August 25, 2025 • 10 mins
This excerpt from "Lead Generation Challenges in Cybersecurity Marketing" offers strategic advice for cybersecurity companies to attract high-quality leads more effectively, emphasizing that better targeting is more valuable than simply generating a high volume of unqualified prospects. The text highlights three key strategies: optimizing SEO for pain-point keywords, using LinkedIn Ads for precise targeting by job title and industry, and creating high-value lead magnets that offer actionable tools rather than generic information. The source, part of a broader Cybersecurity Marketing Series by Byer Co., aims to help marketers overcome common challenges in the cybersecurity space and maximize their budget by focusing on relevant and engaged audiences.
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
Welcome back to Digital Rage. I'm Jeff the producer here at Byer Company. This is part six of our
(00:06):
Cybersecurity Marketing Series. Today we talk about lead generation for Cybersecurity that
doesn't waste budget. We have a bunch of great strategies here that we've used and we give
real-world examples so let's get after it.
Welcome curious minds to another deep dive. Have you ever felt like you're pouring money into a
(00:27):
marketing funnel with the leads? Well they're just not quite right. You know like you're
attracting a lot of noise maybe but not much genuine interest. If you've ever battled that feeling
of a full funnel empty pipeline then you are definitely in the right place today. Our mission
is to cut through all that noise and really zero in on a specific challenge. It's widely relevant
though lead generation. And we're looking specifically at the intricate world of cybersecurity
(00:53):
marketing. We've done a deep dive into this really insightful article is called lead generation
for cybersecurity that doesn't waste budget. It's by Jeff Byer, published June 2025 and it's
part of a larger cybersecurity marketing series. What immediately grabs your attention I think
is the court premise. It's not about chasing more leads. It's about relentlessly pursuing
better ones. Yeah the article doesn't really pull any punches. It directly addresses how to avoid
(01:17):
you know draining your budget on the tire tickers. The unqualified prospects or users who just
bounce after a free trial. It's a direct response to a well a very common frustration. You've really
hit on the key distinction right away there. So many businesses are still chasing that myth of
more is better right and they often overlook the hidden costs you know nurturing unqualified leads
(01:38):
the time the resources maybe even the reputational damage from irrelevant outreach. It can all erode
any perceived game pretty quickly. So this article is immediate pivot to better leads. It isn't just
about efficiency. It's really about avoiding that costly common trap. Especially in these highly
specialized markets like cybersecurity makes you think what's the true cost of a bad lead in
(02:02):
well in any industry. Right. So the article sets the stage by saying pretty bluntly you don't need
more leads. You need better ones. And it makes a compelling case that in cybersecurity specifically
it's incredibly easy to just bleed money on prospects who will frankly never convert. So what's
the fix? What's the fundamental shift in approach the author is advocating for here. Well the author
lays out a really powerful three pronged approach. It's target smarter qualify faster and offer real
(02:29):
value. And this isn't just about minor tweaks you know it's a fundamental reevaluation. How do you
actually engage potential customers? It's about moving past those what's called vanity metrics
to genuinely connect with people who have a real bonafide need. This perspective really pushes us I
think to think critically about every single step every part of that lead gen journey. Okay let's dive
(02:52):
into those smart strategies then. The article first tackles SEO but like you said it's not just about
getting more traffic is it it's about what the author calls SEO that targets pain point keywords.
What does that actually mean for someone trying to you know get informed quickly and maybe apply
this. Okay so the core idea here is basically abandoning the hunt for those generic high volume
(03:13):
buzzwords things everyone searches for instead you focus on what are called buyer intent queries.
These aren't just search terms they're like they're direct expressions of genuine problems
or needs. I made it someone typing in say how to prevent ransomware in AWS. They're not just browsing
no definitely no they're actively seeking a solution probably to a very specific maybe even urgent
(03:36):
problem. That's a completely different kind of searcher. And the source gives some really clear
examples these exact pain point keywords it mentions how to prevent ransomware in AWS,
HEPA compliant endpoint security and also risk assessment template for small businesses.
