Security marketing loves fear.
It’s easy.
Breaches, threats, dark web stats. A little red text, a ticking clock, and suddenly every CISO is supposed to panic.
And yeah—fear gets clicks.
But reports that start with fear and end with nothing don’t build pipeline. They burn trust.
If you’re publishing research, make it useful. Not just scary.
Show what changed, not just what broke. “61% increase in credential stuffing attacks” is noise. “Here’s how they bypassed MFA—plus detection tips” is signal.
Focus on the how, not just the how bad. Most execs already know the risks. What they want is clarity: where’s the exposure, what’s actionable, what’s different from six months ago.
And back it with real methods. Not anonymous surveys. Not vague insights. Real data, real logs, real analysis.
Your goal isn’t to scare them into booking a demo. It’s to earn enough respect that they want your take next time something breaks.
Fear sells. But trust converts.
Make your report worth reading after the headline. That’s how you get buyers—not bounce rates.
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