Why We Don't Communicate Effectively with CISOs?

In cybersecurity sales, messaging is everything. However, after analyzing over 100 cybersecurity companies, it’s clear that 99.9% are relying on fear-based tactics aimed at CISOs. While this approach might seem logical, it’s often ineffective with seasoned professionals who are deeply knowledgeable about cybersecurity risks. In this article, we explore why listening to what’s not said is the key to resonating with CISOs and how to craft messaging that truly connects.

The Problem with Fear-Based Messaging

Cybersecurity companies have long targeted CISOs with fear-based messaging, emphasizing the dire consequences of inadequate security. But here’s the issue—CISOs are among the most knowledgeable professionals in cybersecurity. They’ve seen every threat, managed countless crises, and are intimately familiar with the risks. Generic fear-based messaging not only misses the mark but also risks alienating them.

What CISOs need are actionable insights and solutions that address their specific pain points—strategic risk management, regulatory compliance, and operational impact. Companies like Nozomi Networks and Dragos have understood this well, focusing on specific weaknesses in security postures rather than relying on generic fear.

Understanding the Needs of CISOs

CISOs play a critical role in shaping and guiding cybersecurity strategy. They are responsible for ensuring that their organization’s security posture is robust, compliant, and capable of mitigating risks. However, while they are key decision-makers, CISOs are not always the ones who will interact with the solutions on a day-to-day basis. Their focus is often more strategic, leaving the practical, operational aspects to other stakeholders.

This strategic focus means that CISOs are looking for messaging that resonates with their overarching goals. They need clear, data-driven insights that can help them make informed decisions about how to protect their organization. This is why fear-based messaging, which often lacks specificity, fails to resonate with them.

The Power of Listening to What’s Not Said

But here’s where many go wrong—they focus on what’s said, not what’s left unsaid. Understanding the unspoken concerns of CISOs is where true impact lies. Through empathy and neuropsychological analysis, we can dig deeper to uncover the real pain points that drive their decision-making.

By listening to what isn’t explicitly stated, we can craft messaging that not only addresses the obvious concerns but also speaks to the underlying issues that CISOs may not voice but are deeply concerned about. This approach can lead to more meaningful connections and stronger, more effective communication.

Example from Our Research

In our research, we found that companies like Claroty and Rhebo tailor their messaging not by playing on general fears but by addressing specific operational challenges faced by their users. For example, Rhebo emphasizes the importance of real-time visibility and anomaly detection in complex OT environments. They understand that for CISOs, the fear isn't just about potential disruptions—it’s first about the operational and financial consequences of those disruptions and, more importantly, their personal liability. By focusing on these unspoken concerns, we are able to create messaging that resonates deeply with CISOs, leading to more successful engagements and partnerships.

Listening and adapting your messaging to address not just the spoken needs but also the underlying concerns of CISOs and other buying stakeholders is critical for their decision-making.

Conclusion

The key takeaway here is that while fear-based messaging might grab attention, it doesn’t build the trust or provide the actionable insights that CISOs are looking for. Instead, by focusing on understanding their strategic needs and listening to what’s not being said, we can create communication that resonates on a deeper level.

But what if we extended this approach beyond CISOs? If everyone is targeting CISOs, using cybersecurity lingo that most people don’t understand or care about until there’s a real threat, then perhaps our focus should shift. Instead, we should find the user buyer pains that actually keep them awake at night and align our offerings with those concerns.

Next time you’re crafting a message for a CISO, ask yourself: Are you addressing what’s been said? Or are you also considering what’s not? Let’s move beyond fear and start truly understanding and supporting the people we’re communicating with.