Notes on cybersecurity marketing

Positioning, demand generation and trust, written for technical founders and the people who market to sceptical buyers.

9 October 2026
The market for lemons, and why your buyer stops evaluating
A buyer who cannot check your product will not compare it to the competition. They will look for a reason to stop looking, and the reason is usually something you wrote.
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25 September 2026
Your buyers can spot AI copy. Here is what gives it away
Two years ago I wrote about the uncanny valley of AI copy. It has moved on since then, and so have the people reading it. These are the tells that get caught now.
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11 September 2026
He said a lot. He said nothing.
A marketing video crossed my feed last week. Perfectly delivered, thirty seconds long, and by the end of it I could not tell you one thing the company does. There is a reason that keeps happening.
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28 August 2026
The month the numbers got worse and the leads got real
Cost per lead tripled and it was the best thing that happened to the account. Two thirds of the leads had never been people.
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12 January 2026
AI Won't Replace Marketers. Especially Not in Cybersecurity.
If AI can generate content, analyse performance, personalise messaging and automate campaigns, why keep marketers at all? On the surface, it sounds logical. Underneath, it reveals a narrow view of what marketing is meant to do.
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27 May 2024
AI Search Is Changing the Rules: What Cybersecurity Marketers Need to Know
Google's latest AI search rollout didn't just tweak how results look. It rewired how users get information and what marketing needs to do to stay visible, credible and trusted.
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12 May 2024
When AI Copy Falls Into the Uncanny Valley (and Why Your Brand Can't Afford It)
There's a particular kind of copy that makes your brain glitch. It reads… fine. The grammar's clean. The structure is textbook. The tone? Technically friendly. And yet, it leaves you weirdly unsettled.
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7 April 2024
Economic downturns expose a brutal paradox for cybersecurity leaders
When markets dip, cyber threats rise but budgets usually go in the opposite direction. This is when clarity matters most. Buzzwords don't cut it. Here's how to build trust and protect credibility when everything tightens.
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26 March 2024
The Silent Struggle: When Cyber Founders Meet Marketing Teams
You might often hear it said that cybersecurity marketing is where technical brilliance goes to die a death by a thousand buzzwords.
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21 March 2024
How the Neuroscience of Trust Can Enhance Cyber Marketing
Trust isn't a fluffy buzzword or a vague marketing mantra. It's a measurable, biological phenomenon. In cybersecurity, where technical precision matters, understanding how trust is hardwired in the brain might just be your secret weapon.
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19 March 2024
From Buzzwords to Trust: How Cybersecurity Vendors Can Break Through the Noise
In today's saturated cybersecurity market, sales and marketing teams face an uphill battle. Prospects are overwhelmed with generic pitches, bombarded with buzzwords and increasingly skeptical of vendor claims.
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30 January 2024
Foundations of Marketing for Cybersecurity Companies
Build a solid marketing strategy to stand out in a crowded, fast-paced cybersecurity market. This practical guide offers founders and business leaders the insights needed to craft clear, compelling messaging that resonates with both technical and non-technical buyers.
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29 January 2024
Where Cyber Meets Clarity: Why I Started Drelity
After years working across the technology channel, I witnessed a persistent challenge in cybersecurity marketing that I couldn't ignore. There was a fundamental disconnect between how solutions were being marketed and the reality of the professionals who needed them.
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