Marketing in the security industry is hard. The buyer's journey is beset by a range of shiny objects, competing offers, fear, uncertainty, doubt, budget shifts and cuts, priority shifts, urgent and important fires to extinguish, as well as various other threats to goals and timelines that disrupt the process.
In an ideal world, you start the sales process bypassing all this “stuff” with the best fit and highest-value leads who are already attentive to you, your security company and your offerings.