“We’re just not standing out” is a symptom of a deeper problem

… is standing out even the right goal?

This’ll be a nice easy one: Yes.

You’re in B2B cybersecurity, so your chance of winning deals depends on your ability to get on the buyer’s vaunted “Day 1 List”. And that’s exactly what it sounds like: vendors added to the buyer’s consideration set on day 1 of the process… BEFORE they do any targeted research.

That last part matters a lot.

If your marketing and sales model is based on influencing buyers during the consideration process, you’ll be giving up a lot of ground.

Keep in mind:

• 95% of deals are won by a vendor on the Day 1 List

• 4/5 deals are won by the pre-contact favorite¹

So, even if you’re in the consideration set… if you weren’t on the Day 1 List, you probably aren’t winning that deal.

B2B buying is like a fancy nightclub. Not on the list? You’re not getting in.

Which begs the obvious question: How do you get on that darn list?!

Your chance of getting on the Day 1 List (and ultimately, winning deals) is overwhelmingly decided by your ability to be remembered positively by buyers. In other words, your ability to “stand out” in your market.

“But it’s soooooo noisy out there!”

You noticed that too, huh?

The cybersecurity industry was always noisy. With so much venture funding in one space, that’s inevitable. But in 2026… it’s something else.

Right now, there are 4,000+ cybersecurity vendors marketing and selling 13,300+ products.² And for every one, you’ll find a host of articles, ebooks, podcasts, videos, ads, and more… each more boring and same-y than the last.

So it’s not surprising that 68% of B2B buyers agree with the statement:

“Many of the brands I see at work have very similar marketing and communications messages… they all sound and act the same.”

It might be painful to admit, but it’s true.

Right now, go and search up any cybersecurity product or service category. Make a shortlist of 5-6 vendors, and look through their marketing and sales assets. You know the drill: websites, ebooks, social posts, case studies, ROI calculators, and so on.

Now, without going back and checking… what makes each vendor different?

Let’s be honest, cybersecurity has a “same same but (not very) different” problem. It starts with a propensity for similar company names and visual identities… and it extends to practically every aspect of their marketing.

Not exactly customer-friendly, wouldn’t you say?

Our buyers need to construct their consideration sets… but we’re not giving them an easy way to distinguish our company from the competition.

So… how DO you stand out?

After 13 years of marketing and selling to security buyers, experience has taught me that the #1 thing that makes a cybersecurity company stand out is having something to say.

I call this your distinct perspective.

Your “stake in the ground”. Your expert take on the problem at the heart of your category, and the best solution to it. Your informed worldview that sits at the heart of all your marketing, sales, and even your product.

Having a clear and memorable perspective not only makes you easier to understand and remember, it also makes you more trustworthy.

You don’t have to trust my experience on this.

The single most important decision driver in B2B purchasing decisions is whether the buyer feels safe signing a contract with your company. And guess what? Brands seen as active thought leaders are 2.2X more likely to be trusted.³ Brand reach (i.e., how likely a buyer’s colleagues are to be aware of your company) is also highly correlated with trustworthiness.

So if you want to…

• Be seen as a thought leader

• Be memorable and “stand out”

• Get on Day 1 lists

• Guide purchase criteria

• Make them feel safe buying from you

… you need a clear, recognizable, and memorable perspective that will be reflected throughout your marketing and sales process.

Of course, there are many facets to marketing. Distinctive brand assets. Outstanding content. Creative ads. Effective positioning.

And all of these are important.

But underpinning ALL of these is a clear perspective that helps buyers understand what makes your company worth remembering. It’s this perspective that should inform everything you do, and will shine through in your marketing and sales processes, making it easy for prospects to remember you.

Make no mistake: you DO have a perspective