Why Customer Marketing Is the Growth Engine Cybersecurity Forgot

In cybersecurity, most budgets chase new logos, but the real revenue multiplier hides

behind the firewall: your existing customers.

Across the industry, renewals are reactive, cross-sells inconsistent, and advocacy programs

underfunded. According to Bain & Company (2025), companies that align sales and

marketing around retention see 2.5X higher lifetime value (LTV) than acquisition-first

peers.

Meanwhile, McKinsey’s SaaS Security study found that a mere 5% increase in retention

can boost profits 25–95%. Yet, 80% of cybersecurity marketing spend still targets

acquisition.

AI is rewriting this playbook:

• Predictive churn modeling based on usage and support data

• Adoption analytics revealing underutilized features

• Next-best-action engines powering personalized outreach.

The strongest cybersecurity leaders use customer marketing as a growth engine, anchored

in:

1. Data intelligence to prioritize engagement

2. Collaboration across CX, Sales, and Marketing

3. Trust-based communication that deepens relationships.

Retention isn’t a department, it’s a discipline.

When companies treat it as core to GTM, not an afterthought, they unlock faster ROI, higher LTV, and scalable growth.

Read the full article: “Why Customer Marketing Is Underserved in Cybersecurity” on G2IM Insights."