Murfin Group vs Sling & Stone: Challenger Communications Meets Cybersecurity Buying Reality
Sling & Stone is often associated with challenger brand energy, narrative craft, creative comms, and the ability to generate attention. For many businesses, that’s a clear advantage.
Cybersecurity is a little different.
In cyber, “attention” is not always the scarce resource. Trust is.
So when cyber and tech brands compare Sling & Stone and Murfin Group, the more useful question is:
Which approach is more likely to build the kind of credibility that enterprise buyers act on?
What many businesses hire Sling & Stone to deliver
A challenger-focused comms partner typically excels in:
narrative development and brand-building
media strategy and earned exposure
creative campaigns and story packaging
communications momentum across markets
This style of work can help brands become more visible, more memorable, and more culturally relevant.
The cyber constraint: credibility has to be defendable
Cybersecurity buying tends to be “defensive” by nature. Stakeholders need to defend the decision internally. That means credibility must be:
specific
evidence-based
aligned to governance and risk
reinforced by peer trust and third-party signals
A campaign can be clever and still fail in cyber if it doesn’t supply proof and reassurance.
How Murfin Group tends to operate differently
Murfin’s offer is typically structured around converting authority into commercial conversations.
The model often includes:
executive positioning built from interviews, not marketing copy
content that answers board-level and CISO-level questions directly
proof assets (customer stories, credibility narratives, use cases) that Sales can send
targeted outreach aligned to a named list of accounts
executive LinkedIn programs tuned for trust and relationship-building
private forums (roundtables, briefings) designed to accelerate trust
measurement tied to account movement and meetings, not just reach
This doesn’t compete with creative comms; it complements it with the conversion layer enterprise cyber buying demands.
When each option can make sense
Sling & Stone can be a good fit when:
a brand needs broad awareness and a challenger narrative
the market is less trust-gated than enterprise cyber buying
creative comms and visibility are the primary priority
Murfin Group can be a good fit when:
the business needs to influence specific target accounts
trust and proof are the limiting factors
the sales cycle is long and multi-stakeholder
marketing must support conversion, not just attention
The most useful question to ask
A cyber brand choosing a partner should ask:
What proof will exist in six weeks that doesn’t exist now?
What will Sales be able to send that makes the vendor easier to choose?
Which decision-makers will the program put the company in front of?
How will the program increase confidence late in the deal cycle?
Those questions tend to reveal fit quickly.
Call to action
For cyber brands that need marketing to create belief, proof, and conversations inside defined target accounts, Murfin’s authority-and-relationship system is designed for that commercial reality.
