New UK survey reveals thought leadership helps cyber security vendors influence and build relationships with CISOs
More than eight out of 10 (84 percent) IT security decision makers are more likely to work with an organisation that publishes thought leadership content over those that don’t, according to new research. More than 200 senior security decision-makers were surveyed on how thought leadership influences their behaviour by Code Red, an international cyber security specialist PR network. The findings reveal that good thought leadership impacts CISO’s decisions and can put them ahead of their competitors.
The research shows security decision-makers spend more than three hours every week consuming thought leadership content. The amount of time spent consuming thought leadership impacts attitudes towards the organisation that publishes it, with three in five senior security decision-makers stating that it increases respect, trust and perception of an organisation’s capabilities. 74 percent say they are willing to pay a premium price to a cyber security vendor who is a thought leader in their market.
The findings revealed that thought leadership has an impact on the jobs of those who consume it. On average, almost 40 percent of respondents said they believe thought leadership content helps them do their job better with 61 percent claiming it has helped influence a different way of working. The format has a huge influence on its success as Code Red discovered 47 percent prefer factual content through a case study format, followed by the accessibility of podcasts (40 percent), and news articles and webinars (both 39 percent).
Commenting on the findings, Code Red managing director, Dianne Canham said: “This research highlights exactly why cyber security vendors need to invest in creating compelling thought leadership content. A common misconception is that thought leadership only drives initial brand awareness. The findings highlight the role played by different types of thought leadership content throughout the sales buying process from awareness to purchase and beyond. Every marketer working for a cyber security vendor can use this data to justify allocating extra budget to building a thought leadership position for their business.
“To create content that will reach and influence CISOs and other key audiences, organisations must balance fresh, relevant insights and advice with a format that is convenient and accessible. Thought leadership is one of the most powerful tools in a marketer’s arsenal – if you can strike the right balance.”
You can view the full results of the survey here, in our free e-book.