Yeah and what stands out is how these phrases they aren't just technical jargon they sort of embody
(03:57):
a specific challenge maybe even a fear take hyper compliant endpoint security. That's referring to
security that meets the health insurance portability and accountability act standards crucial in health
care in the US. So by optimizing for terms like that you're ensuring the people finding your content
are precisely those grappling with these actual issues. This approach means you attract people
(04:18):
actively looking to solve real problems which naturally leads to much higher quality leads less
wasted effort. It kind of makes you wonder how precisely do we frame our own questions when we're
searching online for truly relevant answers. That's a good point. Okay so once you've identified those
pain points through SEO the next challenge is well how do you directly reach the right people
(04:42):
and the article has a very clear recommendation for cybersecurity linked in ads by job title and
industry. Why LinkedIn specifically for this niche? Well Lincoln's strength I think comes from
recognizing that cybersecurity buyers they're quote "nution-busy audience" that's how the article
puts it and unlike maybe other platforms LinkedIn offers this unparalleled precision targeting.
(05:03):
You can literally go where they are professionally instead of just hoping they stumble upon your ads
somewhere else online it really streamlines the whole targeting process. Yeah and it explicitly
recommends going after specific security decision makers like CISOs, chief information security
officers, heads of IT compliance directors and then clusually filtering even further by industry,
(05:25):
company size, region and it stresses using really clear calls to action with very specific offers.
Download our healthcare data risk checklist not just learn more. Exactly and this strategy highlights
something important understanding your audience's professional environment. It's just as vital is
understanding their pain points. It's about spending less budget on you know broad reach and
(05:49):
investing more in direct relevant engagement. For a B2B audience especially in a specialized field
like cyber reaching a right person with the right message can prevent just immense waste. It's a
crucial consideration for any business really. How much more effective is that targeted message compared
to just like a scattergun approach even if it feels like you're reaching fewer people initially.
(06:09):
Absolutely so okay you've optimized your SEO for the right searchers. You've hyper-targeted your
ads on LinkedIn to reach specific individuals. What do you actually offer them once you've captured
their attention? The article makes a pretty bold statement here generic ebooks don't cut it anymore.
So what kind of high value lead magnets does it suggest instead? Right so the source argues for
(06:31):
providing tools. Things that genuinely help prospects do their job better. Yeah. Moving beyond just
you know educational content. All right like background info. Exactly. Moving towards something
actionable. Immediately useful. What truly stands out is that emphasis on immediate utility.
Problem solving. This isn't just information they're downloading. It's like a direct aid for their
(06:53):
daily challenges. And the examples given are incredibly practical. Things like ROI calculators that
help estimate your breach risk savings or assessment checklist like are you ready for NIS2 or a
CMMC and benchmark reports showing where your peers are investing in 2025. Yeah think about that for
second and ROI calculator. That helps a prospect immediately quantify a potential return on investment.
(07:17):
Makes building a business case much easier or an assessment checklist for say NIS2 that's the
use updated security directive or CMMC which is crucial for US defense contractors that provides
direct guidance for compliance. These aren't just info downloads they're direct aids for decision
making for problem solving. They equip your audience to actually act which begs the question right.
(07:42):
Are you just informing your audience or are you actually empowering them giving them the means to
take concrete action. That's well the profound difference between just an educational asset and a
truly high value lead magnet. That makes a lot of sense. So after exploring these different strategies
the SEO, the LinkedIn ads, the high value magnets. What does this all mean for someone trying to get
better at lead gen maybe or even just understand how businesses are effectively reaching the right
(08:05):
people today. The article's final word section really ties it all together quite powerfully I
thought. Yeah it does. The core message is crystal clear. If your funnel is full but your pipeline
is empty it's time to rethink your targeting strategy. Simple as that. And it reiterates the
best leads don't come from the biggest reach. They come from the clear's pain points. It's a really
(08:25):
stark reminder that in complex BDB sales especially precision well it will always triumph over
sheer volume. It makes you consider how fundamentally critical it is to truly understand the granular
needs of your audience not just casting a wide net and hoping for the best. Yeah. This deep dive into
cybersecurity lead generation has a really illuminated the power of precision precision over just you
(08:48):
know sheer volume. It's not just about attracting someone it's about attracting the right someone.
And you do that by understanding their specific problems and offering genuinely actionable
solutions. We've seen how targeting those pain point keywords in SEO using hyper focused
LinkedIn ads and offering high value actionable lead magnets how that can transform that full funnel
empty pipeline problem turn it into a strategic success actually saving budget and driving real
(09:13):
results. And this whole concept of actionable value. It really extends far beyond just marketing
doesn't it? It's about understanding the specific maybe acute needs of an individual whether
a customer a colleague maybe even yourself and providing them with not just information but insights
or tools or guidance that let them do something constructive to actually move forward. That's a great
(09:39):
point. So here's a provocative thought to leave you with in what areas are you seeking information
could be for work could be personal growth and how can you apply this principle we've discussed
focusing on pain points and demanding actionable value. How can you use that to get not just more
information but better more useful insights from the world around you maybe the next time you're
(09:59):
trying to learn something new you'll think about what kind of lead magnet what kind of tool or
specific insight would truly help you solve a problem or make a decision rather than just
you know consuming a more general data. 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.
