A cybersecurity arms race is emerging right in front of our eyes.
As AI spikes in use around the world, bad actors are developing digital attacks at rapid speed. As a result, a new wave of threats has dominated the 2025 cybersecurity landscape. From advanced deepfakes to ransomware-as-a-service tools, it’s hard to keep up with the range of new attacks.
Microsoft reports that, over the past six months, bad actors have increasingly used AI to power phishing attacks, discover security vulnerabilities, and create self-adapting malware. Google Threat Intelligence Group determined this emerging malware can change its code in a moment’s notice to evade detection.
These threats bring a host of new challenges. Just last year, companies saw a 33 percent increase in financial losses stemming from cybercrime compared to the year prior. And with the added sophistication of AI-powered deception, businesses could face even more significant impacts.
Cybersecurity companies are on the front lines of this battle. Gartner forecasts end-user spending on information security will total $213 billion in 2025, with an additional 12.5 percent growth anticipated in 2026. Venture investment is surging as well. According to Crunchbase, the first half of 2025 saw investors pour $9.4 billion into global cybersecurity- and privacy-focused startups.
So, how can cybersecurity brands stand out among the competition? Here are three ways cybersecurity marketers can uplevel their strategy and break through the noise.
3 Storytelling Tips to Make Your Cybersecurity Brand Stand Out
Tip #1: Stay true to your brand
As threats evolve, so do the solutions. However, not every company should hop on the newest vulnerability bandwagon. Crafting messaging on a topic that isn’t relevant to your audience doesn’t just waste resources – it dilutes your identity.
From an executive’s LinkedIn post to a testimonial on the website, a consistent voice should be a throughline within it all.
Imagine this: Your company’s newsletter promotes enterprise-level offensive security strategies, but your social media bio says small business password management is your passion. See the problem? Inconsistent narratives lead to confusion.
As a cybersecurity marketer, it’s critical you define the values that drive your company. Then, make sure it’s reflected in everything you do. Ask yourself: Why do we exist? What’s our purpose?
Remember that your messaging should be treated as an extension of your brand. Knowing what makes your brand distinct allows you to tailor every visual or output to show off your best offerings. If you don’t know your brand, you can’t expect your customers to.
Tip #2: Know the problem you’re solving inside and out
As the saying goes, sell the problem, not your product. At the end of the day, every purchase can be tied back to a root problem that needs to be solved. It’s the marketer’s responsibility to know that problem inside and out.
For cybersecurity marketers, the high-level problem feels obvious: How do we protect customers’ data and assets? However, the solution isn’t that simple. The market is filled with millions of cybersecurity offerings and prospective customers can feel lost in the sea of choices.
Take phishing attacks for example. Threats are on the rise, meaning there’s a growing number of solutions to choose from. Why is your product the right one? Be intentional about how you market your services. Customers should never feel scared into a purchase.
The cybersecurity industry deals with high stakes threats every day. While marketing around fear can grab attention, it can also erode trust. Instead, find ways to empower customers through your messaging.
Security teams are constantly pressured to balance protection with convenience. How do your offerings help?
By tapping into empowering messaging, marketing can be used as an avenue to win customer trust. In a world where cybersecurity incidents have real implications for real people, there’s power in humanizing your brand.
Related Read: CEO Thought Leadership: 3 Reasons Why LinkedIn is a Must
Tip #3: Show your expertise with real voices
Let’s face it; cybersecurity is a highly technical industry. And jargon doesn’t usually make sense to the everyday person. One way to turn corporate lingo into a human connection is by leaning on your experts.
Your executives have years of experience and industry knowledge. As a marketer, these experiences are invaluable. Don’t let them go untapped. Instead, use executive voices to empathize with customers and explain how your company can meet their needs.
C-Suite voices bring innate credibility. Position both your thought leaders and your company as experts who understand cybersecurity’s complex challenges. From blogs to interviews to LinkedIn posts, there’s a host of ways to build thought leadership. Once customers start to associate a face with your brand, they begin to see you as a trusted partner. Not just a product.
The power of human voices doesn’t end with your executive bench, either. Real experiences are a powerful proof point for prospective buyers. After all, we’ve seen influencer marketing grow into a $32 billion dollar industry – humans want to hear from other humans.
However, as a cybersecurity B2B marketer, gaining customer testimonials isn’t easy. In fact, it can even be a security risk. Owned data, or industry research, is a way to bridge this gap. Using insights from your Labs or Threat Intelligence team can provide a first-hand look at the real struggles customers are facing and help differentiate your unique point of view.
Once armed with strong data, don’t let it collect dust. Fresh statistics should be shared far and wide. Posts on social media, contributed articles in a cybersecurity magazine, and executive webinars are just the beginning of unique ways to let the data speak for you.
In today’s crowded industry, expertise and experience can’t go overlooked.
Related Read: How to Create a B2B Influencer Program That Delivers ROI
Cybersecurity Marketing Strategies Must Evolve with AI
In a sea of saturation, be different. PAN analyzed 10,000 links from ChatGPT – generated across six C-Suite personas – and found one truth: Visibility has changed. Standing out amid AI-powered search has become even harder so if there’s one thing you need to do, it’s knowing you.
A strong cybersecurity marketing strategy starts with knowing your people and brand inside out. AI isn’t just shaping search; it’s flooding the cybersecurity market with new tools and challenges every day.
A marketer’s job is ever evolving, meaning long-term brand investment isn’t a one and done effort. As AI continues to change the cybersecurity industry and marketing funnel, a clear voice is essential for success.
Remember, cybersecurity marketing isn’t just a technology story, but a people one too. By knowing your people and brand, you’re one step closer to breaking through the noise.
This blog post was updated November, 2025.
