re wondering why Glasswall chose Operatix to support their pipeline generation, we’d love to tell you. Check out here.

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About Operatix

Operatix is a Sales Acceleration company specialized in supporting B2B Software vendors to identify new revenue streams, increase qualified sales pipeline, and accelerate channel development across Europe and North America. Operatix has a wealth of experience in working with the biggest tech players worldwide as well as a multitude of emerging software vendors.

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Account-based Marketing

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If your marketing leads aren’t converting, it might be a lead qualification issue. Operatix can help sieve through leads that need further qualification, so they are ready for an AE or sales team member to engage with.

Account-based Selling

At Operatix we will support your 1:1, 1:few or 1:many approach to get your team in front of decision makers in the accounts that matter the most to you. 

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Generating Pipeline for our clients is our key-objective. And we do that by using a multi-touch, multi-channel approach to generate qualified sales engagements for our customers’ sales teams.   

Account Intelligence / Deep Dive

Understanding buying centres, hierarchies and relevant personas in strategic accounts is a fundamental step to increase conversion rates. By leveraging account intelligence in a sales conversation your team can tailor their message and provide value to their prospective customer. But sales & marketing teams often struggle to dedicate time and resources to do the deep research and this is where Operatix can help.

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Operatix can develop Sales Playbooks that enable teams to sell more effectively. Your Playbook will be fundamental to implementing the correct messaging, accurately position your solution against competitors, and adapting the communication of your value proposition to different buyer personas.

Lead Qualification

If your leads aren’t converting, it might be a lead qualification issue. Operatix can help filter through leads that need further qualification, ensuring that they’re ready for an AE or sales team member to engage with and progress through the funnel. 

Partner Portal / Marketing Concierge Service

Vendors often spend thousands of dollars building multifunctional Partner Portals to help channel partners educate their teams, manage opportunities, and create marketing programs. Still, these portals are often underutilized due to lack of bandwidth and capacity from vendors to offer support in enabling their partner community. Operatix, through their Partner Development team, can support your partners to make the best use out of your partner portal, managing the relationship with your partners and helping them set up co-marketing campaigns to drive more revenue for both businesses. 

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Operatix helps your business get to revenue quicker. By providing qualified sales engagements for your direct sales team (to kick-off new sales cycles), or by accelerating the growth of your channel partners, our focus remains on delivering tangible results for your business. 

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