![\"Why](\"https://mercurylabsmarketing.com/wp-content/uploads/2018/02/Why_FUD_No_Longer_Cuts_It.jpg\")
News of epic data breaches now hit headlines almost every week. If 2017 has proven to be a record-setting year for high-profile cyber-attacks (think Equifax, Verizon, Uber, Kmart, etc.), then 2018 is shaping up to be an even bigger year for cyber security threats. In fact, a recent World Economic Forum (WEF) report names cyber-attacks as one of the biggest risks the world faces in 2018.
\n\n\n\nIn the first two months of the year alone, there\u2019s already been a number of large-scale data breaches with tens of millions of records compromised. Each minute, cybercriminals launch more than 1,200 ransomware attacks, unleash 818 new malware strains, and send out 108,300 phishing emails. That\u2019s not even counting the potentially massive amount of exploits available to hackers from the Meltdown and Specter vulnerabilities lurking in almost every computer on the planet.
\n\n\n\nAccording to data compiled by CSO Online, around 58 records are stolen every second at an average cost of $141 each. Almost half of businesses say they incur at least $10,000 in losses with each hour of downtime, and 60% of small businesses never recover after an attack. Cyber security Ventures predicts that the annual cost of global cybercrime damage will reach $6 trillion in 2021.
\n\n\n\nThere\u2019s no doubt that the business impact of cyber security incidents can be staggering, and vendors know this very well. That\u2019s why a lot of cybersecurity sellers and service providers often peddle their wares under an atmosphere of FUD.
\n\n\n\nFUD stands for fear, uncertainty, and doubt. When a vendor pitches FUD, it\u2019s trying to influence a prospect\u2019s perception of the problem by focusing too much on negative outcomes. While a little FUD works well at starting a conversation, it stops being useful when FUD turns into the main message itself.
\n\n\n\nWriting for Forbes, Lior Div argues that FUD has now been overused as a tool to produce instant buy-in from stakeholders. FUD creates short-term alignment of priorities. After all, what company would want to end up as the next Equifax? But to really prepare for cyber security threats, vendors must inspire confidence, not sow panic.
\n\n\n\nFUD allows vendors to hammer home the idea that something terrible is going to happen unless prospects do something about it. It provides a way for sellers to quickly boil down oftentimes complex ideas into easily digestible points. But this oversimplification does little to help potential customers make informed decisions. Here\u2019s why:
\n\n\n\nA recent Ernst & Young survey shows that cyber security is now a bigger business priority for most companies, especially for those in the tech sector.
\n\n\n\nClearly, businesses are now acutely aware of the risks posed by cyber security threats, which means there\u2019s little need for FUD.
\n\n\n\nFrom DDoS to SQL injection attacks, cybercriminals have a long list of methods to choose from, and businesses want to protect themselves against these threats (not just against the ones that get covered in the news).
\n\n\n\nMcAfee Labs\u2019 latest threat report shows just how diversified the cyber security threat landscape has grown. According to the study, the leading cyber attack categories for Q3 2017 include SMB protocol (44%), browser-based (16%), DoS (13%), brute force (12%), malware (7%), and DNS (4%). Newsjacking only allows a vendor to cover a thin slice of this spectrum. You can\u2019t really cite fallout from a major DDoS attack when you\u2019re selling encryption.
\n\n\n\nBesides, now that cyber security is a top company priority, more stakeholders are involved in the buying decision. Different buyer roles (risk managers, C-level information security officers, IT stakeholders, operations, finance, etc.) need different messaging strategies, instead of the one-size-fits-all FUD pitch.
\n\n\n\nAs an article published in Selling Cybersecurity magazine explains, FUD remains a go-to pitch despite many leading figures in the industry conceding that the age-old tactic has already run its course. Since it can be difficult to show how complex products like an end-point system or a network solution work, FUD fills the messaging gap by standing in for subtle details.
\n\n\n\nBut that only means vendors are simply echoing each other, and as the scale and severity of cyber-attacks in the news continue to increase, the noise will only grow louder, making it difficult for any single vendor to be heard.
\n\n\n\nEven if FUD lets you reach an audience, scare tactics can only take you so far. To drive action and conversions, it\u2019s about being able to meet specific business needs.
\n\n\n\n![\"How](\"https://mercurylabsmarketing.com/wp-content/uploads/2018/02/How_to_Move_Past_FUD.jpg\")
The size of the global cyber security market clocks in at around $96 billion, with thousands of vendors competing in more than 150 product/service categories. Sellers clearly need a more proactive strategy to stand out in such a fragmented industry. Here\u2019s how to start taking steps in this direction.
\n\n\n\nInstead of fear, uncertainty, and doubt, why not focus on reality, response, resilience, and rehearsal? These are the 4 Rs of cyber security, according to Jeremy Kajendran. Vendors that thrive in today\u2019s threat landscape are those that demonstrate exactly how their solution fits in or enables this process.
\n\n\n\nUp to 7 stakeholders are now involved in buying B2B solutions. This shift is also taking place in cyber security purchases, as cyber security becomes a company-wide concern rather than a purely IT problem. This means that your marketing message needs to appeal to what each decision-maker requires to arrive at a choice.
\n\n\n\nAs Impact B&D explains, the target audience depends on whether you\u2019re marketing to large enterprises or SMBs. For enterprise solutions, the following typically comprise the purchasing committee:
\n\n\n\nFor SMBs, Impact B&D says the target audience for cyber security solutions usually consists of:
\n\n\n\nRelated: Analysis: The Information Gathering Process of B2B Buyers
\n\n\n\nIt\u2019s clear that each buyer role requires its own marketing message, and it involves almost zero FUD. Cyber security vendors need to talk about how their solution mitigates specific risks or protects against given threats. This is best done through marketing collaterals that add value and educate (read: not scare) potential customers.
\n\n\n\nThe top content types that B2B tech buyers consume are:
\n\n\n\nThese materials can then be mapped to different buyer roles and to different stages (top, middle, and bottom of funnel) using both inbound and outbound strategies.
\n\n\n\nRelated: The B2B Buying Process Has Changed: Here\u2019s How Not to Get Left Behind
\n\n\n\nThe Takeaway
\n\n\n\nScaring potential customers into a buying decision no longer works. Even if prospects continue to read chilling headlines about high-profile data breaches week in and week out, they\u2019re now well aware of the threats and risks they face. Cyber security vendors\u2019 responsibility is to offer a real solution, not spread panic.
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