Our Expertise In Security — Learnings from Building $.5B Global Security Brands
3 minute read
A security event throwback with our favorite — Annmarie. To know her is to love her. (Along with so many other amazing colleagues and women who are friends today).
Hi! I’m Brooke — formerly Senior Marketing Manager for a global security technology company — today passionate Agency Owner, Brand Strategist & Marketing Consultant.
In 2023, I went all-in on my entrepreneurial dream to own a creative agency, leaving behind a rich career in the security industry.
From the exclusive industry events to the billion dollar acquisitions, my corporate marketing experience taught me more than I could ever imagine. That knowledge, niche expertise and diversity of experience is the foundation of my marketing and design agency, Bspace. We’re proud to be a trusted partner to security brands today.
In the business of protecting people, property, and assets, we think your marketing partner should understand the high stakes and technical complexity of what you do. Here’s how our experience offers security brands needing a creative partner just that:
At a video shoot in California — In corporate, we worked with all media & content creation from photo and video to messaging, naming, email marketing, internal communications and more, crafting messages that resonate.
1. We "Get" You Faster
Hiring an agency to support your marketing and design projects should be seamless and helpful, not frustrating and time consuming. While all agency onboarding requires some orientation, our understanding of the tech, and the terminology makes all the difference.
With a rich understanding of security technology industry language, customer behavior, trends, media and marketing nuances, our security clients spend less time explaining strategy and direction, and more time executing work that moves the needle.
You shouldn’t have to spend hours educating (and reminding) your agency on your core offerings and the industry landscape. As a niche agency, we already speak the language, meaning faster onboarding, more accurate messaging and seamless projects.
Overall, you can expect stronger deliverables, less edits and more ‘Approved’ projects — faster.
From pitch decks to brand positioning, website copy & more — we offer a comprehensive approach to strategic content creation and design for security companies.
2. Knowing the Buyer Journey & Sales Cycle
Whether you’re selling to integrators, facility managers, school administrators, or enterprise security leaders, your audience has unique needs and buying behaviors. As a specialized agency, we understand those nuances, and how to guide them from awareness to decision.
In high-value sales cycles, relationships are everything. We learned this from crafting brand campaigns to support awareness and engagement at GSX, ISC West and other industry events that move the needle. We’ve been on the show floors (our feet still hurt), leading a diverse marketing strategy and crafting messaging that makes leaders and innovators truly stand out.
Today, we help craft nurturing strategies, sales enablement tools, and content marketing programs that supports those extended sales cycles—and a preference for digital marketing over just in-person events (because relationships should thrive there, too).
With two colleagues & friends — Laura Rose & Lauren Ritter — security marketing leaders and strategic communicators who taught me all things digital.
3. Tailored, Relevant Creativity
We’ve seen what works (and what doesn’t) in the security space. From our roots learning within a Fortune Global 2000 company, we apply proven strategies, avoid common pitfalls, and create campaigns that resonate with your specific audience (whether that’s owners, integrators, single-site enterprises or national retailers).
We’ve crafted marketing campaigns that sell lower-ticket, packaged security solutions as well as large, highly custom projects for notable properties and nationwide brands. Supporting those complex projects, we’ve written the award-winning submissions for several security industry accolades like the SAMMY’s, SDM’s and others.
Having a good grasp on the media & event landscape is critical in an industry like security, where marketing teams spend hundreds of thousands on in-person client experiences.
Annmarie & I taking a moment to enjoy lots of hard work coming to life at a client event.
4. Stronger Creative Deliverables
Design and messaging that’s compelling in one industry might fall flat in another. As a niche agency, we know how to design for the aesthetics, emotional triggers, and conversion cues that actually work in the security space.
To support your unique value pitch, we craft brand messaging & email nurtures that speaks to your ideal audience. Our campaigns sound (and look) more authentic, because we’ve mastered how security customers think, feel, and buy. Whether that’s through emotive brand positioning that feels positive and less scary, or a harsher approach with pain point messaging, we collaborate with owners & marketing leaders on an approach that feels right for them.
Our Brand Message House Template is where we start. Take a look to see what copy we include (in beta mode as it transitions to Google Docs — the emojis & organization a clear step above Word).
Sales Enablement / Design & copy by Bspace for BluePoint.
We understand your world — the responsibility, and the opportunity.
When you choose Bspace as your creative partner, your team can stay focused on the bigger picture, and doing more (without the constant back-and-forth or endless revisions of an out-of-industry agency).
Are you a security integrator, dealer or technology manufacturer looking for a fractional marketing manager or agency partner? Let our hard-won insights and experience deliver fewer guesses, faster wins, and smarter use of your marketing budget.