July 28, 2018

5 Cybersecurity Trends to Convince B2B Buyers

BY Alexandre François

Cybercriminals spare nobody in today’s ultra-connected digital world. Small businesses, large corporations, and public institutions alike have been the target of cyber attacks.

Hopefully the IT security ecosystem has been quick to react to threats. Yet it’s not easy for cybersecurity startups and firms to catch the attention of prospective clients — CSOs, CIOs, and other decision makers. And that’s where content becomes a powerful ally. Here are 5 hot trends and 15 stats you can include in your content.

Cybercrime is causing more and more damage

Cybercrime is not going anywhere, and this keeps many executives awake at night. You can leverage that trend in your content pieces, discussing the potential damages caused by data breaches as featured in the news.

  • The average size of data breaches increased 1.8 percent in 2017 to more than 24,000 records (IBM)
  • 65 percent of organizations reported that the severity of attacks has increased in 2017 (Ponemon)
  • Cybercrime will cost the world $6 trillion annually by 2021, up from $3 trillion in 2015 (Cybersecurity Ventures)

Businesses see the importance of cybersecurity

There’s no time to waste: Actions must be taken to protect personal and commercial data, and organizations are ready to invest. You can build on that point encouraging your potential buyers to be proactive, notably through the use of your product and its features.

  • Global spending on cybersecurity products and services are predicted to exceed $1 trillion from 2017 to 2021 (Cybersecurity Ventures)
  • 42% of companies said they increased funds used to combat fraud and/or economic crime (PwC)
  • 75% of executives support security awareness initiatives (SANS Institute)

But many organizations feel they’re not secure

Just ask around. Most IT security professionals can’t confidently say their organization is ready to handle the many threats coming their way. Does your product help tackle that challenge? Show how it makes IT systems, users, and customers safer in your content pieces.

  • 77% of IT professionals say their organizations do not have a formal cybersecurity incident response plan (Resilient)
  • Only 28% follow best practices by erasing and rebuilding a computer’s software after a potential malware attack (Computer Weekly)
  • 97% of email users don’t know how to spot phishing messages, and one in 25 actually clicks on them (InfoSec Institute)

Most attacks originate from the outside

Driven by financial gains, malicious outsiders do their best to put their hands on valuable corporate data. Sophisticated hacking techniques, viruses, phishing, computer worms, ransomware… you name it. How does your application allow users to mitigate these threats?

  • 75% of data breaches are caused by external attackers (Verizon)
  • Around one-third of organizations report being targeted by malware and phishing attacks between 2015 and 2017 (PwC)
  • Injection attacks, referred to as untrusted inputs to a program, account for nearly 80% of the malicious activity on enterprise networks (IBM)

Though insiders are responsible for breaches too

Employees are often considered the weakest link in cybersecurity. After all, they are the ones downloading and opening malicious files, communicating sensitive data, and falling for fraudulent requests. Depending on the nature of your solution or services, you may want to talk about the nefast impact of insider threats.

  • 84 percent of cyber attacks reported had been due, at least in part, to human error (Computer Weekly)
  • 90% of organizations feel vulnerable to insider threats (CA Technologies)
  • 7 out of 10 enterprise security professionals say they experienced the theft or corruption of company information by insiders (Accenture)


Nobody’s data and IT systems are secured, and products and services like yours help reduce the risks and potential damages of cyber threats in a variety of ways.

Would you like to find out how content can support your cybersecurity venture to take off and achieve marketing ROI? Contact us today.

Alexandre François

Chief Content Strategist, Polylead

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