Create a stand out positioning and marketing strategy for your Cyber Security business
**Now with updated training in AI tools and AI enabled marketing strategies.**
"I cannot recommend EF and Martin and Noah enough. Throughout the entire process they have been just phenomenal in their methodology, facilitation of workshops, strategic clarity and well-thought through, actionable outcomes."
Anja SaddockHead of Marketing, TrusTrace 
"Elysian Fields was our key strategic partner as we scaled and institutionalized our business from a single family office to a leading boutique asset manager, from a successful early stage investor to a recognized venture and growth investor positioning as a leader accelerating the transition to sustainable food system”
Sedef KöktentürkManaging Partner and COO, Blue Horizon 
"Elysian Fields were instrumental in helping us define our positioning, value propositions and go to market that has been the bedrock behind our 200% growth. We are delighted to have them as our long term partners."
Alexander PershikovFounder, GetTransfer 
"We're really enjoying working with Martin. He helped us segment and create value propositions for each segment, with a new comms creative platform and messaging, PR and marketing together with a growth agency partner."
Ashleigh TennentFounder, MoreHappi 
A Trusted Education Provider
Our tutors have been in education and marketing practice for a combined 40 years. We’ve worked with some of the largest, and also fastest growing brands in the world, from Unilever to ‘unicorn’ tech startups, and written the text books for the UK’s Institute of Direct and Digital Marketing and lectured at the University of Westminster, London.
What can you achieve from the Marketing Unfair Advantage training programme?
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Understand your Cyber Security buyers and their buying journey
We’ll guide you to discover the Jobs to be Done of your target CISO buyers through interview techniques. You'll discover their market ‘Alternatives and Workarounds’, and how they may impact the sales of your product/service. -
Understand your value
You'll learn how to discover the newsworthy 'New Thing' you've invented, how to discover the value it delivers to Cyber Security buyers, and how to describe it in Sales documents. You'll craft the right Value Proposition for each target Persona and Segment. -
Create a Go To Market plan
You’ll learn how to bring all your insights together to create a simple and executable GTM Plan, complete with a standout positioning and provocative messaging, channel partnership ideas and price testing methods. You’ll craft messaging for each stage of the buying journey and for each Persona, ready for marketing and funnel execution. -
Brief an agency to deliver full funnel marketing deliverables
Strategy without execution is worthless. You’ll take your insights and positioning and brief a proven full service agency to deliver all the marketing assets you need to drive interested leads into your CRM database to follow up with sales conversations.
The common questions this programme answers
“How can we beat incumbents?”
“How can we stand out from the competition?”
“How can we be more efficient with the marketing we do?”
“How can we deliver on our growth promises?”
Who this training programme is for
This coaching programme is ideal for B2B cyber security companies and their leaders: the leadership team, CMOs and Marketing teams.
You’ll work in B2B businesses with growing revenue, and you are seeking to scale sales through ‘top of funnel’ marketing. You need to create clear messaging, bold marketing activity and to align teams around validated buyer insights.
Whether you’re preparing for fundraising, seeking to optimise your go-to-market strategy, or aiming to scale your business in a systemised way, this programme provides the strategy, insights and best practice methods to create a marketing Unfair Advantage: a simple, provocative positioning and easy to execute marketing that supports sales outreach.
Program details
Here’s what you will learn
Create your Marketing Unfair Advantage & learn essential Go to Market principles
- Get your messaging and positioning clear, with validated insights
- Develop a compelling market positioning and segmentation strategy to support your Sales activity
- Create differentiated value propositions for each target audience
- Formulate a robust go-to-market plan, ready for your team to execute it
- Learn how to build a scalable, marketing ‘growth machine’ to support your sales activity
- Brief and work with a full service agency to build your acquisition funnels to drive qualified leads for sales meetings
What you’ll create in the training programme
Simplify your vision and align your Go To Market thinking with your commercial plan
- Learn how to align your team around your vision, mission, purpose, values, goals and KPIs
- Create marketing objectives and measures to support your commercial plan
Segmentation and Market Analysis
- Map out buying journeys, identify customer pains and gains, and discover their "jobs to be done."
- Understand how to frame your market, so you can deliver on the buyer’s "jobs to be done."
- Understand how to analyse and segment your target market effectively.
- Learn how to research and validate customer insights.
- Learn how to use your validated insights to aid fundraising and partner acquisition.
Value Proposition
- Create value propositions that resonate with each target segment and the market as a whole.
- Align messaging to the stages of the buying journey.
Create a simple Brand Positioning
- Explore competitive strategies to choose the best for your commercial plans.
- Agree your brand personality and tone of voice.
- Create a provocative point of view that inspires great creative work so you can stand out and become famous in your market.
Marketing Plan
- Assemble your marketing plan
- Understand the channels and formats to use for driving lower Customer Acquisition Costs (CAC) and Lifetime Value (LTV).
Growth and Scaling execution
- Learn the people, processes and platforms required to build a marketing ‘growth machine’ that supports scaling marketing and sales across multiple markets and customer segments.
- Learn how to source marketing agency partners to support your plan.
Why learn with us?
- Enjoy 40 years of experience in one efficient programme
- Designed by seasoned marketing agency founders and venture partners, this course equips B2B CMOs, founders and entrepreneurs with the tools and strategies needed to become differentiated, communicate clearly and create alignment for sales and marketing teams.
- Through a structured, evidence-based approach, you will develop a powerful new market positioning, create compelling value propositions, and craft go-to-market strategies that attract customers, partners and investors.
During this 3 hours masterclass you’ll learn:
- How to understand what cyber security buyers want
- How to use a guaranteed method to build trust and fame for your Cyber Security business
- How to build ‘swagger’ in your brand to attract bigger customers, investors and build the fame you need for a potential exit