In this Cyber Runway Scale session, Tom Glason and Munya Hoto of ScaleWise shared insights into how startups can leverage marketing to attract investment and strategic partnerships. The discussion covered branding, lead generation, and digital strategies that drive deal flow for early-stage cyber companies.

Effective marketing often decides whether a startup generates sustainable deal flow or struggles to break through in a competitive landscape. During a Cyber Runway: Scale session, hosted by Plexal and provided by the Department for Science, Innovation & Technology, Munya Hoto (Chief Strategy Officer) and Tom Glason (CEO and Founder) of ScaleWise, shared their expertise on how cybersecurity startups can develop a marketing strategy that delivers real business results.

I attended the session on behalf of Cyber Tzar, the Enterprise Supply Chain Risk Management platform, to gain insights into how early-stage cyber companies can structure their marketing efforts for sustained demand generation.

Contents

Marketing for Deal Generation 19th November 2024

This video is publicly available on the Plexal YouTube playlist for the Cyber Runway programme.

Why Demand Generation Matters for Cybersecurity Startups

One of the key statistics shared in the session was that 60% of enterprise sales opportunities result in no decision being made. This happens because prospects often fall back on the status quo, unsure whether the change is worth the perceived risk or cost. Munya identified several biases that hold potential buyers back:

• Anticipated regret – fear of making the wrong decision
• Perceived cost of change – reluctance to disrupt existing systems
• Selection difficulty – overwhelmed by choices
• Preference stability – sticking to familiar vendors

If marketing strategies don’t address these biases, startups will struggle to move prospects from interest to commitment. The risk is that companies end up competing only in highly competitive “bake-offs” where price becomes the dominant factor. Instead, successful demand generation requires creating urgency and differentiation that positions a company as the go-to solution before the competition even enters the conversation.

Building a Demand Generation Strategy

1. Defining Your Ideal Customer Profile (ICP)

Munya stressed that demand generation starts with identifying where your company wins best. This means focusing on:

• Customers who pay the most
• Customers who convert quickly
• Customers with the highest retention rates
• Customers with the lowest churn risk

Startups should not only identify the firmographic details (company size, industry, tech stack, geography) but also understand the buying personas within those companies. Cybersecurity purchases typically involve multiple stakeholders—CISOs, IT Directors, Heads of Security—and startups need tailored messaging for each persona.

2. Creating a Messaging House

Once the ideal customers are identified, Munya recommended building a messaging house around three core questions:

• Why change? – What makes the status quo unsafe or ineffective?
• Why now? – What makes this problem urgent?
• Why us? – How is your solution uniquely positioned to solve the problem?

This framework ensures that marketing content doesn’t just focus on features but compellingly articulates the risk of inaction. The strongest messaging ties into real industry trends, regulations, or emerging threats that increase urgency for cybersecurity buyers.

3. Content Strategy: The Role of Data and Storytelling

To differentiate in a crowded market, cybersecurity companies must focus on data-driven storytelling. This means:

• Using customer data or research to highlight the size and speed of security risks.
• Developing thought leadership content around specific cyber threats.
• Aligning with industry frameworks (e.g., NCSC, NIST, Gartner, Forrester).

Munya also highlighted the importance of clear, structured storytelling in cybersecurity marketing. Many startups struggle because their messaging is too technical or generic. A compelling “value wedge” focuses on where your company’s unique strengths meet an urgent customer need that competitors cannot address.

4. Infrastructure for Demand Generation

A well-built demand engine requires the right marketing automation and measurement tools. At a minimum, startups should:

• Use HubSpot or a similar CRM to track engagement.
• Leverage AI for content creation and lead qualification.
• Pick an attribution model (e.g., first-touch attribution) to track marketing effectiveness.

One of Munya’s key insights was that startups that don’t measure content performance are simply practising, not competing. Having clear metrics on content engagement, lead conversion, and pipeline acceleration is critical to refining marketing efforts.

Effective Product Marketing in Cybersecurity

Marketing in cybersecurity presents unique challenges due to the technical nature of the audience. CISOs and security professionals are sceptical, highly knowledgeable, and resistant to traditional sales tactics. Munya outlined four key pillars of product marketing that help bridge the gap between marketing and sales:

1. Lightning Strikes (Strategic Product Launches)

Rather than drip-feeding product updates, cybersecurity startups should schedule “lightning strikes”—high-impact product announcements that:

• Are tied to real industry challenges or upcoming regulations.
• Include customer case studies to provide social proof.
• Feature explainer videos, technical one-pagers, and press releases.

2. Customer Case Studies and Social Proof

Potential buyers trust other customers more than vendor marketing. Startups should invest in:

• Video testimonials and written case studies
• Industry reports featuring real-world cybersecurity breaches and responses
• Customer panels at industry events

3. Community-Led Growth

Security professionals are highly engaged in private communities (e.g., Slack, WhatsApp groups, peer networks) where they exchange vendor recommendations. Startups can build credibility by:

• Creating invite-only CISO roundtables
• Hosting small, high-value networking events instead of large trade show booths
• Encouraging customers to discuss their security challenges in private community spaces

Analyst Relations: The Role of Gartner and Forrester

Engaging with analysts like Gartner and Forrester can significantly boost credibility, but it is often expensive. Munya advised early-stage startups to avoid paying full price upfront and instead:

• Mention analysts in content to gain visibility.
• Host joint webinars or events (cheaper than a full advisory engagement).
• Build relationships early so analysts are aware of the company before they produce market reports.

For startups that cannot afford Gartner’s Magic Quadrant or Forrester’s Wave reports, Munya suggested leveraging smaller analyst firms and independent influencers to gain credibility.

Field Marketing: Events That Drive Deals

For cybersecurity startups, traditional large trade shows are often a poor investment. Instead, Munya recommended:

• Private roundtables and CISO dinners
• Partnering with resellers and MSSPs to co-host customer events
• Organising side-events at major conferences rather than expensive booths

One of the most effective event formats is breakfast or dinner roundtables, where CISOs and security leaders can discuss real-world security challenges in a trusted setting.

Final Takeaways for Cybersecurity Startups

Munya and Tom provided a structured roadmap for cybersecurity startups looking to improve their demand generation efforts. The key lessons included:

1. Differentiate or be commoditised – Build a unique narrative around your strengths.
2. Don’t just create demand—capture it – Invest in content, community, and analyst relations to be present when buyers search for solutions.
3. Measure everything – Use marketing automation and analytics to track content performance, lead conversion, and pipeline contribution.
4. Prioritise quality over volume – A well-targeted dinner with 10 key CISOs is more valuable than an exhibition booth at a massive security trade show.
5. Think long-term – Building credibility through thought leadership, partnerships, and strategic launches will pay off over time.

For cybersecurity founders looking to strengthen their marketing and sales strategies, these insights provide a clear blueprint for generating sustainable demand and closing more deals.