The Top Cybersecurity Marketing and Sales Do's and Don'ts to Follow

I’ve compiled the most useful sh*tlist (+ alternatives) you'll ever need.

Why? Because why not?

The cybersecurity sales landscape is full of avoidable missteps that just make security practitioners tune out. If you’re a vendor, it's time to stop making these common mistakes and start adopting healthier alternatives.

Before we dive in, don’t forget to subscribe to The Cyber Brain and join 1700+ cybersecurity marketers and sales pros mastering customer research.

Here’s what I learned:

Whenever I interview a cybersecurity buyer, I ask them:

What do you hate most that vendors do?

It’s not just about listing complaints—it's about offering solutions.

Complaints without solutions are pointless.

So, I’ve paired each gripe with a practical, actionable alternative.

All I ask is that you read this list and, if you’re feeling generous, actually use these insights.

Let’s dive into what to stop doing and what to start doing.

Dear Cybersecurity Vendors, Please Stop:

💩 Dropping buzzwords like “quantum,” “AI,” and “ML” without backing them up.

If you can’t clearly explain how your product uses AI or machine learning in practical, meaningful terms, then don’t use the words. Buzzwords without context are noise, and they damage trust.

💩 Treating people as stepping stones to get to the CISO.

Don’t discount the value of those “in the trenches.” The lieutenants and soldiers (e.g., analysts and engineers) play crucial roles in decision-making. Treat them with the respect they deserve.

💩 Using sneaky sales tactics after being told “no”.

“No” means no. If someone isn’t interested, respect their decision. Pushing harder only damages your brand and your reputation.

💩 Exploiting someone’s passion to sell your product.

Security professionals are passionate about their work—don’t use that passion as leverage. If your product isn’t truly aligned with their needs, trying to use their dedication against them will backfire.

💩 Blaming security pros for your product’s flaws.

If your product isn’t working as expected, own it. Don’t shift the blame onto users—take responsibility, and work to fix the issues.

💩 Guilt-tripping and using fear in follow-up emails.

Fear-based marketing only gets you so far—and often backfires. Guilt-tripping practitioners into a demo or a deal doesn’t work and erodes trust.

💩 Scaring people into buying something they'll never use.

If your solution isn’t actually a good fit, don’t push it. Selling a product to someone who doesn’t need it hurts your long-term reputation more than you think.

💩 Drinking to frat boy levels of drunk. It's not a good look.

Let’s keep things professional. Networking events are about building relationships, not getting trashed. Don’t be that vendor.

💩 Sending calendar invites like you’ve already had a conversation.

This tactic is presumptuous and irritating. Sending an unsolicited invite without context or prior agreement just feels manipulative.

💩 Ambulance chasing.

Exploiting incidents or breaches for quick sales wins is a massive turn-off. It shows a lack of empathy and makes practitioners wary of your intentions.

💩 Sh*tting on other companies for your gain.

Bad-mouthing competitors doesn’t make you look stronger. It makes you look petty. Focus on your own strengths instead.

Dear Cybersecurity Vendors, Try This Instead:

✅ Respect the “soldiers” and “lieutenants”; empower them.

Give practitioners the tools and information they need to advocate for you internally. Treat them like partners in solving problems.

✅ Quit selling false promises; no security is better than false security.

Be honest about what your solution can and cannot do. False security is worse than none at all, and security practitioners can spot the BS quickly.

✅ Be transparent about how you solve security practitioners’ problems.

Clearly explain the “how” behind your solution. Show proof points and provide demos that offer real, hands-on value.

✅ Build genuine relationships; collaborate on problem-solving.

The best sales come from genuine relationships. Work with your buyers to understand their challenges, not just your sales quotas.

✅ Show how your solution eases their workload in a non-intrusive way.

If your product can truly make their jobs easier, demonstrate that without disrupting their current workflows.

✅ Work with buyers to understand the problem.

Instead of assuming you have all the answers, collaborate with security practitioners to deeply understand the problem and tailor your solution accordingly.

✅ Provide trusted sources for self-verification.

Share third-party reviews, independent reports, and open feedback channels. Let security practitioners verify your claims on their own terms.

✅ Make information easily accessible so they can make informed decisions.

Provide the resources they need to research and understand your solution, such as transparent documentation, case studies, and technical details.

✅ Have honest, realistic conversations about their needs.

Approach sales conversations with the aim of truly understanding what security practitioners need. Be open to admitting when your solution isn’t the right fit.

Final Thoughts

The cybersecurity sales game can be competitive, but that doesn’t mean it has to be sleazy.

By making these changes, vendors can foster trust, credibility, and, ultimately, more meaningful partnerships with buyers.

Implementing these alternatives can help you build stronger relationships and achieve better results without resorting to the common pitfalls listed above.

So, do me a solid:

Read it, absorb it, and use it.

Your buyers—and your business—will thank you.

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