August 4, 2025 • 9 mins
The provided text is an excerpt from a cybersecurity marketing guide published by Byer Co., authored by Jeff Byer. It primarily focuses on the critical importance of building trust in the cybersecurity market due to the inherent skepticism of buyers. The article outlines practical strategies such as sharing customer success stories, showcasing certifications and transparent practices, and leading with thought leadership rather than direct product pitches. The source emphasizes that trust is earned through consistent proof and repetition, transforming vendors into trusted partners. Additionally, the text includes a website footer with company information, contact details, and a cookie consent manager detailing the various types of cookies used for functionality, analytics, performance, and advertising.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
Welcome back to Digital Rage. I am Jeff, the producer here at Byer Company.
(00:05):
This is part three of our Cybersecurity Marketing Series.
Today we're going to discuss building trust in a skeptical high-stakes cyber security market.
Lots of trust signals to pay attention to, so let's get into it.
Welcome to the Deep Dive.
Today we're diving deep into a really critical topic.
(00:27):
How you build trust, specifically in the cyber security market.
Yeah, that's a tough one.
It really is.
Our source material for this is a blog post that really zeroes in on the unique challenges
and maybe more importantly, the strategies for marketers in this incredibly high-stakes
field.
That's right.
Our mission today really is to unpack the core insights from that source.
(00:51):
How does a cyber security company actually earn the trust of its potential buyers?
As the source points out, these people are skeptical almost by design.
Absolutely.
You can see why I can't you.
Think about what's actually on the line for them.
We're talking digital assets, compliance, their company's whole reputation.
Huge consequences.
Exactly.
The decisions they make are monumental.
(01:13):
Trust isn't just nice to have here.
It's the absolute foundation, non-negotiable.
What I found really insightful from this source is how strongly it emphasizes that this
trust, this really fundamental trust, it needs to be earned, solidified before a prospect
even talks to sales.
Before the call.
Yeah, long before.
It's built in all those little interactions they have with your brand while they're doing
(01:36):
their research way before they're thinking about contracts.
Okay.
So given that skepticism, the high stakes, how does this source say companies should actually
go about showing that trust?
What are they going to concrete methods they point towards?
Well, the first thing the source does is kind of double down on why these buyers are so
cautious.
(01:57):
They're past experiences, the threat landscape, always changing.
Horror stories you hear.
Exactly.
The potential for catastrophic failure if they choose the wrong vendor.
It all adds up to this default setting of extreme caution.
Right.
They've probably seen breaches maybe even live through one.
They're not just browsing for a new app.
They're looking for something solid, a lifeline even.
(02:18):
Precisely.
Which brings us to, I think, the core idea from the source.
You absolutely don't build trust just by sticking secure and big letters everywhere saying,
"Hey, trust us.
We're the best."
Ah, yeah, it feels a bit like telling someone you're funny if you have to say it.
Exactly.
You've got to show, not tell.
Trust in this space, it's built by showing proof.
(02:40):
And crucially, not just once, but consistently, over time.
Repetition and demonstrated value.
That's the key.
Okay.
So, what are the specific ways the source highlights for putting that into practice?
How do you show it?
So the first key tactic they really dive into is sharing customer stories.
But, and this is the important bit with a real focus on outcomes.
(03:03):
Tangible results.
Ah, okay.
So not just company X is happy with us.
No, much more specific.
It's about showing the impact.
The source argues, and I think rightly, that nothing builds trust faster than concrete
proof that your solution actually works in the real world against real threats.
Makes sense.
It's like case studies, testimonials.
But they have to showcase actual measurable results to be powerful credibility builders.
(03:27):
And the source gives some really good examples of the kind of results that cut through the
noise, right?
Stuff like that.
Yeah.
Like, reduce fishing by 92% in 60 days.
Or, um, stop to ransomware attack, mid spread.
Those aren't vague promises.
They're hard, quantifiable wins.
That's what gets attention.
That's specificity, yeah.
I like that point.
And they also made a practical note, didn't they, about newer companies?
(03:50):
Oh, yeah.
That was good.
If you don't have the huge recognizable logos yet, that's okay.
The advice is focus intensely on quantifying the wins you do have with the customers you
serve now.
Because what really matters to that cautious buyer isn't necessarily the size of the logo.
It's the demonstrable impact.
Did it work?
Did it make a difference?
Focus on the result, the impact.
(04:10):
Okay.
That's a great takeaway.
