Your site says “stops every attack”. The buyer's team checked.
Your detection is good and your customers renew. But a security lead takes no vendor's word: they ask an assistant for options, then check each claim against independent tests, review sites and practitioner forums. One assertion that doesn't hold up and you're off the list. This playbook shows how to make every claim checkable.
The short versionCybersecurity vendors usually lose the shortlist because a claim on their site can't be verified anywhere else, pricing per endpoint or user is hidden, and proof-of-concept requests wait too long. A claims ledger with evidence behind every statement, independent citations, clear pricing logic and a fast POC process fix it — not louder messaging.
1Specialist challengerEndpoint securityNamed first · cited
2Established vendorEndpoint securityNamed · cited
–Your companyEndpoint securityNot mentioned
Why these three“Specialist challenger appears in independent test results and practitioner reviews, with documented limits…”
Leak 1Unsupported claim“Stops every attack”, with nothing independent behind it.
Leak 2No pricing logicPer-endpoint cost and tiers only revealed on a call.
Leak 3Slow POC replyProof-of-concept request waits a week.
Start here
Tick anything that sounds like your week.
Eight things security vendors commonly describe. Select the ones that apply and we'll show what usually causes them, in the order we'd tackle it. Nothing is submitted.
Tick what applies3 of 8 selected
Why good security products lose the shortlist
Security buyers don't believe vendors. They verify them.
A security lead's job is to doubt claims, and they apply that to vendors first. They ask an assistant for options, then check each one against independent tests, review sites, analyst notes and what practitioners say in forums. A claim that appears only on the vendor's own site is treated as unproven, and one that's contradicted elsewhere ends the evaluation. Getting shortlisted is mostly a question of what can be checked.
01
The claim nobody could verify
best EDR for a 500-seat company
1Specialist challengerNamed first · tests cited
2Established vendorNamed · analyst note
–Your companyNot namedUnverified claim
Why doesn't AI include us on cybersecurity shortlists?
Security buyers ask an assistant for a shortlist, and the assistant leans on independent sources: test results, review sites, analyst coverage, practitioner discussion. A vendor whose strongest claims live only on its own site is described cautiously or not at all, while the one with checkable evidence is named first.
02
The per-endpoint question left to sales
edr pricing per endpoint
Your page“Contact us for a tailored quote.”Tab closed
Answered pagePricing unit · tier ranges · what support and response includeQuoted by AI
Should a cybersecurity vendor publish pricing?
Security budgets are approved before an evaluation starts, so buyers need the pricing unit — endpoint, user, data volume — and a sense of the tiers before they'll commit time to a POC. Hidden pricing pushes them to the vendor that explained it, and that explanation is what assistants quote when asked about cost.
03
The proof of concept that waited
We'd like to run a POC on 50 endpoints this month.Web form · 6:05 pm
Thanks! A sales engineer will be in touch.8 days later · 3:20 pm
Our test window has closed, unfortunately.3:45 pm
Why do our security POC requests go nowhere?
Security teams usually test two or three products side by side over a fixed window. A POC request that waits a week for a sales engineer starts late, gets less attention and is judged against a rival that's already deployed. POC requests need an owner, a scoping call and a written plan.
What we'd do about it
Five moves, in the order that pays.
Fix the leaks first, then grow. Scaling a funnel that loses enquiries just spends more to lose more.
Move
W1W2W3W4W5W6W7W8W9W10W11W12M3+
01Baseline shortlist and sourcesAround 50 buying prompts across five AI engines, recording who is named, how you are described and which tests, reviews, analyst notes and forums are cited.AI Search Optimisation
Weeks 1–2
02Build the claims ledgerEvery claim on the site, decks and listings matched to evidence. Unsupported claims rewritten or removed; the evidence that does exist is published and linked.Content Marketing
Weeks 2–5
03Publish checkable pagesCategory and comparison pages, technical explainers, a pricing-logic page and a security and disclosure page — each with dated evidence a buyer can check.Content Marketing
Weeks 3–8
04Close the POC gapPOC requests routed to a named engineer, a scoping call within days and a written success plan shared with the buyer before testing starts.Lead Generation
Weeks 4–8
05Then strengthen the sourcesReview-site profiles, analyst briefings, trade press and practitioner communities kept current, so independent sources say the same thing your own pages do.Digital PR
Month 3 onward
Social presence · where buyers check you
They check your researchers before they trust your claims.
Security buyers follow people, not logos: your researchers' posts, talks and write-ups are the proof they can check. Six things decide whether a post turns into a POC request.
