The latest report from Code Red, a public relations communication security network, found that being a thought leader in the cybersecurity industry adds weight to the choices of chief information security officers (CISO).

Code Reds global research report found that 74% of CISOs confirmed their willingness to work with a cybersecurity vendor who is a thought leader in its market sector. Being a thought leader is proven to be a significant marker of quality and helps build the reputations of cybersecurity suppliers.

“Thought leadership is a fundamental prerequisite for successful marketing campaigns, and the report findings are testament to that,” said Robin Campbell-Burt, CEO at Code Red. “Establishing yourself as an industry thought leader is no mean feat as it takes effort and persistence, but those who commit themselves to this marketing approach will gain an important competitive advantage and build value for stakeholders in their own business.”

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Code Red surveyed 819 IT security decision-makers from companies across 10 countries.

Procurement

The report discovered 43% of respondents claim to have used thought leadership content when making a final decision to appoint a cybersecurity company. Even once a deal has been struck, thought leadership remains paramount, as 35% of CISOs have even increased their business with an existing supplier because of strong thought leadership.

CISOs consider the authority or reputation of security vendors when procuring solutions for their companies. They deep dive into the thought leadership process of vendors to know who well they know the market, the product, and customers’ needs. This is important for them because while threats are the same, companies from different industries have unique needs.

Establishing themselves as thought leaders make cybersecurity vendors more credible in the eyes of the CISOs and other IT security decision-makers.

Code Red offers cybersecurity vendors looking to build a profile in new territories the opportunity to work with local security PR specialists in their target market.