Cybersecurity and Marketing to Government Clients

cybersecurity image of digital padlock

Governments and federal agencies are digitizing more and more assets, processes and systems, exacerbating the growing need for professional and top-notch cybersecurity systems. Creating vital technology to protect digital assets, secure critical systems and more is only one part of the equation. 

After developing a new cybersecurity solution, it has to be seen by those government agencies and policymakers it was designed to help. It may sound intimidating, but there are certain factors to understand about cybersecurity to ensure products reach the ideal government clients.

Current Cybersecurity Tech on the Market

The cybersecurity industry has shown remarkable advances in growth and value in the past few years. In 2024 alone, the cybersecurity market is projected to clear over $167 billion in revenue. Over the next four years, reports have indicated a proposed 10% annual growth in the cybersecurity industry as more global clients begin to reevaluate and update their systems.

No organization is one hundred percent protected against all cyberattacks. However, there are multiple avenues and systems that can be utilized to help negate the majority of cyberattacks or at least prepare for the worst. This is why creating a security plan that covers multiple types of cybersecurity systems is ideal.

Critical Infrastructure Security

Protecting a nation or territory’s infrastructure and protocols from unwanted attention and cyberattacks is a daily struggle. As threats become more sophisticated, vulnerable infrastructure, such as electrical grids and transportation systems, could be under attack. Programs, firewalls, and unique cybersecurity systems that help protect these entities are known as critical infrastructure security.

Application Security

With more and more of the world downloading and connecting to apps on their smart devices, there’s an ever-increasing threat that the data within those programs could be hacked or be left vulnerable to attack. Application and software security are constantly in demand and necessary for any application containing user data.

Cloud Security

As cloud technology and storage become ingrained in both our personal and professional lives, one thing that should be on everyone’s to-do list is ensuring that all cloud storage securities and policies are in place. Developing technology and applications in cloud security will continue to be an essential cybersecurity venture as the world continues to put its trust in cloud technology.

Internet of Things (IoT) Security

The Internet is a vast landscape of networks, users, and data centers. Protecting the network from external and internal threats is a non-stop job. IoT security is the development of systems and methods to protect devices that access networks and limit or minimize threats to them. Progress towards more global networks and connecting them through different countries will only continue to drive the need for more advances in IOT security.

Cybersecurity and the Business-to-Government (B2G) Market

It’s not just individuals and businesses that are developing an online presence. Governments, federal agencies, and other institutions are moving further into a space where private data and information are being stored electronically. Given the complexities of storing user data online and in private networks, federal agencies and government businesses are continually looking for the latest and most sophisticated cybersecurity software. 

It’s not just a concern of protecting data. Given the continuously fragile state of geopolitics, protecting digital data has now become a wartime concern. With conflicts and wars arising both in the Middle East and the continued presence of Russia’s invasion of Ukraine, cybersecurity start-ups and developers are being approached and sought out by government markets to fill needs.

Marketing to Make Crucial Connections 

There are multiple ways government decision makers can learn about new cybersecurity technology. While complicated, having a solid B2G marketing strategy and team is essential to getting any cyber security or defense tech start-up seen by the eyes of investors and potential customers. Working with the right agency and diversifying a brand’s online presence is just the beginning of finding a government client.

Develop a Roadmap

Planning out a marketing and content roadmap is a crucial first step in making a new piece of cybersecurity tech known to the world. A monthly and annual strategy should be developed. This will help keep assets focused and in line with a company’s goals. With a roadmap, marketing objectives and target audiences can be tracked and adjusted while maintaining a focus on the goal of reaching key policymakers.

Maintaining a continuous and scheduled online presence, along with running location-based campaigns with specific agencies and groups in mind, is also essential. With the global reach of cybersecurity threats and issues, from apps to different cloud servers, marketing to a global audience of government agencies and sectors is imperative. 

Maintain a Social Presence 

Social media, especially more corporate-focused platforms such as LinkedIn aren’t just for the B2B and private markets. Government clients are just as present on these platforms as businesses and consumers. Ensure that both a company and a product have a strong and consistent social media presence that potential customers can discover or visit.

Details and announcements about cybersecurity tech on social media aren’t enough. Make a brand or piece of software heard by building connections with potential customers, agencies, and stakeholders. Budgeting for appearances at expos and conferences, as well as reaching out directly to government connections and pages, are great ways to make an entrance into the B2G market.

Providing a Necessary Solution

With more defense ministries, federal infrastructure, and government offices turning towards digital services and technology, this is the time when any new development or innovation could be what they’re looking to protect their digital well-being or that of critical infrastructure or user data. 

Showcasing an understanding of a problem and its developed solution and amplifying that through a marketing strategy can attract the eyes of experts and interested customers in the defense field.

Continuously developing a cybersecurity product is only one part of solving the problem. Getting those services to the right government buyers and clients is just as key.