7 Demand Generation Strategies For Cybersecurity

Welcome to another episode of Security Revenue LIVE, brought to you by the Cyber GTM Alliance community. In this session, Taylor Wells—fractional demand generation consultant and community founder—shares his hard-earned insights from over a decade in the trenches of cybersecurity B2B demand gen. If you’re looking to crack the code on booking more meetings, increasing ARR, and driving meaningful demand for your cybersecurity company, this episode is for you.

Timestamps 

0:00 - Intro & Welcome
1:06 - Why Demand Generation Matters in Cybersecurity
2:54 - Overview: Demand Capture vs. Demand Generation
5:09 - Rising Customer Acquisition Costs & GTM Efficiency Challenges
7:22 - The Competitive Cybersecurity Landscape
8:34 - Defining “Demand Generation” vs. “Demand Capture”
10:29 - Building Trust & Curiosity in Your Brand
13:21 - Understanding In-Market vs. Out-of-Market Buyers (95% are not buying!)
16:19 - Demand Capture Tactics: SEO, PPC, Intent Data & More
18:55 - The Limits of Just Capturing Demand
20:24 - Demand Generation Tactics: Influencer Marketing, PLG, Partnerships, & More
23:04 - Strategy #1: Nail Your Unique Selling Proposition
27:23 - Strategy #2: Sharpen Your Ideal Customer Profile (ICP)
33:49 - Strategy #3: Improve the Buyer Experience (Including AI and Self-Service!)
41:22 - Strategy #4: Picking the Right Go-To-Market Motions
45:26 - Strategy #5: Leveraging Relationships (Customers, Partners, Employees, Influencers)
51:14 - Strategy #6: Pre-Customer Impact & Reducing Time to Value
60:08 - Strategy #7: Video, Video, and More Video
61:49 - Final Thoughts & Community Q&A

Highlights

• Why only 3-5% of your market is ready to buy—and what to do about the other 95%

• Tactical advice on ABM, partnerships, verticalization, and thought leadership

• How to improve your product’s buyer journey and leverage relationships for growth

• Actionable ways to create pre-customer value and outcompete larger brands

• Why video content is the not-so-secret weapon in crowded markets

Resources & Community

Join our community for more insights: Cyber GTM Alliance

Questions for Taylor Reach out inside the community or email: [email protected]

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