9:41●●● 5G
yoursecurityco
YSYour Security CoCybersecurity software
Endpoint & cloud security softwareClaims tested · evidence linked ↓Request a POC in two clicks ↓
Book POCMessageCall
EvidenceResearchPricingTrust
Threat note · by PriyaDetection walkthroughHow we test claimsTalk clip · by TomPricing logic, explainedWhat a POC week involvesIncident lessonsMeet the research teamIntegrations map
LinkedInResearchers and the CISO post findings; the page links the proof.Discover
YouTubeDetection walkthroughs and talks buyers send to their team.Check
XWhere research threads spread first; link back to the write-up.Discover
InstagramTeam and conference moments, mainly for hiring.Trust
A week that books, not just posts
Social Media Marketing Included in Zero to Hero (2 platforms) and Own The Answer (4 platforms).
MONThreat noteOne finding, method linked, by a researcher.
TUEDetection walkthroughHow it's caught, on screen, no slogans.
THUClaim + evidenceOne product claim and the test behind it.
FRIResearcher spotlightWho does the work and what they study.
DAILYRepliesComments and DMs same day, with the POC link.
What we'd watch
Your dashboard, minus the vanity metrics.
Six numbers that show whether the work is turning into qualified evaluations — each pulled from a system you already own. The audit fills in your baseline; every sprint after shows the trend.
Security pipeline · weeklyYour dashboard after the free audit
Shortlist presenceAI visibility tracking
Baseline—
Claims with evidenceClaims ledger
Baseline—
Independent citationsMedia and AI monitoring
Baseline—
POC response timeCRM
Baseline—
POC to dealCRM
Baseline—
Technical page engagementWeb analytics
Baseline—
Your numbers, not ours
What is the slow reply actually costing you?
Three inputs only you know. We don't know your business yet — so nothing here is a benchmark, just your own arithmetic.
Runs in your browser. Nothing is stored or sent.
What you may be losing
$194,850a month in buyers who book somewhere else — worked out from your three numbers above.
6 × 4.33 weeks× 1 in 2× $15,000
The fix is ownership, not more outbound. A named engineer, a scoping call within days and a written plan — weeks 4 to 8.
Free with any monthly plan from $499. Domain, hosting and paid tools are bought by you and stay in your name; shops and booking systems are quoted separately. The 48-hour clock starts once your plan is active and the launch checklist is done.
yourcompany.comLIVE
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48h
Questions security vendors ask
Straight answers, no sales script.
Straight answers. If yours isn't here, a 30-minute call is the fastest route — no pitch, no deck.
Usually the opposite. Security buyers discount bold claims and trust specific, checkable ones. “Detected these techniques in this independent test” beats “stops everything”. Removing what you can't support makes the rest believable.
What if we don't have independent test results yet?
Then don't imply you do. Publish what you can show — methodology, documentation, customer references who'll speak to peers, certifications you actually hold — and plan towards independent testing. Honest gaps cost less than claims that get caught.
Should we talk publicly about a past incident?
Usually yes, briefly and factually: what happened, what you fixed and how disclosure works now. Buyers find it anyway, and a clear account from you is better than an old forum thread being the only source.
Is threat-news content worth publishing?
Only if it's useful to a practitioner: detection logic, indicators, mitigations. Fear-led news is everywhere and rarely gets cited or shared by the people who influence the shortlist.
How long before we appear on AI shortlists?
Claims and page fixes can be done in weeks. Being named reliably usually takes a few months, because it depends on independent sources catching up. We don't guarantee rankings, mentions or deals.
Do you need our security team's time?
Some. A technical reviewer on your side checks every claim, explainer and comparison before it's published. We do the research, drafting and structure so their time goes on accuracy, not writing.
Should a cybersecurity vendor post about threats and incidents on LinkedIn?
Yes, if each post is useful and checkable: what was found, how, and what to do, written by the researcher who did the work. Avoid fear-led posts and anything that names a victim or breaks a disclosure agreement. Buyers trust the people behind the research more than the company page, so post through them and link back to the full write-up.
Do we get a free website for our company?
Yes. Every monthly plan includes a free 5-page website for your company — fast, AI-readable and yours to keep. It goes live within 48 hours once your plan is active and the launch checklist is done. Your domain, hosting and any paid tools sit outside the offer and stay in your name; online shops and booking systems are quoted separately. What's included
Free · one business day
Tell us about your company. Get a plan back.
A strategist reads your brief and replies within one business day with what we'd fix first for your company, a timeline and the real cost.
Reply in 1 business dayFrom a strategist, not a bot
See what an assistant can verify about your product.
We'll run buying prompts across five AI engines, check your main claims against independent sources and time how fast a POC request gets answered — then send what we found. You keep it either way.
Social presence · where buyers check you
They check your researchers before they trust your claims.
Security buyers follow people, not logos: your researchers' posts, talks and write-ups are the proof they can check. Six things decide whether a post turns into a POC request.
yoursecurityco
Is your profile ready to sell?
Tap what's already true.
Where your buyers look
A week that books, not just posts
Social Media Marketing Included in Zero to Hero (2 platforms) and Own The Answer (4 platforms).