Page 99 - Cyber Defense eMagazine September 2025

The Pitfalls of Fear-Based Messaging

Cyberthreats are growing in intricacy day by day. AI-powered attacks such as deepfakes help to bypass
security measures, and increased connectivity such as cloud and the Internet of Things (IoT) open more
vulnerabilities. On top of this, the industry has seen ransomware shifting towards triple extortion tactics,
and nation-state actors are increasingly targeting government agencies, defence and critical
infrastructure.

The almost constant stream of cyberattack headlines in the news only highlights the importance for
cybersecurity companies to ensure their messaging is creating trust and confidence for B2B businesses.
With the global cybersecurity market volume expected to reach $262.29bn by 2030, according to Statista,
the challenge for cybersecurity companies lies in being able to differentiate themselves against
competitors - it’s not just about telling B2B companies to trust them, but showing them why.

It is easy to take issues such as AI- powered attacks and triple extortion tactics and create fear-based
messaging in hopes of capturing attention. However, when cybersecurity companies endlessly recycle
breach risks as reasons to do business, it can overload prospective clients with the dangers and cause
them to disengage. It also minimises cybersecurity services down to being solely reactive, rather than
proactive and preventative. By following fear-based messaging, cybersecurity companies are blending
in, not standing out.

C-suite decision-makers value cybersecurity that will ensure the safe and seamless completion of
mission-critical operations. These include features such as strong uptime, high redundancy and low
latency. Cybersecurity firms need to move away from using technical jargon and threat factors in their
messaging, which don’t add value to B2B business propositions. Instead, highlighting factors such as
business continuity and risk mitigation will position cybersecurity firms as industry leaders, ensuring B2B
organisations feel seen and heard regarding their cybersecurity risks and fears.

Standing Out in a Crowded Landscape

To break away from fear narratives, cybersecurity companies need to align their messaging with what
B2B businesses really want: strategic guidance, business continuity and actionable, measurable value.

Cybersecurity messaging should reflect this - but how?

• Lead with Trust and Confidence, Not Fear

Cybersecurity is not just a risk minimiser, but an asset and enabler. Strong cybersecurity ensures uptime,
regulatory compliance and international scalability and this should be championed in messaging. Proving
service quality and reliability over pre-existing threats positions cybersecurity companies as proactive
and preventative in a landscape full of cyber risks, which ultimately keeps business operations secure
and seamless for their clients.

Cyber Defense eMagazine – September 2025 Edition 99
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