So, um, moving on, what's the second major tactic the source discusses for building
trust?
The second one is about showcasing certifications and interestingly, being really transparent about
your own company's security practices.
Okay.
Certifications.
That feels like, uh, credibility shorthand almost.
Exactly.
Things like SOC two, ISO 27, there's zero one, maybe high-pa compliance depending on the
(04:36):
sector.
They're super important.
They act as these like shortcuts because they signal that a trusted third party has verified
you meet certain standards.
She owes you playing by the rules.
Yeah, the established rules.
But, um, the source goes further than just the badges.
It really stresses being transparent about your own internal security posture.
Hmm.
That feels slightly counterintuitive, maybe?
(04:59):
Aren't you worried about revealing weaknesses?
It's a calculated risk, but one that can build significant trust.
By being open, you demonstrate confidence.
You show that security isn't just something you sell, it's something you practice.
Okay.
How, though?
What are the examples?
First mentions things like having a public bug bounty program actively inviting scrutiny.
Or, you know, if the worst happens and you do have an incident, how you handle it, being
(05:23):
responsible, communicating clearly and crucially, sharing what you learned, that kind of honesty
can be incredibly powerful for a buyer who knows perfection isn't realistic.
Okay.
Yeah.
Showing you can handle things maturely, even when they go wrong, that builds confidence.
Yeah.
So that leads nicely into the third tactic, doesn't it?
Getting beyond just credentials to ongoing engagement.
(05:45):
Exactly.
The third key tactic is about leading with valuable thought leadership, not product pitches.
Ah, the content marketing angle.
Sort of, but with a specific focus on authority and help.
It's about positioning your company as a knowledgeable guide in this really complex, often scary
landscape.
Right.
So, consistent, useful content could be insightful blog posts, webinars, sharing best practices,
(06:09):
maybe publishing your own threat research reports, things that show you deeply understand
the challenges your prospects face.
And how do that directly build trust?
It's not proof of product performance exactly.
No, but it builds trust in your expertise by providing actionable insights, by helping
prospects navigate this constantly shifting threat landscape.
(06:30):
You empower them.
Your expertise helps them feel more informed, maybe a bit safer.
And that naturally builds trust in your brand as a reliable source.
You become a go-to resource.
So you're essentially helping them understand their world better.
Solve adjacent problems before you even ask for the sale.
Precisely.
And the source points out a nice side benefit, too.
(06:51):
By educating the market like this, providing value upfront, you make sure your brand stays
top of mind.
Ah, the long game.
Exactly.
So, when they are finally ready to look at solutions seriously, you're not some random
vendor.
You're already positioned as this trusted, knowledgeable entity they should probably
talk to.
The world away from just shouting about features.
(07:11):
Okay, so if we kind of weave all these threads together, the customer results, the transparency
and certifications, the thought leadership, it really paints a picture, doesn't it?
It's all about proving your credibility over time, not just claiming it.
That's the core message.
Trust in cybersecurity, according to this source, it isn't a marketing slogan you just
slap on things.
(07:31):
It's painstakingly built.
In interaction, one piece of proof, one demonstrated outcome at a time.
The best consistency.
Absolutely.
Consistently showing up, sharing insights, proving your worth to an audience that frankly,
just cannot afford to make a mistake.
So the goal is you consistently provide that tangible proof, that real value over and
(07:53):
over.
And eventually you shift from being just another vendor trying to sell software to being
seen as a genuinely trusted partner in their defense.
It takes time and effort.
It really highlights the earning trust, especially in this market, requires this relentless ongoing
demonstration of value of integrity.
It does.
It's a marathon, not a sprint.
Okay, so just to quickly recap the core strategies we pulled from this source, number one,
(08:17):
show real specific outcomes through customer stories, quantifiable wins.
Proof.
Number two, leverage those certifications, but also be transparent about your own security
posture.
Show you practice what you preach.
Right.
Walk the talk.
We lead with valuable educational thought leadership.
Help first, sell later.
(08:38):
Exactly.
It's this multifaceted approach, but it's all laser focused on providing that proof and
value upfront to earn credibility with, let's face it, a very wary audience.
Okay.
So given how critical trust is and this powerful point from the source that has to be shown
repeatedly to these buyers who are basically skeptics by necessity, here's a final thought
(08:58):
for you, our listeners, to maybe chew on.
Okay.
This constant, relentless need to demonstrate trust.
What does that really imply about the long-term commitment required?
