Why Targeting the CISO is a Losing Strategy

I've been hearing the the complaints from CISOs lately, especially now that RSA, BlackHat, and DEFCON are wrapped up for the season. They’re overwhelmed, exhausted by the constant barrage of marketing emails, sales calls, and unsolicited pitches. It’s no wonder they’re tuning out and saying, “Enough is enough.” But here’s the thing: CISOs aren’t just blocking out the noise—they’re passing the responsibility for evaluating new cybersecurity products down to their technical teams. That means if your marketing is solely focused on the CISO, you’re probably missing the mark.

Let’s talk about why targeting the cybersecurity team—the analysts, engineers, and architects who actually use these products—could be the smarter move.

Why traditional outreach is backfiring

Here’s the problem: CISOs are getting flooded with marketing messages. It’s gotten to the point where they’re seeing most outreach as just noise. Every vendor wants their attention, but CISOs don’t have the time or bandwidth to deal with it all. They’re busy with strategic issues, risk management, and overall security posture—not product pitches. So, what do they do? They rely on their technical teams to evaluate and recommend the right tools.

These teams—security analysts, engineers, and architects—are the ones who dig into the details. They know what works and what doesn’t because they’re the ones who use the products day in and day out. When they give feedback to the CISO, it carries weight. And that’s where your focus should be.

The rise of the "boots on the ground" influence

Let’s break it down. Who are the “boots on the ground”? They’re the security analysts, engineers, and architects who get into the nitty-gritty of cybersecurity products. They’re the ones running threat detections, responding to incidents, and making sure the tools they use are doing their job. CISOs trust these team members because they have first-hand experience with the products.

These technical professionals are less interested in flashy marketing. They’re looking for practical solutions that make their work easier and more effective. If you can show them that your product delivers real value, they’re more likely to advocate for it to their CISO. And in many cases, their recommendation can make or break a deal.

Shifting marketing focus from CISO to cybersecurity team

Given the shift in influence, it’s time to rethink your marketing strategy. Here’s how:

• Educational content is king: Instead of pushing sales, focus on educating these technical teams. They want to know how your product solves real problems, so give them detailed whitepapers, webinars, and case studies that go deep. Show them how your solution makes their job easier.
• Community and engagement: Engage with these professionals where they are—technical forums, industry blogs, and conferences. Participate in discussions, offer insights, and be a resource, not just a vendor. Building relationships is key.
• Product trials and demos: The technical team wants to see your product in action. Offer easy access to trials, demos, or sandbox environments where they can test your product’s capabilities without hassle. Let them get hands-on and see how it works for themselves.

Redefining success metrics in cybersecurity marketing

If you’re focusing on the CISO, you’re probably measuring success by how many of them you can contact. But with this new approach, the focus shifts to quality engagement with the technical team.

• Quality over quantity: It’s not about blasting out a high volume of emails anymore. The goal is to create deeper, more meaningful interactions with the people who actually use your product. If you can get them interested, they’ll become your internal advocates.
• Internal advocacy: When a security analyst or engineer champions your product, it’s much more powerful than a slick sales pitch. These are the people the CISO trusts. If they say your product is worth it, the CISO is more likely to listen.

How to adapt to this new reality

To make this strategy work, you need to listen to feedback from the field. Pay attention to what the technical users are saying about your product and your messaging.

• Continuous feedback loops: Stay connected with your users. Adapt your product features and marketing based on the real-world challenges they face. If you’re addressing their needs, you’ll stand out.
• Respecting the CISO’s space: When you do reach out to the CISO, make sure it’s with high-value content that speaks directly to their strategic concerns. Don’t waste their time—offer something that helps them make better decisions.

Conclusion

The bottom line is that targeting the CISO with endless emails and calls isn’t working anymore. The real decision-making power is shifting to the technical teams—the people with “boots on the ground” who know exactly what they need from a cybersecurity product.

It’s time to rethink your approach. Focus on the people who will actually use your product. Build those relationships, educate them, and let them see the value you bring. When you do, you’ll find it easier to get the CISO’s attention—because their team will already be on your side.

Author

Laura Kenner is a freelance content marketer offering a variety of services for B2B SaaS cybersecurity companies and specialized marketing agencies who cater to their needs.

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