Product, price, place, promotion, people, process, and physical evidence.
Let’s play a game.
Can you recall all 7 without cheating?
That’s how short our attention span got. 🙂
But that’s not the subject of this post.
Today is about what we expect from marketing today.
Every conversation I have lately is “hit the sales number now” rather than “why are we doing this, what’s the reasoning behind it.”
Short term pressure kills long term leverage. Basics slip away. And the 7Ps are basics worth keeping.
Here’s how they look in cybersecurity:
Product
Not the feature list, the frame. “Zero Trust DNS” lands better than “safely resolves each domain” Buyers need a frame that fits their board slides.
Price
It’s not just the figure. It signals weight. Price your product like a SaaS plug in and the CISO reads “toy”
Place
Not geography, budget context. Direct from your site means friction. Via Azure or AWS Marketplace means it drops into a line buyers already trust 😉
Promotion
Forget feature spam. Plant memory. If CISOs leave your booth with a phrase they’ll repeat upstairs, that’s promotion.
People
Beyond sales reps. It’s who vouches for you. A bank’s testimonial outweighs a hundred cold emails.
Process
Every redline, every onboarding call, tells buyers who you are. Three weeks to start a trial and your brand says “slow” before your product ever runs.
Physical evidence
Often ignored in SaaS. Buyers want proof. Public changelog. Real dashboard shots. A security page that preempts questions. These are the artefacts buyers take to justify the choice.
The 7P is not a theory. More like a health check.
When pipeline drags, ask: which P is weak? It’s rarely all of them.
It’s usually that one P.
Sometimes it is procrastination.