Not just from marketing, you know, applying these tactics, but from the entire company.
From product building operations, the whole culture, what does that deep commitment actually
look like day to day?
(09:20):
Reach out to us at jbuyer.com for comments and questions.
Follow us at buyer company on social media.
And if you'd be so kind, please rate and review us in your podcast app.
[Music]
Welcome back to Digital Rage. I am Jeff, the producer here at Byer Company.
(00:05):
This is part three of our Cybersecurity Marketing Series.
Today we're going to discuss building trust in a skeptical high-stakes cyber security market.
Lots of trust signals to pay attention to, so let's get into it.
Welcome to the Deep Dive.
Today we're diving deep into a really critical topic.
(00:27):
How you build trust, specifically in the cyber security market.
Yeah, that's a tough one.
It really is.
Our source material for this is a blog post that really zeroes in on the unique challenges
and maybe more importantly, the strategies for marketers in this incredibly high-stakes
field.
That's right.
Our mission today really is to unpack the core insights from that source.
(00:51):
How does a cyber security company actually earn the trust of its potential buyers?
As the source points out, these people are skeptical almost by design.
Absolutely.
You can see why I can't you.
Think about what's actually on the line for them.
We're talking digital assets, compliance, their company's whole reputation.
Huge consequences.
Exactly.
The decisions they make are monumental.
(01:13):
Trust isn't just nice to have here.
It's the absolute foundation, non-negotiable.
What I found really insightful from this source is how strongly it emphasizes that this
trust, this really fundamental trust, it needs to be earned, solidified before a prospect
even talks to sales.
Before the call.
Yeah, long before.
It's built in all those little interactions they have with your brand while they're doing
(01:36):
their research way before they're thinking about contracts.
Okay.
So given that skepticism, the high stakes, how does this source say companies should actually
go about showing that trust?
What are they going to concrete methods they point towards?
Well, the first thing the source does is kind of double down on why these buyers are so
cautious.
(01:57):
They're past experiences, the threat landscape, always changing.
Horror stories you hear.
Exactly.
The potential for catastrophic failure if they choose the wrong vendor.
It all adds up to this default setting of extreme caution.
Right.
They've probably seen breaches maybe even live through one.
They're not just browsing for a new app.
They're looking for something solid, a lifeline even.
(02:18):
Precisely.
Which brings us to, I think, the core idea from the source.
You absolutely don't build trust just by sticking secure and big letters everywhere saying,
"Hey, trust us.
We're the best."
Ah, yeah, it feels a bit like telling someone you're funny if you have to say it.
Exactly.
You've got to show, not tell.
Trust in this space, it's built by showing proof.
(02:40):
And crucially, not just once, but consistently, over time.
Repetition and demonstrated value.
That's the key.
Okay.
So, what are the specific ways the source highlights for putting that into practice?
How do you show it?
So the first key tactic they really dive into is sharing customer stories.
But, and this is the important bit with a real focus on outcomes.
(03:03):
Tangible results.
Ah, okay.
So not just company X is happy with us.
No, much more specific.
It's about showing the impact.
The source argues, and I think rightly, that nothing builds trust faster than concrete
proof that your solution actually works in the real world against real threats.
Makes sense.
It's like case studies, testimonials.
But they have to showcase actual measurable results to be powerful credibility builders.
(03:27):
And the source gives some really good examples of the kind of results that cut through the
noise, right?
Stuff like that.
Yeah.
Like, reduce fishing by 92% in 60 days.
Or, um, stop to ransomware attack, mid spread.
Those aren't vague promises.
They're hard, quantifiable wins.
That's what gets attention.
That's specificity, yeah.
I like that point.
And they also made a practical note, didn't they, about newer companies?
(03:50):
Oh, yeah.
That was good.
If you don't have the huge recognizable logos yet, that's okay.
The advice is focus intensely on quantifying the wins you do have with the customers you
serve now.
Because what really matters to that cautious buyer isn't necessarily the size of the logo.
It's the demonstrable impact.
Did it work?
Did it make a difference?
Focus on the result, the impact.
(04:10):
Okay.
That's a great takeaway.
So, um, moving on, what's the second major tactic the source discusses for building
trust?
The second one is about showcasing certifications and interestingly, being really transparent about
your own company's security practices.
Okay.
Certifications.
That feels like, uh, credibility shorthand almost.
Exactly.
Things like SOC two, ISO 27, there's zero one, maybe high-pa compliance depending on the
(04:36):
sector.
