In the second part of the article, Valerie Kuzmenko, Chief Marketing Officer of FS Group, discusses the adaptation of marketing strategies for new markets on the examples of Poland and Sweden, and notes insights for effective marketing.

Read part 1 here.

How to Adapt the Strategy

Adapting a marketing strategy to meet customer expectations requires understanding the unique challenges of each market. 

In Sweden, organizations value transparency and proactive security measures, especially when it comes to their critical infrastructure. 84% of Swedish consumers are more likely to trust companies that are open about their cybersecurity practices, and 30% of organizations with transparent security protocols are better positioned to avoid serious incidents. Swedish organizations are also heavily focused on long-term investments in cybersecurity and need a partner who can help them future-proof their systems and safeguard their reputations for years to come.

A focus on transparency helps build trust, and in turn, secures critical infrastructure against evolving threats. Threat Intelligence products and services need to be designed for highly regulated environments such as Sweden’s. By aligning cybersecurity services with the stringent regulatory environment and expectations for future-proof solutions, companies like FS Group enable themselves to get positioned as trusted partners in safeguarding national interests and critical assets.

In contrast, Polish businesses are dealing with more immediate threats. Whether it’s protecting digital banking systems or defending against state-sponsored attacks, agility is key. Polish businesses and governmental institutions expect rapid deployment of cybersecurity measures that address urgent concerns while staying compliant with local regulations.

Therefore, Polish companies require a more agile and innovative approach to help them evolve alongside emerging threats and be prepared to combat them anytime. There is a constant need for threat intelligence platforms and incident response teams that can help businesses preemptively tackle attacks, reducing downtime and preventing financial losses.

By designing custom cybersecurity strategies to match diverse customer expectations, companies can effectively maintain long-term partnerships, ensure protection of critical assets, and respond to immediate threats in diverse markets.

Leveraging Regional Insights for Effective Marketing

As an example, FS Group design its marketing campaigns in Sweden to highlight the vendor’s commitment to transparency, compliance, and long-term partnerships. They emphasize the importance of proactive security measures, backed by case studies illustrating the assistance provided to businesses in protecting their critical infrastructure.

In Poland, a more urgent tone is due, emphasizing the products’ and services’ innovative and rapidly deployable nature. Marketing campaigns speak directly to the fears of Polish CISOs, highlighting the real-world consequences of cyberattacks and positioning the vendor as the go-to partner for securing critical assets in a volatile digital landscape.

In Conclusion

Succeeding in such contrast markets as Sweden and Poland requires a cybersecurity company to reveal technical expertise and the ability to adapt to diverse, high-stakes environments. Adapting communication styles, providing value based on current local needs, and providing customized products and services positions cybersecurity providers like FS Group as trusted partners in both mature and rapidly evolving markets.