Technology communications executive Wayne Schepens leads LaunchTech Communications, a public relations and marketing agency focused on emerging technology and cybersecurity companies. Drawing on experience founding and heading a cybersecurity software firm, as well as work with organizations such as the Naval Surface Warfare Center and the US Military Academy, he advises growth stage and established firms on how to position security offerings in crowded markets. With degrees in electrical and systems engineering and more than two decades in the field, he has grown LaunchTech into a multimillion dollar agency recognized as one of the fastest growing tech PR firms in the security industry. His work with accelerators and industry conferences informs a practical perspective on go to market planning, from brand development and media strategy to investor communication and demand generation for cybersecurity solutions.
Go-To-Market Strategies for Cybersecurity Firms
Cybersecurity firms often face distinct obstacles when marketing their services. These firms sell an intangible, “insurance-like” product – something buyers hope they will never need. The market holds thousands of vendors, each promoting solutions that sound similar. This crowding makes standing out difficult. Smaller firms also lack marketing budgets of larger competitors and often have to rely on cost-effective tactics like search engine optimization and email campaigns. To overcome these and many other barriers, а cybersecurity firm needs varied go-to-market (GTM) tactics that deliver quantifiable results.
Securing venture capital and other funding helps cybersecurity firms grow. But before obtaining funding а company must convince investors, and many financiers have become more cautious, skeptical of solutions that promise much but show little traction. It must prove real adoption, strong customer retention, and clear impact. Market saturation and economic uncertainty further push investors to seek resilience from these companies before committing capital. Firms also need to show disciplined cash management. They can’t rely on aggressive spending that assumes unlimited future funding. With thousands of competing vendors, firms must also explain why their solution matters and why buyers can’t do without it.
Cybersecurity firms must also build strategies that make value clear, pressing, and credible, given most buyers only reluctantly address the need for protection until a breach happens. As such, these firms should create urgency around invisible risks by educating audiences through incident reports, statistics, and scenario modeling that reveal the cost of inaction. Education should include plain explanations, such as how solutions cut downtime, prevent fines, or preserve brand value. Companies should also frame their offerings not as technical extras but as protection for revenue, reputation, and compliance. They can also prove value by sharing certifications, third-party endorsements, and validations that ease buyer concerns.
Competing in a crowded cybersecurity market, firms can’t afford to be “everything to everyone.” They must select specific industries and design solutions for their distinct risks and compliance requirements. This vertical focus addresses the precise challenges that high-value buyers face. Market analysis forms the foundation of audience definition and vertical selection. Firms must examine who they serve and which problems require solutions. Health care, finance, and government represent strong examples because each operates under different regulatory structures. After this analysis, firms can specialize in one or a few verticals. This narrowed scope allows them to deliver superior solutions within their chosen niche and establish authority.
Messaging must adapt to buyer personas, which vary between small and large companies. Startups often have nontechnical owners as buyers, while large enterprises assign this role to IT managers. Messaging should reflect these differences and emphasize business outcomes like risk reduction and operational continuity. Firms should also align solutions with compliance needs and industry regulations. Healthcare buyers, for instance, respond better to cybersecurity tools that explicitly address HIPAA standards than to generic products.
As a market defined by complexity, doubt, and constant change, cybersecurity buyers demand proof of credibility and value before making a commitment. This reality makes public relations and thought leadership critical marketing tools. Early-stage firms gain substantial benefit from public relations, as it offers independent validation that paid advertising cannot match. Media coverage, analyst briefings, and industry awards position а cybersecurity company as а legitimate contender. Establishing thought leadership strengthens market position further – leaders and security experts within these firms can publish research, present at conferences, and engage in industry discussions. This visibility shows customers and investors that а firm grasps emerging threats and develops effective responses.
Standing out in cybersecurity mandates integrating all marketing efforts and a strong presence across multiple channels. Successful firms combine inbound tactics, outbound outreach, and content marketing into а single unified strategy. Each component supports the others while maintaining consistent messaging and a unified brand identity. Content strategy, for instance, may include deliberate placement across websites and platforms so prospects find the brand at every stage of their decision process.
About Wayne Schepens
Wayne Schepens is the founder and managing director of LaunchTech Communications, a Baltimore based public relations and marketing agency that serves technology and cybersecurity organizations. He previously led a cybersecurity software firm and has supported entities such as the Naval Surface Warfare Center, the US Military Academy, and Mach 37 portfolio companies. An electrical engineering graduate of SUNY Maritime College with a master’s degree from Virginia Tech, he also contributes time to community and health related causes, including FARE.