Should Cybersecurity Companies Target CISOs or User Buyers?

For years, cybersecurity companies have centered their marketing and sales efforts on CISOs, the key decision-makers in cybersecurity strategy. But as organizations grow more complex, it’s worth asking: Should we continue targeting CISOs, or is it time to shift focus to the real user buyers? In this article, we dive into the roles of CISOs and user buyers, the gap in their knowledge, and how targeting the right audience can lead to more successful cybersecurity implementations.

The Traditional Focus on CISOs

CISOs have long been the primary target for cybersecurity marketing and sales. As the individuals responsible for shaping and guiding cybersecurity strategy, they hold significant influence over purchasing decisions. Their role is crucial in ensuring that an organization’s security posture is robust, compliant, and capable of mitigating risks.

This focus on CISOs has historically made sense. After all, they are the gatekeepers of cybersecurity within their organizations. However, as the threat landscape evolves and organizations become more complex, it’s time to reconsider whether targeting CISOs alone is the most effective strategy.

The Role of Real User Buyers

While CISOs are key decision-makers, they are not always the ones who interact with cybersecurity solutions on a day-to-day basis. This responsibility often falls to IT Security Managers, Network Engineers, and Security Analysts—the real user buyers of these solutions. These professionals understand the practical challenges of implementing and maintaining security solutions, and their perspective is crucial in the decision-making process.

However, there’s a significant gap in knowledge and priorities between CISOs and these user buyers. While CISOs are focused on overarching strategy and risk management, user buyers are more concerned with the operational aspects of cybersecurity. For many of them, cybersecurity is a “headache”—an annoying aspect of their work that they need to manage but would rather avoid if possible.

This difference in focus can lead to challenges in the decision-making process, especially if the needs and concerns of user buyers are not adequately addressed.

The Importance of Targeting User Buyers

By targeting real user buyers, cybersecurity companies can tap into a wealth of practical insights that can drive product innovation and improve customer satisfaction. These users can provide detailed feedback on the usability, efficiency, and effectiveness of solutions, leading to better adoption rates and fewer implementation challenges.

For example, companies like Rhebo and Claroty have recognized the importance of focusing on the specific operational challenges faced by these users. By tailoring their messaging to address concerns such as operational disruptions and ensuring regulatory compliance, these companies have been able to build stronger connections with user buyers. But still, they talk primary to CISOs.

Do you think that their user buyers connect with cybersecurity potential attacked or are they more concerned about their daily challenges?

Remember, when user buyers are advocates for a solution, it can strengthen the overall business case presented to the CISO, making the decision process smoother and more aligned with operational realities.

The Strategic Role of CISOs vs. Operational Focus of User Buyers

CISOs will always be crucial stakeholders in cybersecurity decisions, but the importance of real user buyers cannot be overlooked. These are the people who will ultimately determine the success of a cybersecurity solution through their daily interactions with it. By shifting our focus to include these key players—who often view cybersecurity as a necessary headache—we can create solutions that not only meet strategic needs but also excel in real-world application.

If everyone is targeting CISOs, talking cybersecurity lingo that most people don’t understand or care about until there is a real threat, then it’s time to differentiate. Let’s find the user buyer pains that actually keep them awake at night and align our offerings with their concerns. Targeting user buyers doesn’t mean abandoning CISOs; rather, it’s about creating a more balanced approach that addresses the needs of all stakeholders involved in the decision-making process.

Conclusion

It’s time to rethink our targeting strategies in the cybersecurity industry. While CISOs will always play a vital role in shaping cybersecurity strategy, the real user buyers—those who interact with the solutions daily—are equally important. By incorporating their insights and addressing their concerns, we can create solutions that are not only effective but also easier to implement and use.

CISOs will always be crucial stakeholders in cybersecurity decisions, but the importance of real user buyers cannot be overlooked. It’s time to ensure we’re addressing the needs of those who will use our products the most.

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