In today’s crowded cybersecurity landscape, where countless vendors offer similar solutions, standing out is no easy feat. As AI-powered cyber threats become increasingly sophisticated, cybersecurity is no longer just a technical concern — it’s a branding challenge. The question for marketers now is: how do you build trust without resorting to fear?
With the recent Crowdstrike outage, customers are looking for solution providers who can provide real-time threat detection and response and Securonix is successfully winning the battle by putting innovation and a customer-first approach at their core business.
Securonix Senior Marketing Director – APJ, Europe & Middle East Africa Vinny Sharma offers insight into this space. She speaks to the challenges of positioning complex, high-stakes technology in a way that builds clarity and confidence, not confusion. she provides a perspective highlighting how marketing in the cybersecurity space needs to evolve — moving beyond fear-driven messaging to strategic trust-building.
Medianews4u.com caught up with Securonix Senior Marketing Director – APJ, Europe & Middle East Africa Vinny Sharma.
Q. Could you talk about how cybersecurity is no longer just a technical concern but a branding challenge for companies?
Cybersecurity has evolved into a company-wide priority that directly impacts brand reputation. In today’s digital world, trust is central to customer loyalty—and a single data breach can seriously damage that trust. If people feel their data isn’t safe, they’ll turn to competitors. This shift makes cybersecurity not just a technical issue, but a critical branding challenge. Companies must now communicate—clearly and consistently across all channels—that data protection is a top priority.
In India, the rise in cyberattacks has underscored this urgency. High-profile incidents such as BSNL’s data breaches, Angel One’s personal data leak, and WazirX’s $235 million hack highlight the scale of the threat. In total, scams have led to losses of nearly Rs. 12,000 crore.
Sectors like healthcare, hospitality, and banking—which handle extremely sensitive data—are among the most targetted. For these industries, a single leak can not only erode hard-earned customer trust but also cause long-term damage to the brand.
Q. How can marketing in the cybersecurity space evolve by moving beyond fear-driven messaging to strategic trust-building?
Fear-driven messaging alone is no longer effective in cybersecurity marketing. As per my experience, the focus must shift towards strategic trust-building to foster long-term relationships with clients and stakeholders. This involves:
● Educating and raising awareness among buyers and audiences by providing insights into the evolving landscape of cyber threats.
● Establishing thought leadership to position the brand as a credible and reliable voice in the cybersecurity space.
● Leveraging AI for automation and AI-powered search, enhancing visibility and discoverability in generative search engines.
At Securonix, we take a strategic approach to trust-building by publishing whitepapers, threat intelligence reports, and newsletters that offer objective insights into evolving cyber threats—while equipping readers with actionable solutions.
Q. What marketing activities and innovations is Securonix doing in this regard?
In addition to continuously innovating our product to meet evolving customer needs, Securonix actively takes the following steps to build trust and credibility within the industry:
● Leveraging Industry Partnerships: Securonix has a diverse partner programme encompassing various types of organizations, including MSSPs, VARs, technology partners, systems integrators, and technology services distributors. These partnerships help Securonix solve complex cybersecurity challenges and deliver advanced solutions to its customers. Key partnerships include those with PwC India, RAH Infotech, AVANT, Cribl, and TD SYNNEX, among others.
● Robust Digital Presence and Content Strategy: Securonix invests significantly in SEO, email marketing campaigns, and strategic content distribution. It shares valuable insights through industry publications, influencers, and events—enhancing brand visibility and credibility across digital platforms.
● Engaging Events and Webinars: Securonix hosts events and webinars to build meaningful relationships with its audience, showcase the platform’s capabilities, and educate the market on emerging cybersecurity trends, best practices, and innovative solutions.
● Continuous Innovation and Targetted Product Marketing: Through targeted marketing efforts tailored to specific industries and organisations, Securonix delivers high-quality content such as whitepapers, case studies, and blog posts. These resources demonstrate the effectiveness and value of its cybersecurity platform.
Q. Is Securonix in its marketing in 2025 focussing on the importance of companies getting ahead of cybersecurity issues rather than reacting when it is too late?
Yes, in 2025, Securonix is placing a strong emphasis on proactive cybersecurity—encouraging companies to stay ahead of potential threats rather than reacting after damage is done. Central to this approach is the cutting-edge Securonix EON solution, which enables early detection of even the most subtle threats.
By combining real-time data with historical behaviour analysis, Securonix effectively identifies insider threats and external account takeovers before they escalate. This ensures advanced threat detection with minimal noise, empowering organisations to act decisively and early. This proactive philosophy is deeply embedded in all our marketing and communication efforts.
Q. Where is the whitespace for growth for Securonix in the country? How important is India vis-a-vis other countries that Securonix operates in?
