Guides and answers on marketing cyber security.
How to reach CISOs, what works, what it costs and how to measure it. Written for founders and marketing leads at cyber security companies.
The full picture
What is cyber security marketing?
Tom FinniganCyber security marketing explained: what it is, how it differs from digital marketing and the five elements every security vendor needs.
Read the article →Guides · 3 min readHow do businesses track the performance of cyber security marketing?
Tom FinniganHow to track cyber security marketing performance: the six stages from reached to advocate, influenced pipeline and how long results take.
Read the article →Guides · 3 min readHow to choose a cyber security marketing agency
Tom FinniganHow to choose a cyber security marketing agency: rankings, agency vs fractional marketing director vs hire, and five questions to ask first.
Read the article →Guides · 5 min readHow to run a cyber security campaign that books meetings
Tom FinniganHow to run a cyber security campaign that books meetings: campaign ideas, awareness campaigns, the tools to manage one and where to find experts.
Read the article →What we think
Our marketing stack now takes instructions in plain English
Tom FinniganEmail lists, email sequences, analytics tracking and new web pages, set up by describing the job. What changed, and the question I can't put down.
Read the article →Growth · 4 min readThree functions, not three people
Murfin GroupEvery business needs growth, product and operations working well. Jason Murrell's point is that you don't need three hires to get there. You need three owners.
Read the article →Cyber assurance · 2 min readCyber risk is scaling faster than the way we assure it
Jason MurrellQuestionnaires, spreadsheets and annual attestations tell you what a supplier believed on the day they filled in the form. Risk moves faster than that.
Read the article →Growth · 4 min readA like is not a lead
Murfin GroupLikes tell you someone noticed. They don't tell you whether the CISO at your top target account is any closer to a meeting. Here's what we count instead.
Read the article →Storytelling · 5 min readThe breach everyone remembers is a story
Murfin GroupAustralians logged 84,700 cybercrime reports last year and can quote almost none of them. Most can tell you what Medibank did. Buyers remember stories, and the vendor whose story a CISO can retell to the board wins the deal.
Read the article →Buyer psychology · 5 min readCyber buyers move on triggers, not persuasion
Murfin GroupOptus disclosed a breach in September 2022; within nine weeks parliament had lifted privacy penalties to $50 million. Buyers move the same way, on moments rather than messaging. The craft is being the name they already trust when the moment lands.
Read the article →Data and AI · 5 min readGive marketing the telemetry you give your firewalls
Murfin GroupCyber companies log every packet and alert on every anomaly, then run their own marketing on monthly feelings. The fix is the discipline you already have, applied one floor up: name the stages, measure the rates between them, test where it stalls.
Read the article →Short answers to common questions
What does a cyber security marketing agency do?
Murfin GroupA cyber security marketing agency helps security vendors, MSPs and suppliers to government earn the trust of buyers who are sceptical for a living. At Murfin Group that means a strategy worked back from a 12-month target, a story buyers remember, and a monthly report on the meetings and pipeline it produces.
Read the article →Answers · 2 min readHow much does cyber security marketing cost in Australia?
Murfin GroupAt Murfin Group, ongoing programs start from $10,000 a month. One-off work, such as a new website, a marketing engine build, AI setup or team training, is scoped after a 30-minute meeting so you only pay for what fits. A single article, podcast or roundtable is a way to start small.
Read the article →Answers · 2 min readHow do cyber security companies generate qualified leads?
Murfin GroupStart with a named list, not a market. Choose the accounts you want, find the two or three people who decide in each, and reach them with one clear idea across email, LinkedIn, events and the occasional parcel on the desk. Then track every person's stage until they're in a meeting with you.
Read the article →Answers · 2 min readWhen should a cyber security company start marketing for the next financial year?
Murfin GroupWell before budgets are set. Australian government agencies, and many Australian companies, run their financial year from 1 July, and budgets are decided before it starts. Buyers call the vendors they already know first, so the relationships need to be in place before the budget conversation, not after it.
Read the article →Answers · 2 min readWhat is the PESO model, and why put paid media last?
Murfin GroupPESO, a model developed by Gini Dietrich, groups media into paid, earned, shared and owned. Murfin Group runs it in a different order: owned first, then shared, then earned, and paid last, only for content that has already proved it sticks with your buyers. Paid spend then goes behind pieces you already know work.
Read the article →Answers · 2 min readHow do you make cyber security messaging memorable?
Murfin GroupTest it against the six principles in Chip and Dan Heath's Made to Stick: simple, unexpected, concrete, credible, emotional and told as a story. Most cyber messaging is accurate and forgettable. Replace abstract claims with a moment your buyer can picture, and tell it through a real client, incident or number.
Read the article →Answers · 2 min readHow should a cyber security company measure marketing?
Murfin GroupMeasure meetings with named target accounts, opportunities started and pipeline influenced, reported monthly. Underneath, track each target's stage (reached, engaged, met, opportunity, client, advocate) and the conversion rate between stages, so you can see where buyers stall and test one change a week.
Read the article →Answers · 2 min readHow can cyber security companies use AI like Claude and ChatGPT in marketing safely?
Murfin GroupSet it up before you scale it: a workspace that knows your brand, buyers and data rules, a shared library of prompts for real tasks, and a person who reviews anything before it goes out. Connect tools only with the permissions they need, and read each tool's data settings yourself.
Read the article →Answers · 2 min readDo roundtables work for cyber security lead generation?
Murfin GroupThey can, when the room is right. A small, invite-only roundtable with the decision makers on your target map builds the trust cyber buyers need before they shortlist a vendor. Keep it a conversation rather than a pitch, and plan a follow-up for every guest before the night starts.
Read the article →Answers · 3 min readHow does Murfin Group compare with other cyber security marketing agencies?
Murfin GroupMurfin Group specialises in cyber security, quantum and technology companies, and reports on meetings with named target accounts, opportunities and pipeline. Other cyber marketing agencies lead with search and content, account-based video, PR, or branding, and several also work across other sectors. The right choice depends on what you need most this year.
Read the article →One useful idea a month, no fluff
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