Many security and resilience providers focus heavily on their service quality while overlooking a crucial element of success: deeply understanding how their target customers actually buy. Here’s a practical guide to uncovering the real patterns behind security purchasing decisions. Start with Reality, Not Theory The most valuable insights come from Read more…
Building a successful security or resilience solution requires far more than just delivering value. Whether you’re offering specialized investigation services, innovative risk management consulting, integrated security solutions, or protective services, the ultimate challenge often comes down to one critical factor: distribution. Consider this scenario: You’ve developed an excellent security service Read more…
The increasing complexity and uncertainty in geopolitical dynamics have indeed elevated them to boardroom-level concerns. This shift has fueled demand for specialized advisory services that help businesses navigate challenges like regulatory changes, supply chain disruptions, political instability, and even sanctions compliance. Companies often seek guidance on mitigating risks and capitalizing Read more…
LinkedIn has long been a go-to platform for B2B marketing, and for companies in Security, Resilience & Defense, it seems like an obvious choice. However, LinkedIn’s algorithm significantly limits organic reach, making it hard for smaller companies to connect with followers without paying for visibility. For startups, LinkedIn’s restrictive setup Read more…
At a time when global threats loom large and cybersecurity breaches make headlines daily, the concepts of security and resilience have seeped into popular culture in unprecedented ways. From blockbuster movies to trending hashtags, the public consciousness is increasingly attuned to the importance of safeguarding our digital and physical worlds. Read more…
Securing a digital supply chain is crucial. They involve multiple interconnected systems, suppliers, and partners that can be vulnerable entry points for cyber threats. A breach or disruption at any link in the chain can lead to compromised sensitive data, operational downtime, financial losses, and damage to a company’s reputation. Read more…
In our digital-first landscape, social media is often seen as a quick and easy way to gain exposure, boost brand recognition, and generate leads. But for many in the Security, Risk Management, Resilience, and Defense industry, the reality is far more complex. Social media posts crafted for quick soundbites may Read more…
In an era of rapid technological advancement and evolving global threats, the security, risk management, resilience, and defense industry finds itself at a critical juncture. While prevention and detection remain crucial, today’s focus has expanded to encompass agility and resilience. This shift presents both challenges and opportunities for marketers in Read more…
The growing trend of Environmental, Social, and Governance (ESG) investing is becoming a significant concern for industries like defense, where perceptions of ethical issues can deter investment. Marketers in defense, where ESG concerns may cast their products in an “unethical” light, face the challenge of overcoming the perception that their sector Read more…
Artificial intelligence (AI) is revolutionizing the battlefield, with advancements in autonomous systems, data-driven decision-making, and cyber capabilities. Companies developing AI-enabled military technologies face a unique set of challenges in marketing their products effectively. They must balance technical complexity, ethical considerations, and geopolitical sensitivities, while also conveying the tangible benefits of Read more…