CasesITYM
Making cybersecurity discussable: from data to dialogue
Cybersecurity matters, but for many organisations it feels technical and hard to judge. For ITYM I worked on a marketing approach that makes the subject easier to understand and offers companies a first step.
From original research and positioning to content, campaigns, the Quickscan and follow-up in HubSpot, the parts came together in one route. That approach put cybersecurity on the agenda and showed where interest arose. At the same time it became clear that interest does not automatically lead to a conversation or an assignment.
The numbers behind the approach
Research
Reach and follow-up
The percentages come from the research among the domains studied and are not an estimate for all Dutch companies.
From research to a first step
Together with a student from the Amsterdam University of Applied Sciences (HvA), I researched the publicly visible security settings of 640 organisations. The findings made an abstract subject concrete and fed ITYM’s positioning and content.
Next I worked on the digital route: explaining cybersecurity clearly, offering visitors a Quickscan, and capturing and following up interest in HubSpot. LinkedIn and other campaigns helped put the subject on the agenda.
The numbers show there was reach and early interest. But a prospect in a database is not yet a conversation or a client. For organisations, the step to discuss their situation and choose a solution turns out to be bigger than reading information or completing a scan.
The next step: cybersecurity knowledge events in Amsterdam
That is why ITYM is setting up small-scale cybersecurity knowledge events at its Amsterdam office. IT managers can share experiences, ask questions and brainstorm together about solutions that fit their organisation.
The aim is to make ITYM’s message clearer in conversation and to offer a safe setting to explore the subject further. The events become a next step between first interest and a concrete conversation about what an organisation needs.
What this case shows
Marketing can make a complex subject visible and understandable. Data helps show where interest arises. But with cybersecurity, trust is also needed before people discuss their situation or take a next step.
For ITYM the focus therefore shifted from only broadcasting and measuring to an approach where people can meet and explore the question together: what is the best solution for our organisation?