They're super important.
They act as these like shortcuts because they signal that a trusted third party has verified
you meet certain standards.
She owes you playing by the rules.
Yeah, the established rules.
But, um, the source goes further than just the badges.
It really stresses being transparent about your own internal security posture.
Hmm.
That feels slightly counterintuitive, maybe?
(04:59):
Aren't you worried about revealing weaknesses?
It's a calculated risk, but one that can build significant trust.
By being open, you demonstrate confidence.
You show that security isn't just something you sell, it's something you practice.
Okay.
How, though?
What are the examples?
First mentions things like having a public bug bounty program actively inviting scrutiny.
Or, you know, if the worst happens and you do have an incident, how you handle it, being
(05:23):
responsible, communicating clearly and crucially, sharing what you learned, that kind of honesty
can be incredibly powerful for a buyer who knows perfection isn't realistic.
Okay.
Yeah.
Showing you can handle things maturely, even when they go wrong, that builds confidence.
Yeah.
So that leads nicely into the third tactic, doesn't it?
Getting beyond just credentials to ongoing engagement.
(05:45):
Exactly.
The third key tactic is about leading with valuable thought leadership, not product pitches.
Ah, the content marketing angle.
Sort of, but with a specific focus on authority and help.
It's about positioning your company as a knowledgeable guide in this really complex, often scary
landscape.
Right.
So, consistent, useful content could be insightful blog posts, webinars, sharing best practices,
(06:09):
maybe publishing your own threat research reports, things that show you deeply understand
the challenges your prospects face.
And how do that directly build trust?
It's not proof of product performance exactly.
No, but it builds trust in your expertise by providing actionable insights, by helping
prospects navigate this constantly shifting threat landscape.
(06:30):
You empower them.
Your expertise helps them feel more informed, maybe a bit safer.
And that naturally builds trust in your brand as a reliable source.
You become a go-to resource.
So you're essentially helping them understand their world better.
Solve adjacent problems before you even ask for the sale.
Precisely.
And the source points out a nice side benefit, too.
(06:51):
By educating the market like this, providing value upfront, you make sure your brand stays
top of mind.
Ah, the long game.
Exactly.
So, when they are finally ready to look at solutions seriously, you're not some random
vendor.
You're already positioned as this trusted, knowledgeable entity they should probably
talk to.
The world away from just shouting about features.
(07:11):
Okay, so if we kind of weave all these threads together, the customer results, the transparency
and certifications, the thought leadership, it really paints a picture, doesn't it?
It's all about proving your credibility over time, not just claiming it.
That's the core message.
Trust in cybersecurity, according to this source, it isn't a marketing slogan you just
slap on things.
(07:31):
It's painstakingly built.
In interaction, one piece of proof, one demonstrated outcome at a time.
The best consistency.
Absolutely.
Consistently showing up, sharing insights, proving your worth to an audience that frankly,
just cannot afford to make a mistake.
So the goal is you consistently provide that tangible proof, that real value over and
(07:53):
over.
And eventually you shift from being just another vendor trying to sell software to being
seen as a genuinely trusted partner in their defense.
It takes time and effort.
It really highlights the earning trust, especially in this market, requires this relentless ongoing
demonstration of value of integrity.
It does.
It's a marathon, not a sprint.
Okay, so just to quickly recap the core strategies we pulled from this source, number one,
(08:17):
show real specific outcomes through customer stories, quantifiable wins.
Proof.
Number two, leverage those certifications, but also be transparent about your own security
posture.
Show you practice what you preach.
Right.
Walk the talk.
We lead with valuable educational thought leadership.
Help first, sell later.
(08:38):
Exactly.
It's this multifaceted approach, but it's all laser focused on providing that proof and
value upfront to earn credibility with, let's face it, a very wary audience.
Okay.
So given how critical trust is and this powerful point from the source that has to be shown
repeatedly to these buyers who are basically skeptics by necessity, here's a final thought
(08:58):
for you, our listeners, to maybe chew on.
Okay.
This constant, relentless need to demonstrate trust.
What does that really imply about the long-term commitment required?
Not just from marketing, you know, applying these tactics, but from the entire company.
From product building operations, the whole culture, what does that deep commitment actually
look like day to day?
(09:20):
Reach out to us at jbuyer.com for comments and questions.
Follow us at buyer company on social media.
And if you'd be so kind, please rate and review us in your podcast app.
[Music]
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