Selling cybersecurity software is complex and not for everyone. Highly regulated industries demand a high level of organizational rigor and the right tools to remain compliant and maintain trust.

The stakes are super high, the technical jargon is never-ending, and potential customers must be super confident that your solution is reliable.

💡 So, what’s a sales rep to do?

Enable sales teams with the most effective sales assets to make an impact, speak directly to buyer pain points, use approved/compliant content, and build trust in a solution as vital as it is complex.

These assets must also be personalized with approved, compliant content that highlights the product features and value proposition in a way that is relevant to the stakeholders receiving the asset.

Here’s a list of must-have sales assets that every cybersecurity product marketer and sales rep needs in their sales enablement toolbox!

1. Case Studies with Relevant Impact

Let’s start with the heavy hitter: case studies. There’s nothing like the proof of past successes to turn a "maybe" into a "yes." In the cybersecurity world, buyers need to know the product has tackled serious, real-world threats. A strong case study should do three things:

• Show a recognizable pain point: Let’s say the case focuses on ransomware. If your prospect’s company is vulnerable to ransomware, you’re already speaking their language.
• Detail the solution and process: Buyers love to know how you’ll protect their business.
• Prove measurable impact: How much downtime was saved? How many breaches were stopped? Quantify success.

The more your case study can read like a Hollywood hero story, the better. Bring in the drama, then swoop in with the solution.

2. Risk Assessment Tools and ROI Calculators

Buyers want to know stuff like: How at risk are we, really? And is this worth the investment?

By using personalized risk assessments and ROI calculators, you’re giving prospects a peek into their own vulnerabilities and the potential savings from avoiding disaster (and potentially losing their jobs). These tools are awesome for:

• Creating urgency: Nothing like seeing the numbers to make the risks feel real.
• Justifying the investment: Show them how cybersecurity isn’t just an expense - it’s an investment in peace of mind and longevity -- and job security.

A well-built ROI calculator or risk assessment tool can often do the selling for you, showing buyers exactly why they need your solution in a way that feels personalized and relevant.

3. Technical Data Sheets (But Make Them Appealing)

Here’s the truth: some buyers need to know everything about your product. Security teams, in particular, will want to know how your software works, what vulnerabilities it covers, and how it fits into their existing tech stack.

Here’s how to make data sheets work for you:

• Simplify the jargon while maintaining technical expertise: Even the most technical stakeholders appreciate when things are straightforward.
• Highlight unique and relevant features: What’s your “special sauce”? Cybersecurity buyers are likely comparing several vendors. Make sure they can easily identify what sets you apart in a way that is tailored to them.
• Use visuals: Schematics, diagrams, and workflow charts can make your sheet easier to digest and visually engaging.

Don’t just toss the data sheet into the mix. Present it as the ultimate guide to why your software is the best choice.

4. Security White Papers and Research Reports

A well-researched white paper can establish credibility faster than a flashy sales pitch. You’re proving that not only do you know the current cybersecurity landscape but you’re also ahead of it.

What makes a winning white paper?

• Data-driven insights: Cybersecurity buyers love data - stats about current threats, industry trends, and predictions for the future.
• Thought leadership: A white paper is a chance to be the voice of authority. Position your company as the expert that knows what’s coming next.
• Ease of sharing: Ensure it’s designed to be shared and accessible across the buyer’s team. Think digestible, scannable, and mobile-friendly.

The white paper should feel less like an asset and more like a manifesto - This is why we’re here, and this is why we’re needed.

5. Demos, Interactive Demos, and Product Videos

In cybersecurity, seeing is believing. A well-produced demo, interactive demo (using tools like Navattic or Storylane) or product video can clarify even the most technical aspects of your solution and show the real-life benefits in action.

What makes a killer demo?

• Focus on the “aha” moments: Don’t show every feature! (Even after two decades of selling, I mess this up at times! 🤦🏽) - Highlight the ones that matter most to the buyer’s specific needs.
• Interactive elements: If it’s a live demo, invite the buyer to explore or ask questions. Engagement is key.
• Keep it short, relevant, and engaging: Think of this as a trailer, not the whole movie. Make it punchy, focused, and memorable. Avoid the snoozefest.

Whether it’s a live walkthrough or a beautiful video, make sure the demo answers one big question for the buyer: How will this actually help me succeed in my role and our specific organization overall? And in cybersecurity, another key question is can we trust you to keep us safe?

6. Competitive Battle Cards (for internal use) and Competitive Comparison Docs (for external sharing)

Chances are, your buyers are also talking to other vendors, which makes battle cards great sources of competitive insights which are shared internally with sales reps. You need to know not only what you’re selling but also how you stack up against other players and how to speak to these points.

Competitive comparison docs are external-facing assets shared with prospects and customers. They’re designed to highlight your product’s advantages over competitors in a more polished, customer-friendly way. Check out this interactive competitive comparison template featuring an interactive demo.

Here’s what the best battle cards and competitive comparison docs include:

• Key differentiators: Make it easy to explain why you stand out in a crowded field.
• Strengths vs. competitors: Be honest but strategic. Highlight your strengths in a way that addresses your competitors' weaknesses.
• Quick reference points: Bullet points are your friend. Battle cards are for rapid reference, so make sure they’re easy to scan and memorize.
• Be visual: For competitive comparison docs shared externally, show visuals like matrices, charts, and screenshots, of your competitive advantages.

This internal/external separation keeps sensitive details out of customer view while giving prospects a clear, value-focused comparison.

Pro Tip: A strong mastery of the competitive landscape gives you confidence and clarity, which your buyer will pick up on too.

7. Customer Testimonials and Reviews

Finally, let your happy customers speak for you. Social proof like testimonials, reviews, and even video testimonials are like little trust boosters you can sprinkle throughout your sales journey.

Make them even more effective by:

• Highlighting industry-specific quotes: If you’re selling to healthcare, find testimonials from other healthcare customers.
• Keeping it authentic: Buyers can spot a canned review from a mile away. Use testimonials that sound like real people.
• Putting them front and center: Include them in one-pagers, email signatures, throughout an interactive demo, or even at the beginning of a presentation.

Real words from real customers are powerful, especially in cybersecurity, where trust is the ultimate currency and the strongest advantage.

Sales Assets Are Key When Selling Security and Safety

Selling cybersecurity software isn’t easy, but with the right sales assets, you’re equipped to make a compelling, relevant, credible case every time. Whether it’s a personalized one-pager, tailored demo, or a trust inspiring case study, each sales asset is a tool in your toolbox, designed to guide your buyer from maybe to yes!

If you have any questions about selling to unique markets or just want to talk sales assets, please reach out to me or my Co-Founder Justin Dorfman!