Questions people ask us.
Straight answers on cost, timing, what we guarantee and what you have to do.
What if we don't hit the goals?
We agree the goals, tools, tactics and measurement with you, and we help you work through any weak points to improve your conversion rate. We can't guarantee new contracts or the volume of meetings. However, if the numbers stall, we work across your organisation to find out why, and our deep understanding of storytelling in the cyber security market tells us what to change first.
How soon will we see something?
Content and outreach start in the first month. Relationships and pipeline build over the first quarter, which is why we report monthly.
What does it cost?
Ongoing programs start from $10K a month. One-off builds, AI setup and training are scoped after a 30-minute meeting, so you only pay for what fits.
Can we start small?
Yes. You can start with one piece from the taster menu, then move to an ongoing program once it's working.
Can you guarantee media coverage?
We can't guarantee earned media. We guarantee it's well written, you review it, we select the journalists together and we put it out on the newswire. If you need certainty, we can pre-purchase a spot for the article.
Do we have to do any of the work?
Yes. We build the engine with you and for you. You bring your knowledge, your approvals and your follow-up.
How do you use AI?
Human content, AI drafting, human editing. We start with interviews, so the ideas are yours. AI drafts from what you said, and people edit every piece before it goes out.
Who leads the work?
Tom leads the work. A team of specialists comes in for the specific areas of each campaign or taster menu piece.
Which sectors do you work with?
Cyber security, quantum and broader tech. Cyber is where we started. Quantum and broader tech companies get the same method, applied to the same kind of hard-to-explain product.
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 →Let's scope your problem together.
You'll talk directly to Tom, and you'll see which of the three fits, what it costs and what you'd get in the first 30 days.
Book a meeting →- You meet TomA 30-minute meeting about what you want to achieve.
- You get a draft action planWith the scope, the price and what you'd receive in the first 30 days.
- You startWe agree the start date and begin building together.
Not ready for a full program? Start with one piece.
Deciding to start is often the hardest part. Try an article, a media release, a short podcast series or a video interview, and see how we work together.
Run the Marketing Pen Test.
About three minutes, with questions written for cyber security. You see your score across six areas straight away, and which of our three offers we'd start with. Leave your details and we'll send your one-page draft outline: where we think your revenue could go, and what we'd do to get you there.
