Welcome to another exciting blog post where we delve into the world of cybersecurity startups and revenue growth. In this episode, I had the opportunity to discuss one of the major inhibitors to startup growth with an industry expert. We explored the concept of companies playing it too safe in their approach to market. Join me as we dive into the details and discover some bold examples of companies that are defying the norm and experiencing remarkable success.
Topic 1: The Invisible Barrier: Playing it Too Safe
In the bustling cybersecurity marketplace, with over 3400 vendors craving attention, it becomes difficult for startups to stand out. It's disheartening to witness so many companies blending together with their bland messaging and lack of differentiation. While value propositions and benefit-laden messaging are essential, many startups fall into the trap of focusing solely on their product, ignoring the need to be bold and different. Curiosity arises as we ponder why most cybersecurity buyers are unaware of these startups' existence, despite the relentless efforts put into their growth.
Topic 2: Right Hand Cybersecurity - Think Outside the Checkbox
One company that caught my attention in the employee education space is Right Hand Cybersecurity. Breaking free from the monotony of mind-numbing security awareness training exercises, they decided to approach their marketing differently. Through a series of quick and quirky videos, Right Hand redefines the notion of just checking the boxes. Their videos humorously depict a husband diligently clicking through exercises while his wife uncovers how little he actually learns. The coordinated colors and memorable content truly make them standout. This bold approach not only captures attention but also challenges the status quo in the awareness training space. It begs the question: How can other startups infuse creativity and humor into their marketing strategies?
Topic 3: Kentik - Perfumes and Infomercials for Network Observability
In the world of network observability, Kentik has taken a unique path to describing their company. One standout video, with an impressive 46,000 views, paints Kentik as a perfume in a captivating advert. Another video, with 26,000 views, introduces Kentik as a 1990s infomercial, creating a sense of nostalgia and amusement. These unconventional approaches successfully differentiate Kentik from the crowd. This prompts us to wonder: How can other startups incorporate unexpected elements into their messaging to leave a lasting impression on potential customers?
Playing it too safe is a significant barrier to revenue growth for cybersecurity startups. Breaking free from the monotony and blending with the masses requires boldness and creativity. By observing companies like Right Hand Cybersecurity and Kentik, we learn that venturing outside the boundaries of traditional messaging can yield impressive results. As leaders in the cybersecurity industry, it's essential to challenge ourselves to tackle submarkets from new angles and captivate the attention of prospects with innovative approaches. Remember, innovation and boldness are the keys to unlocking revenue growth in the cybersecurity startup world.