Three ways for challenger cyber brands to build market recognition in a saturated space

I was glad that I could attend the International Cyber Expo for the third time in recent years. I find myself reflecting on the changes I have noticed since I first attended and wondering whether traditional events aren’t enough anymore to cut through the cybersecurity market. From fewer attendees and fewer cybersecurity companies showcasing their products to more physical security brands taking the spotlight with grander marketing gimmicks, it certainly tells an interesting tale.

This overwhelming sentiment echoed through my discussions with the founders, marketing and comms leads at the event. They pointed to an uncomfortable reality in today’s B2B cybersecurity industry today: the mid-market is feeling the squeeze.

At the top, risk-averse enterprise buyers are retreating to the perceived safety of legacy cybersecurity giants, where buying decisions are backed by board-level brand familiarity. Meanwhile, at the other end of the spectrum, cost-conscious mid-market buyers are being lured by agile startups promising rapid AI automation at a fraction of the cost.

What should mid-market vendors do?

Well, historically, the approach was simple: book a larger booth at trade shows, print fresh collateral, double down on traditional SEO keywords and hope sales reps could convert event badges into pipeline. Unfortunately, that playbook doesn’t work anymore.

Gartner’s B2B Buying Journey Insights reveal that modern B2B buyers spend only 17% of their total buying journey meeting with potential suppliers, with just 5% to 6% spent with any single vendor sales rep. The remaining majority is spent doing independent research into potential suppliers.

While trade shows certainly have a networking role, they can no longer be used as the standalone growth driver, especially given the way security decision-makers conduct independent research has fundamentally changed. Today, they refer to Large Language Models (LLMs).

The new buying reality

Imagine when a CISO or IT Director asks ChatGPT or Claude or Gemini a question: "What are the top endpoint security platforms for a mid-market manufacturing company?". Either your brand is mentioned or doesn’t exist in their buying process at all.  Gartner had predicted a 25% drop in traditional search engine query volume in 2026 as search behaviour migrates directly to AI engines. This is where Generative Engine Optimisation (GEO) enters the picture.

Understanding how to get your brand mentioned matters. LLMs do not index raw keywords; they focus on authority.  Recent industry studies, including Ahrefs' study on AI Search Visibility Factors, reveal that brand citations in AI search correlate 3× more strongly with third-party media presence than traditional backlinks. Generative engines look for consensus across authoritative news publications, independent industry analysis, reputable journalism, and deeply cited thought leadership. This is why earned media needs to be a key element of a cyber brand’s marketing strategy.

Three pillars to build an integrated growth plan:

1. Build brand recognition through earned media titles: LLMs prioritise third-party trust over owned vendor claims. One of the best ways to do this is to secure organic coverage in respected cybersecurity and tech trade publications, tier-one business and national media outlets. Having the right messaging to reach your target audience with unique storytelling is key. This cannot be a one-time PR activity for a product launch. It needs to be consistent, as this coverage feeds into the exact training and datasets that generative engines pull from when recommending solutions.

2. Position spokespeople as thought leaders on important topics: Sharing generic content will not work. Your executives need to share insights on high-intent, emerging topics such as regulatory compliance shifts like the Cyber Security and Resilience Bill in the UK or Cyber Incident Reporting for Critical Infrastructure Act and SEC Cybersecurity Disclosure Rules in the US. When the spokesperson is consistently quoted on key topics that shape the cybersecurity industry and shares interesting opinion pieces, LLMs will register the spokesperson and the brand as an authority on those topics.

3. Amplify the domain authority with paid media placements: For key campaigns, such as a brand’s own event,  or launching a new whitepaper showcasing expanded solutions or services, brands should consider paid partnerships within the marketing mix. While the primary focus should be earned media to secure organic coverage, brands can explore paid media placements in business titles and a wider spread in trade media titles, which will expand reach with the relevant target audience. Additionally, amplifying coverage, analyst endorsements and expert commentaries through targeted paid social ensures your message hits the exact buying committee members who make final shortlist decisions.

Planning ahead

In the AI search age, earned authority is your primary engine for brand recognition and AI visibility. As cybersecurity marketing evolves, the vendors that win won't be those with the biggest exhibition stands or the largest keyword budgets. The winners will be brands that earn the trust of humans and AI by planning to incorporate strategic PR and modern GEO to ensure that whenever a buyer (or an AI engine) asks who to trust, your brand is the definitive answer. If not, your cyber brand will be left behind in this race to stay visible and relevant.

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