Welcome back to Digital Rage. I'm Jeff the producer here at Byer Company. This is part six of our
(00:06):
Cybersecurity Marketing Series. Today we talk about lead generation for Cybersecurity that
doesn't waste budget. We have a bunch of great strategies here that we've used and we give
real-world examples so let's get after it.
Welcome curious minds to another deep dive. Have you ever felt like you're pouring money into a
(00:27):
marketing funnel with the leads? Well they're just not quite right. You know like you're
attracting a lot of noise maybe but not much genuine interest. If you've ever battled that feeling
of a full funnel empty pipeline then you are definitely in the right place today. Our mission
is to cut through all that noise and really zero in on a specific challenge. It's widely relevant
though lead generation. And we're looking specifically at the intricate world of cybersecurity
(00:53):
marketing. We've done a deep dive into this really insightful article is called lead generation
for cybersecurity that doesn't waste budget. It's by Jeff Byer, published June 2025 and it's
part of a larger cybersecurity marketing series. What immediately grabs your attention I think
is the court premise. It's not about chasing more leads. It's about relentlessly pursuing
better ones. Yeah the article doesn't really pull any punches. It directly addresses how to avoid
(01:17):
you know draining your budget on the tire tickers. The unqualified prospects or users who just
bounce after a free trial. It's a direct response to a well a very common frustration. You've really
hit on the key distinction right away there. So many businesses are still chasing that myth of
more is better right and they often overlook the hidden costs you know nurturing unqualified leads
(01:38):
the time the resources maybe even the reputational damage from irrelevant outreach. It can all erode
any perceived game pretty quickly. So this article is immediate pivot to better leads. It isn't just
about efficiency. It's really about avoiding that costly common trap. Especially in these highly
specialized markets like cybersecurity makes you think what's the true cost of a bad lead in
(02:02):
well in any industry. Right. So the article sets the stage by saying pretty bluntly you don't need
more leads. You need better ones. And it makes a compelling case that in cybersecurity specifically
it's incredibly easy to just bleed money on prospects who will frankly never convert. So what's
the fix? What's the fundamental shift in approach the author is advocating for here. Well the author
lays out a really powerful three pronged approach. It's target smarter qualify faster and offer real
(02:29):
value. And this isn't just about minor tweaks you know it's a fundamental reevaluation. How do you
actually engage potential customers? It's about moving past those what's called vanity metrics
to genuinely connect with people who have a real bonafide need. This perspective really pushes us I
think to think critically about every single step every part of that lead gen journey. Okay let's dive
(02:52):
into those smart strategies then. The article first tackles SEO but like you said it's not just about
getting more traffic is it it's about what the author calls SEO that targets pain point keywords.
What does that actually mean for someone trying to you know get informed quickly and maybe apply
this. Okay so the core idea here is basically abandoning the hunt for those generic high volume
(03:13):
buzzwords things everyone searches for instead you focus on what are called buyer intent queries.
These aren't just search terms they're like they're direct expressions of genuine problems
or needs. I made it someone typing in say how to prevent ransomware in AWS. They're not just browsing
no definitely no they're actively seeking a solution probably to a very specific maybe even urgent
(03:36):
problem. That's a completely different kind of searcher. And the source gives some really clear
examples these exact pain point keywords it mentions how to prevent ransomware in AWS,
HEPA compliant endpoint security and also risk assessment template for small businesses.
Yeah and what stands out is how these phrases they aren't just technical jargon they sort of embody
(03:57):
a specific challenge maybe even a fear take hyper compliant endpoint security. That's referring to
security that meets the health insurance portability and accountability act standards crucial in health
care in the US. So by optimizing for terms like that you're ensuring the people finding your content
are precisely those grappling with these actual issues. This approach means you attract people
(04:18):
actively looking to solve real problems which naturally leads to much higher quality leads less
wasted effort. It kind of makes you wonder how precisely do we frame our own questions when we're
searching online for truly relevant answers. That's a good point. Okay so once you've identified those
pain points through SEO the next challenge is well how do you directly reach the right people
(04:42):
and the article has a very clear recommendation for cybersecurity linked in ads by job title and
industry. Why LinkedIn specifically for this niche? Well Lincoln's strength I think comes from
recognizing that cybersecurity buyers they're quote "nution-busy audience" that's how the article
puts it and unlike maybe other platforms LinkedIn offers this unparalleled precision targeting.