India plays a crucial role in Securonix’s global growth strategy—serving both as a major innovation hub and a high-potential market. Nearly 70% of our global workforce is based in India, with around 350 employees, and we’ve significantly scaled our R&D capabilities over the past year by adding 80 new software developers.
Our Centers of Excellence in Pune and Bangalore are the core drivers of our product innovation, delivering advancements that fuel our global platform. In 2024, we achieved 40% year-over-year business growth, and we’re building on this momentum by investing in talent, accelerating our product roadmap, and strengthening customer support.
To expand our market footprint, we are deepening partnerships with MSSPs and increasing our focus on tier 2 and tier 3 cities. Today, Securonix serves over 1,000 customers globally, with more than 100 across the APMEA region—including leading organisations, key defense agencies in India and Singapore, and strategic clients such as Changi Airport.
Our robust partner ecosystem empowers us to serve a wide range of customers—from large enterprises to mid-sized and SMB organisations—by delivering customised, cloud-native security solutions throughout the region.
Q. Is the media and entertainment industry like broadcasters, OTT platforms, media agencies an important client base for Securonix? Kindly elaborate.
The media and entertainment industry is not a primary focus for Securonix at this time.
Currently, the company is strategically concentrating on key sectors such as BFSI, healthcare, and information technology, where the demand for advanced cybersecurity solutions is especially critical.
Q. What role is data analytics playing in helping company develop better targeted communication and identify market gaps?
At Securonix, data analytics plays a crucial role in helping us deliver more targeted and impactful communication.
By analysing customer behavior, threat patterns, and engagement trends, we’re able to tailor our messaging to what truly matters to our audience. It also helps us spot market gaps—whether it’s emerging risks, regional trends, or underserved industries—so we can align our offerings and outreach accordingly.
Q. Could you shed light on digital marketing strategies, including online ads, social media campaigns, and email marketing, that will be used to promote the company’s solutions?
Our digital marketing strategy focusses on driving awareness, generating leads, and building trust across our core markets like healthcare, BFSI, and IT. We run targeted online ads across Google, LinkedIn, and industry platforms using account-based marketing and audience insights.
Our social media campaigns, especially LinkedIn and Twitter, highlight thought leadership, product updates, and customer success stories to engage decision-makers. Through email marketing, we nurture leads with tailored content like newsletters, product updates, and event invites—aligned to user behavior and funnel stage.
This is supported by a strong content and SEO strategy, including whitepapers, case studies, and blogs, optimised for both traditional and generative search engines. In 2025, we’re enhancing our efforts with greater automation, personalisation, and data-driven insights to strengthen our digital presence and market leadership.
Q. What role will on-ground activities like roadshows, seminars play?
On-ground events like our flagship Securonix Spark Roadshow are key to Securonix’s marketing strategy, fostering direct engagement with cybersecurity professionals and decision-makers. We also participate in key cybersecurity events that happen throughout the year, namely GITEX, RSA, Black Hat, etc.
These events provide a platform to showcase our innovations like AI-driven threat detection and response solutions, while discussing emerging trends. They offer valuable opportunities for in-person interactions, strengthening relationships with clients and partners, gathering feedback, and reinforcing Securonix’s position as a thought leader in cybersecurity.
Q. How does innovation and a customer-first approach at their core business help the company standout in a crowded cybersecurity landscape?
Securonix has consistently championed innovation, a customer-first approach, and the power of customer feedback. As a five-time Gartner-recognised leader, we were the first to deliver a cloud-native SIEM platform—purpose-built to meet the complex demands of modern security teams. By harnessing advanced AI and machine learning, we’ve enhanced threat detection accuracy, reduced false positives, and empowered analysts to focus on real threats.
Equally core to our philosophy is openness. Our platform integrates seamlessly with existing environments, enabling customers to adopt best-of-breed solutions without disruption. This flexibility is why global leaders in banking, aviation, and healthcare trust Securonix to safeguard their ecosystems.
Our consistent recognition in the Gartner Magic Quadrant and the Gartner Peer Insights Customer Choice Awards reflects our unwavering commitment to innovation and the tangible value we bring to our customers worldwide.
Q. How is AI transforming cybersecurity? At the same time is it adding layers of complexity to cybersecurity that companies find very difficult to navigate?
AI is transforming cybersecurity by enabling faster threat detection, predictive analysis, and real-time response capabilities that are critical in today’s dynamic threat landscape. At Securonix, we use AI to identify anomalies and detect sophisticated attacks that traditional tools might miss.
However, AI also adds layers of complexity, especially when it comes to understanding how models make decisions, managing false positives, and ensuring data privacy. Many companies struggle to keep up with this pace of change, making it essential to have trusted partners who can help them navigate the evolving AI-led security ecosystem.
