Welcome to this week’s edition of Vectorscope, tailored for marketing professionals and leaders in the cybersecurity space. In this newsletter, you’ll find practical strategies, cutting-edge insights, and fresh thinking designed to help your security-focused brand break through a crowded market. My goal is to equip you with the tools and ideas needed to thrive amid shifting threats, buyer skepticism, and evolving industry standards. – Tobias
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INSIDE THIS EDITION
Learnings from Identiverse 2025
Cloudflare introduces monetization for AI access
Major cybersecurity and IAM trends in 2025
BEST OF THE WEEK
Cloudflare Introduces 'Pay Per Crawl' to Monetize AI Access
Cloudflare has launched a new feature called "Pay Per Crawl," enabling content creators to charge AI companies for accessing their web content. This initiative aims to give publishers greater control and compensation as AI-driven tools increasingly scrape online content without direct user engagement. (Cloudflare)KuppingerCole’s Cybersecurity Insights 2025
This session explores major cybersecurity and IAM trends for 2025, including the rise of non-human identities, challenges of quantum-safe encryption, and the practical applications of AI and decentralized identity. It offers guidance on staying ahead in the evolving cybersecurity landscape. (KuppingerCole)5X: The Five Seismic Shifts That Will Reshape Communications and Marketing Over the Next Five Years
Jim O'Leary, CEO of Weber Shandwick North America, identifies five transformative forces redefining the communications and marketing landscape, including the Attention Economy and the Creator Economy. He emphasizes the need for new skill sets and integrated strategies to remain competitive in an AI-driven, fragmented media environment. (Axios)Rubrik to Acquire AI Startup Predibase
Rubrik announced plans to acquire AI startup Predibase, aiming to enhance its data management capabilities. Predibase specializes in enabling companies to train and fine-tune AI models using proprietary data, aligning with Rubrik's strategy to advance AI applications from proof-of-concept to production. (Investors.com)7 B2B Marketing Strategies for 2025 That Drive Real Growth
Fast Company outlines key strategies for B2B marketers in 2025, emphasizing the need to optimize every touchpoint, from AI-powered prospecting to personalized content delivery, to stay relevant and drive growth. (Fast Company)
THE DEEP DIVE
Q3 Momentum Check
The calendar has flipped to Q3, that’s right we are halfway through 2025 already, and like most cybersecurity marketers, you're probably looking back at a blur of activity (I know I am). Some initiatives exceeded your expectations, some missed the mark entirely, and many are still stuck in the ambiguous middle ground.
But that's precisely why a mid-year reset matters. Before you dive headlong into the rest of the year, pause for clarity. Take this chance to recalibrate and set yourself up for a stronger, smarter finish.
Here's how to assess, adjust, and set a strategic course correction.
Step 1: Conduct a Quick Internal Audit
Before you can adjust, you need clarity about where things actually stand.
This doesn't require weeks of analysis—just an honest look at what's working and what isn't. Use a simple framework:
Successes: Which campaigns delivered clear results? What worked better than expected, and why?
Failures: What didn't resonate with your audience? Which initiatives consumed resources but failed to deliver clear ROI?
Uncertain outcomes: Which strategies are still unclear or inconclusive? Do you have enough data to decide yet?
Document these in a clear, straightforward list. No fluff, no sugar-coating—just facts.
Step 2: Revisit Your Market Positioning
Market dynamics never remain static. If your messaging is still anchored in January's assumptions, it’s time for an update.
Key questions to clarify your position now:
Have there been significant shifts in buyer behavior?
Are competitors’ moves affecting your differentiation?
Are new threats or opportunities emerging that impact your messaging?
By understanding how your market has changed, you can adjust your messaging and campaigns to align with current realities—not outdated assumptions.
Step 3: Reset Your Goals and KPIs
Goals set in Q1 often look unrealistic by mid-year. Maybe you aimed too low, or perhaps your targets now feel out of reach.
Either way, be realistic and strategic. It's perfectly valid to adjust goals based on the information you now have. In fact, it’s essential. Consider:
Are your original KPIs still relevant?
Which goals can you confidently achieve in Q3 and Q4?
Do your current metrics align with your company's broader strategic vision?
Make adjustments now to ensure your entire team remains motivated and clear-eyed about what's achievable.
Step 4: Communicate Clearly (and Honestly)
Once you've refined your goals and strategies, clarity in communication is vital. Be transparent with your team and leadership:
Share your adjusted plans openly. Explain your reasoning and how adjustments tie directly back to strategic objectives.
Set expectations realistically. Clarity now prevents frustration and confusion later.
Great marketers aren't those who never need to pivot. They're the ones who pivot with intention and transparency.
Your Action Items for This Week
To immediately put this into practice:
Schedule a one-hour review with your core team.
Create your simple audit list: successes, failures, uncertainties.
Set aside focused time to clearly revise your positioning and goals.
You don't need elaborate processes—just honest conversations and clear decisions.
Clarity is Your Competitive Advantage
This mid-year check-in is more than housekeeping. It’s your strategic opportunity to realign, recalibrate, and regain momentum. Use it to ensure the second half of 2025 is not just busy—but productive, strategic, and successful.
Because clarity is more than valuable: it’s your competitive advantage.
Stay sharp,
Tobias
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