(05:03):
You can literally go where they are professionally instead of just hoping they stumble upon your ads
somewhere else online it really streamlines the whole targeting process. Yeah and it explicitly
recommends going after specific security decision makers like CISOs, chief information security
officers, heads of IT compliance directors and then clusually filtering even further by industry,
(05:25):
company size, region and it stresses using really clear calls to action with very specific offers.
Download our healthcare data risk checklist not just learn more. Exactly and this strategy highlights
something important understanding your audience's professional environment. It's just as vital is
understanding their pain points. It's about spending less budget on you know broad reach and
(05:49):
investing more in direct relevant engagement. For a B2B audience especially in a specialized field
like cyber reaching a right person with the right message can prevent just immense waste. It's a
crucial consideration for any business really. How much more effective is that targeted message compared
to just like a scattergun approach even if it feels like you're reaching fewer people initially.
(06:09):
Absolutely so okay you've optimized your SEO for the right searchers. You've hyper-targeted your
ads on LinkedIn to reach specific individuals. What do you actually offer them once you've captured
their attention? The article makes a pretty bold statement here generic ebooks don't cut it anymore.
So what kind of high value lead magnets does it suggest instead? Right so the source argues for
(06:31):
providing tools. Things that genuinely help prospects do their job better. Yeah. Moving beyond just
you know educational content. All right like background info. Exactly. Moving towards something
actionable. Immediately useful. What truly stands out is that emphasis on immediate utility.
Problem solving. This isn't just information they're downloading. It's like a direct aid for their
(06:53):
daily challenges. And the examples given are incredibly practical. Things like ROI calculators that
help estimate your breach risk savings or assessment checklist like are you ready for NIS2 or a
CMMC and benchmark reports showing where your peers are investing in 2025. Yeah think about that for
second and ROI calculator. That helps a prospect immediately quantify a potential return on investment.
(07:17):
Makes building a business case much easier or an assessment checklist for say NIS2 that's the
use updated security directive or CMMC which is crucial for US defense contractors that provides
direct guidance for compliance. These aren't just info downloads they're direct aids for decision
making for problem solving. They equip your audience to actually act which begs the question right.
(07:42):
Are you just informing your audience or are you actually empowering them giving them the means to
take concrete action. That's well the profound difference between just an educational asset and a
truly high value lead magnet. That makes a lot of sense. So after exploring these different strategies
the SEO, the LinkedIn ads, the high value magnets. What does this all mean for someone trying to get
better at lead gen maybe or even just understand how businesses are effectively reaching the right
(08:05):
people today. The article's final word section really ties it all together quite powerfully I
thought. Yeah it does. The core message is crystal clear. If your funnel is full but your pipeline
is empty it's time to rethink your targeting strategy. Simple as that. And it reiterates the
best leads don't come from the biggest reach. They come from the clear's pain points. It's a really
(08:25):
stark reminder that in complex BDB sales especially precision well it will always triumph over
sheer volume. It makes you consider how fundamentally critical it is to truly understand the granular
needs of your audience not just casting a wide net and hoping for the best. Yeah. This deep dive into
cybersecurity lead generation has a really illuminated the power of precision precision over just you
(08:48):
know sheer volume. It's not just about attracting someone it's about attracting the right someone.
And you do that by understanding their specific problems and offering genuinely actionable
solutions. We've seen how targeting those pain point keywords in SEO using hyper focused
LinkedIn ads and offering high value actionable lead magnets how that can transform that full funnel
empty pipeline problem turn it into a strategic success actually saving budget and driving real
(09:13):
results. And this whole concept of actionable value. It really extends far beyond just marketing
doesn't it? It's about understanding the specific maybe acute needs of an individual whether
a customer a colleague maybe even yourself and providing them with not just information but insights
or tools or guidance that let them do something constructive to actually move forward. That's a great
(09:39):
point. So here's a provocative thought to leave you with in what areas are you seeking information
could be for work could be personal growth and how can you apply this principle we've discussed
focusing on pain points and demanding actionable value. How can you use that to get not just more
information but better more useful insights from the world around you maybe the next time you're
(09:59):
trying to learn something new you'll think about what kind of lead magnet what kind of tool or
specific insight would truly help you solve a problem or make a decision rather than just
you know consuming a more general data. 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.
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