Did you know that 61% of CISOs and cybersecurity decision-makers actively use LinkedIn?
It's a platform where they not only stay updated with trends but also actively network and seek out new solutions. For cybersecurity brands looking to reach and influence these people, LinkedIn Ads offer a strategic edge.
Why LinkedIn Ads for Cybersecurity?
The cyberthreat landscape is constantly evolving, and it’s up to CISOs and other cybersecurity leaders to keep up to date with industry trends and new solutions. That’s one of the reasons they attend trade shows like RSA and Blackhat, and it’s the main reason they log onto LinkedIn regularly.
At Remotion, we’ve been working closely with cybersecurity startups and Enterprises from our very first days - and over the years we’ve worked with over 25 different cybersecurity companies. That’s a lot of experience!
A few names we’ve worked with:
Pentera, Cato Networks, Adaptive Shield, Kaspersky, Venn, CYE, Morphisec, Cynet, Gutsy, Cider Security, Dig Security, Hunters, PlexTrac and many, many more.
Targeting:
We have several different methods of targeting cybersecurity professionals, including job titles, but also skills and interests.
Over the years, we’ve developed some sophisticated targeting tactics to reach some of the harder to reach personas.
Some random stats for you to consider*:
There are 11,000 CISOs in the United States, most of which are in Enterprise organizations:
There are over 750,000 LinkedIn members in the US with the skill “Cybersecurity”, 17% of which are Directors, VPs or CXOs:
There are over 2,000,000 LinkedIn members in the US that are interested in “Cloud Security” - at least 40% of which are either in IT or Engineering:
What to consider when running LinkedIn Ads for your cybersecurity brand:
A few questions to ask yourself:
Do you want to run lead generation campaigns, demand generation or brand building campaigns?
Our prospects usually answer “yes, all of the above”.
Jokes aside, it’s critical that we decide where we want to focus on, especially at first.
We usually recommend starting with lead generation, which helps validate the channel internally, and gains buy-in for more interesting demand or brand campaigns.
You’ll also want to consider where your company is in its GTM (Go-to-Market) journey.
When startups are just getting off the ground, there’s usually an intense need for leads, which makes sense, but there are a lot of obstacles in the way.
There are really only a few ways of driving leads:
- Gated Content leadgen
- Demo Request leadgen
- Demand Generation (ungated + demo)
All of these can be great approaches, but depending on where your company is, and what resources are available to you - you’ll need to pick an approach that makes sense.
Gated Content is the easiest way to drive leads, if you have good, relevant content - but the intent level is much lower, which means you’ll need SDRs or BDRs to help move those leads down the funnel. You’ll also need to make sure that you continue to produce content that converts.
Demo Request leadgen campaigns drive leads with around 3x-5x higher intent, but it can be difficult to arrive on the right messaging and copy to get these campaigns to work. Not every market or every product will work for this - and typically the more expensive categories targeting larger Enterprises and more senior decision makers - will be less likely to convert like this.
Demand Generation is a brilliant strategy - the more modern approach - but requires extremely high quality content to be used, and your demo request campaigns will have the same challenge as above, but with much lower conversion rates of click to lead. However, if successful, this will deliver the campaigns with the most intent.
At Remotion, we've seen firsthand the power of LinkedIn Ads in driving impactful results for cybersecurity brands. Whether you're aiming to generate leads, build demand, or elevate your brand presence, the key is to align your campaigns with your specific goals and market position.
Remember, LinkedIn Ads offer unparalleled targeting capabilities, allowing you to reach the right audience with precision. By leveraging these tools and our expertise, you can effectively navigate the complex cyberthreat landscape and connect with decision-makers who are seeking innovative solutions.
In summary, here are the steps to success:
- Define Your Objectives: Understand whether your primary focus is lead generation, demand generation, or brand building.
- Know Your Audience: Utilize LinkedIn’s sophisticated targeting to reach CISOs and other key cybersecurity professionals.
- Choose the Right Strategy: Start with lead generation to validate the channel, then expand to demand and brand campaigns as you gain traction.
- Create High-Quality Content: Ensure your content is relevant, engaging, and aligned with your campaign goals.
- Measure and Optimize: Continuously track your campaign performance and make data-driven adjustments to optimize results.
By strategically approaching your LinkedIn Ads, you can not only achieve your immediate marketing goals but also build a strong foundation for long-term growth and success in the cybersecurity industry.
Ready to learn more?
Let's connect and we'll be happy to see if we might be a good fit.
