How to get more customers for a cybersecurity company

Who buys from a cybersecurity company

The budget usually sits with a CISO, VP of security or IT director. Practitioners, compliance leads and procurement can stall or sink the deal, and smaller companies often buy through their MSP instead of direct.

• CISO or head of security at a mid-market company

  They care about reducing real risk without adding another console nobody watches. A new board mandate, a recent incident in their sector or their own new role often starts a buying cycle.

• IT director at a company with no dedicated security team

  They want something they can run alongside everything else, with clear alerts and little tuning. Cyber insurance renewal forms asking about MFA, EDR or backups often push them to act.

• Compliance or GRC lead

  They need evidence for SOC 2, ISO 27001, HIPAA, PCI DSS or CMMC, and they want controls that map cleanly to the framework. An upcoming audit or a big customer's security questionnaire is the trigger.

• Security engineers and SOC analysts

  They rarely sign, but they run the proof of concept and will kill a product that floods them with false positives. They respond to docs, detection logic and honest technical writing.

• MSPs and MSSPs

  They resell or bundle security for dozens of small clients and care about multi-tenant management, margins and fewer support tickets. A client breach or a gap in their stack sends them looking.

Where to find them

Local ISSA, ISACA and OWASP chapters and BSides events

Practitioners and security leaders show up in person and talk shop. A useful talk earns more trust than a booth, and BSides organizers welcome technical sessions from vendors who skip the pitch.

Sector ISACs such as FS-ISAC and Health-ISAC

Security teams in one industry share threat intel here and ask each other which vendors held up. Sponsoring or contributing research puts you in front of a vertical that already trusts the room.

Reddit communities like r/sysadmin, r/msp and r/cybersecurity

IT directors and MSP owners ask for honest product opinions in these threads. Answer questions plainly under your own name and never drop links that read like ads, because these communities punish that fast.

Gartner Peer Insights, G2 and cloud marketplaces

Buyers check peer reviews before shortlisting, and AWS, Azure and Google Cloud marketplace listings let them buy against committed cloud spend. Being absent from these places reads as risky.

LinkedIn, where security leaders post and job-hop

CISOs announce new roles and share their priorities here. A new security leader is one of the clearest buying signals you can watch for.

Integration partner programs from Microsoft, CrowdStrike, Okta and similar

Buyers look for tools that plug into the stack they already own. A listed integration gets you into partner directories and joint deals.

What to say

Which channels fit

• Technical content and SEOStrong fitSecurity buyers research deeply before they talk to sales, so pages that answer framework, detection and integration questions get read and cited. Revnu writes and publishes these pages.
• Partner and MSP channelStrong fitSmaller companies buy security through the MSP they already pay, so one good reseller relationship reaches clients you could never cold-pitch. Revnu finds the partners and writes to them; the meetings are yours.
• Google and Microsoft search adsStrong fitProblem-specific searches like 'CMMC level 2 compliance software' come from people with a deadline, which is worth paying for. Revnu runs these ads and asks before it spends.
• Cold email and LinkedIn outreachSometimesCISOs get buried in vendor email, so it only works when tied to a real trigger like a new hire, an audit or a sector incident, written by someone who sounds technical. Revnu finds these businesses and writes to them.
• LinkedIn adsSometimesTitle and industry targeting reaches security leaders well, but it pays off only with a useful asset like a framework mapping, not a demo request. Revnu runs these ads and asks before it spends.
• Large conference boothsSometimesRSA Conference and Black Hat floors are packed with vendors, so a booth is costly noise unless you book meetings in advance or speak at side events. Revnu doesn't do this one; it's yours.
• Facebook and Instagram adsWeak fitSecurity leaders don't evaluate vendors there, and fear-driven creative on consumer feeds hurts your credibility with technical buyers. Revnu can run Meta ads from your own ad account, but it would start with the channels your buyers use for work.

How customers decide

A security purchase usually moves from a practitioner or IT lead who finds you, to a proof of concept, to the CISO or IT director who owns budget, then through procurement and a vendor security review of you. Expect your own SOC 2 report, a security questionnaire and legal review of data handling. Deals speed up when you have a ready trust center, a clean integration with tools they already run, and a deadline on their side like an audit or insurance renewal.

One prompt, worked through