Cybersecurity Marketing: What It Is and Relevant Jobs to Explore

Cybersecurity marketing is an area of marketing focused on effectively promoting and communicating cybersecurity products and services. The field requires technical understanding and marketing expertise to convey key security value propositions successfully.

Learn more about types of cybersecurity marketing and different roles you can explore in this unique area. Afterward, build your cybersecurity knowledge with the Google Cybersecurity Professional Certificate.

What is cybersecurity marketing?

Cybersecurity marketing is an area of marketing focused on promoting cybersecurity products and services. Through strategies, plans, and campaigns, cybersecurity marketing professionals help companies stand out in a crowded field and successfully communicate brand value to potential customers.

Cybersecurity marketing can also help companies identify the type of customers who would benefit most from their specific products.

Cybersecurity marketing channels

As a cybersecurity marketing professional, you can use many of the same marketing channels to build awareness about cybersecurity companies and their various offerings. These include:

• Content marketing: Cybersecurity marketing professionals can develop valuable written content, such as blogs or downloadable guides, for potential customers to help educate them about available products.

• PPC marketing: Pay-per-click (PPC) is a strategy that helps funnel people to a specific landing page or action—such as signing up for a free quote—through deliberately placed ads and calls to action.

• Event marketing: Combining educational and promotional elements, cybersecurity marketing professionals can hold or attend security conferences, technical workshops, and threat briefings to provide live demonstrations, hands-on labs, and expert panels.

• Social media marketing: Social media is a powerful way to drive valuable engagement with stakeholders and other company decision-makers who might benefit from your services. Platforms like LinkedIn make it easy to facilitate valuable interactions with potential customers.

What skills are required for cybersecurity marketing?

As a cybersecurity marketing professional, your skills will bridge technical knowledge of cybersecurity and technical knowledge of marketing. The following skills are important for working in cybersecurity marketing:

• Technical fluency: The ability to understand and effectively communicate complex security concepts, threats, and solutions without compromising accuracy while making them accessible to various audience levels.

• Strategic content development: The skill to create compelling, technically accurate content that addresses specific security pain points while maintaining credibility and avoiding fear-mongering tactics.

• Data analysis: The capacity to interpret security metrics, threat data, and market research to develop meaningful marketing narratives that resonate with technical decision-makers.

• Stakeholder management: The ability to effectively collaborate with technical experts, product teams, and security researchers to ensure marketing messages align with technical reality and maintain credibility.

• Industry trend awareness: The commitment to stay current with rapidly evolving security threats, compliance requirements, and technology developments to ensure marketing strategies remain relevant and accurate.

5 cybersecurity marketing jobs

We've compiled some of the top job titles to consider as you explore opportunities in this unique marketing area.

1. Marketing specialist

Average annual US salary (Glassdoor): $60,637 [1]

Marketing specialists work to create marketing materials such as newsletters, brochures, and email content. In this role, you'll follow best practices to distribute information about your company and increase brand awareness. Additionally, you might manage social media accounts and generate sales leads. Some of the top employers in information technology marketing include Meta, X, and NVIDIA [1].

2. Marketing coordinator

Average annual US salary (Glassdoor): $54,550 [2]

Marketing coordinators assist a company's marketing department by coordinating marketing activities such as events, email outreach, and campaign development. Because this is an entry-level role, pursuing it can be a good strategy for getting your start in this industry. Some of the highest-paying information technology companies hiring for marketing coordinator positions include NVIDIA, Meta, and X [2].

3. Marketing copywriter

Average annual US salary (Glassdoor): $73,925 [3]

A marketing copywriter creates and edits copy for various marketing materials, including website copy, brochures, blog content, and email copy. Essentially, a marketing copywriter would use persuasive writing to create attention-grabbing headlines and content to help sell products and services. Copywriters also incorporate a brand’s desired voice into all messages distributed by the brand. Highly rated companies for which you might write cybersecurity marketing copy include Google, Amazon, and Juniper Square [3].

4. SEO analyst

Average annual US salary (Glassdoor): $67,026 [4]

Search engine optimization (SEO) analysts aim to maximize a company's audience reach by developing strategies to capitalize on opportunities for better search engine performance. In this role, you would record, research, and analyze an organization’s data to discover how to generate more online traffic for its website and social media accounts. Additionally, your job might entail researching keywords, reporting search trends, and sharing ideas about creating effective SEO content with other creative teams. Top-paying companies that hire SEO analysts include Meta, PayPal, and Google [4].

5. Marketing manager

Average annual US salary (Glassdoor): $81,323 [5]

As a marketing manager, you will develop and carry out a marketing plan, including campaigns related to brand awareness, market research, and communication using channels such as email, social media, or advertising. Furthermore, you might work with executives to plan a budget while formulating pricing strategies for various products and services. Marketing managers typically hold a bachelor’s degree in business, marketing, or communications. Top-paying employers for marketing managers include Meta, Cruise, and Apple [5].

How to get started in cybersecurity marketing

You’ll typically need a bachelor’s degree in marketing, cybersecurity, or a related area to work in this field. If you are new to marketing, look for entry-level roles at cybersecurity companies that offer relevant products and services. You can also focus on building up your knowledge of cybersecurity with your abilities in marketing.

If you've already been working in marketing and want to move into cybersecurity marketing specifically, you'll need to develop your cybersecurity knowledge, including key threats and solutions. It can also help to be aware of current trends.

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