Cybersecurity
Selling Security to Those Who Think It Won’t Happen to Them
Many Italian companies know they should invest in cybersecurity, but they put it off until something happens. With NIS2 some of them are obliged to act, and all vendors have realised it. The result is an avalanche of messages about fines and attacks that nobody reads any more.
The starting point
The challenges we meet most often
Challenges 1
Fear-based messages
Ransomware, fines, stolen data. The decision maker has already heard it all and has stopped reacting.
Challenges 2
The problem has no owner
In many mid-sized companies security sits between IT, legal and management. Nobody has a budget and everyone thinks someone else takes care of it.
Challenges 3
Hard to show the value upfront
Security is noticed when it's missing. Without an assessment or a concrete case, the client doesn't see what they are buying.
The method in the industry
How we work in this industry
We stop selling fear. We segment by real regulatory obligation, who falls under NIS2 as an essential or important entity and who is a supplier of one that does, and by industry. The message carries useful information: what the regulation asks of their type of company, or what large clients are asking of their suppliers. We write in parallel to the IT manager and to management, because in this industry the decision almost always sits with two people.
Who we talk to
CISO or head of security
Where it exists, they know the risks and have few resources. They look for someone who helps them cover the gaps and bring concrete data to the board.
CIO or head of IT
In companies without a CISO, security is theirs. They want to reduce operational work, not add tools.
Chief executive officer
With NIS2, responsibility falls on management bodies. Wants to know whether the company is covered and what it has to do, in plain words.
Compliance or legal manager
Must demonstrate compliance with NIS2, GDPR and clients who ask for supply chain audits. Looks for someone to prepare the documentation.
The objection we hear most often
«Companies buy security only after an attack, outbound always arrives too early.»
For part of the market that is true. For another part it is not: whoever falls under NIS2, or supplies companies that do, must act now and knows it. We work first on that part, where there is a real deadline, and leave the others time to get there.
Recommended services
The channels we use here
Multichannel Outbound
Three channels coordinated on the same person. A name already seen on LinkedIn makes the email expected, and the phone call comes when there is something to say. We multiply the opportunities, not the insistence.
Discover the service →
Account Based Marketing
Surgical targeting on a named list of companies you want to win. Multi-decision-maker, multichannel, zero waste.
Discover the service →
Frequently asked questions
Questions about the industry
How to find clients for a cybersecurity company?
Starting from those with an obligation or a concrete pressure: NIS2 entities, suppliers of large groups that demand audits, companies that have just suffered a public incident in their industry. The right contact is often double, IT and management, with different messages.
Does NIS2 work as a sales argument?
It works if you give precise information and not a threat. Explaining in two lines whether a company falls within scope and what is asked of it is a message people read. Mentioning the penalties is what everyone does, and nobody reads it.
Is it better to sell an assessment or an ongoing service?
For a first contact, an assessment or a limited check is easier to accept, because it has a clear scope. The ongoing service is sold afterwards, on the results of the check. We decide it with you in the initial analysis.
Your market is in the industry cybersecurity? Let's talk.
In the Feasibility Study we tell you honestly whether it makes sense to get started in your industry, and how.