3 Proven Cybersecurity Demand Gen Strategies You Shouldn’t Ignore

00:00 Introduction

Creating demand for a cybersecurity business is hard but worth it if you use the right playbook. This guide covers three strategies that consistently work: interactive trade shows, account-based video marketing, and using LinkedIn to amplify both. Stick to the end for a value proposition tool to sharpen your messaging.

00:00:30 The Game Plan

Three pillars:

• Build relationships and pipeline at trade shows with interactive experiences.
• Use account-based video marketing to speak directly to real decision makers.
• Leverage LinkedIn’s targeting and native video to reach those people at scale.

00:00:32 Strategy 1: Interactive Trade Shows

Why it works

• In-person time builds trust faster than any blog or ebook.
• Leads from events often have higher quality and move through the funnel faster.

How to stand out on a sane budget

• You do not need a giant booth. A 10x10 done right can outperform bigger neighbors.
• Use interactive elements that teach, not just entertain. Examples: touch tables, simple AR demos, guided product stories that show outcomes.
• Design the flow so attendees learn one core thing fast and know the next step.

Tactics that convert

• Pre-book micro-meetings with target accounts before the show.
• Give your team a short narrative with one pain, one proof, one call to action.
• Capture intent on the spot. Use quick forms or QR codes with a clear offer.
• Follow up within 24 to 48 hours with a recap video tailored to that conversation.

00:02:04 Strategy 2: Account-Based Video Marketing (ABVM)

What it is
A focused approach that blends ABM with video. You target specific organizations and the real buying committee, not a vague persona.

Why video

• Explains complex ideas quickly.
• Creates connection and recall better than text.
• Yields measurable engagement data you can use to iterate.

How to execute

1. Define the account list and the committee. Name the roles and their top pains.
2. Plan a short video series per account theme. Keep each video tight and useful.
3. Personalize with context that proves you did your homework. Mention industry, role, or company realities.
4. Keep the tone consultative. Think advisor, not pitch artist.
5. Track who watched, how long, and what they did next. Use this to refine topics and follow ups.

Example use case
A penetration testing firm targeting healthcare creates short videos on reducing breach risk during EHR upgrades, mapping testing to compliance, and prepping for board questions. Each video offers one next step and a way to talk to a human.

00:03:48 Strategy 3: Use LinkedIn to Amplify ABVM

Why LinkedIn
It has a critical mass of cybersecurity decision makers and strong targeting to actually reach them.

Targeting setup

• Filter by job title, seniority, industry, company size, and named accounts.
• Build micro-segments so the message feels native to each group.

Content approach

• Publish native video so it autoplays in feed.
• Mix formats: short thought leadership, quick case snippets, product micro-demos, and customer proof.
• Create one-to-one or one-to-few videos for outreach.
• Use InMail sparingly for tailored messages that link to the right video.

Production reality

• You do not need a fancy studio. A green screen, a decent webcam, and basic lighting are enough to ship weekly.
• Use a simple template for framing, intro, and call to action so you can record quickly.

Measure and iterate

• Watch view rates, completion rates, and actions taken.
• Double down on topics and hooks that drive replies and meetings.

00:06:45 Bonus: Value Proposition Generator

If you struggle to tighten your value proposition for events and video, use the linked interactive generator. It asks a few questions and outputs a clear statement based on a proven storytelling framework. Use it to align your booth copy, your video openers, and your follow-up emails so everything tells the same story.

00:07:04 Wrap Up and Next Steps

• Pick five target accounts and sketch the buying committee.
• Draft a three-video sequence per theme with one clear next step.
• Set your LinkedIn targeting, post natively, and test one-to-one videos.
• Prepare a small interactive element for your next event and pre-book meetings.
• Sharpen your value proposition so every touch says the same thing.