Many of us working in B2B technology or cybersecurity marketing have a bit of a dilemma. We develop a little crush on the tools and technologies we promote. Honestly, if we weren’t excited about them, doing this job would be a lot harder (or just downright miserable).
But here’s the catch: That little love affair can quickly turn into tunnel vision.
We get swept up in every shiny feature and breakthrough. And before long, we’re creating content that reads more like a love letter to the product than a helpful resource for the customer.
No, I don’t know much about romantic entanglements. But after two decades working with marketing teams — many in technology marketing — I can confidently say that too often, content is the result of internal echo chambers.
And that navel-gazing often results in content that forgets the most important question every audience is asking: “What’s in it for me?”
Enter: WIIFM Marketing
WIIFM — or “what’s in it for me” — marketing flips the script. We stop selling widgets —features and capabilities that make our product or solution best in the universe (allegedly).
We sell outcomes — solutions to people’s problems.
Yes, technical buyers care about the inner workings like product functionalities, especially in cybersecurity or technology marketing. But at the end of the day, they’re busy professionals with a job to do — and what they need is content that speaks to how your solution will help them solve those problems.
If your content is packed with product specs but light on benefits, it’s probably not passing the WIIFM test — and that’s where an experienced cybersecurity and technology content marketing writer can make all the difference.
Lessons Learned from Journalism
Before moving into marketing, I came from journalism — back when it was all about print, and PR or marketing felt like career exile. But that background stuck with me.
Journalists are trained to ask one thing above all else: Why should the audience care?
That mindset translates perfectly into marketing. Especially when you apply these three WIIFM filters:
1. Are You Talking to Humans?
In B2B technology marketing, it’s easy to forget that the “B” is still a person. Not a business. Not a buying committee. Not a sector. A person with priorities, problems, and decision fatigue.
So whether you’re writing about innovation in cybersecurity or promoting a new SaaS tool, you’re ultimately trying to connect with someone looking for a clear solution.
2. Are You Connecting Features and Capabilities to Outcomes?
Sure, you might be solving a niche security gap or introducing a cutting-edge AI solution. But the average buyer doesn’t want to know how you’re addressing a market gap or innovating in the industry. They want to know impact.
Spell out the result. Will it save them time? Reduce risk? Improve visibility across endpoints? Integrate AI faster into business functions?
And, just as important, they want to know these things in plain language. Don’t make them treasure-hunt for valuable information hidden in platitudes and marketing buzzwords. (If you’re struggling here, a skilled cybersecurity content writer or someone with deep experience in technology marketing can help turn technical details into value-driven messaging.)
3. Is This Actually Useful?
This is where thought leadership comes into play. But the definition of thought leadership is often misunderstood. Emphasis on leadership.
Don’t just rehash what everyone else is saying. Offer a perspective grounded in experience. Share insights. Challenge assumptions.
Let your audience walk away with something they didn’t know or hadn’t considered — and they’ll come back for more.
That’s not always something AI tools can provide. While tools like ChatGPT have a role in content production, fresh thinking often requires a real, strategic mind behind the message.
Final Thought
Here’s the bottom line: If your marketing doesn’t pass the WIIFM test, it’s falling short.
Your audience’s time is limited. So is your budget. Let’s not waste either.
Instead, let’s create content that connects, informs, and delivers real value. That’s what good marketing — and good storytelling — is all about.