Security vendors are keenly aware of the EU's new digital legislative package which includes several initiatives, including the Cyber Resilience Act and the new Network and Information Systems Security Directive (NIS2), among many others.
It is assumed that this ongoing regulatory pressure will generate business and demand for cybersecurity solutions going forward. But how do you capture this momentum, differentiate and position your product or service across the South-East Europe markets?
NIS2 in particular is set to have a significant business impact across EU member states in the upcoming months and years.
NIS2 entered into force on 16 January 2023 and member states will have 21 months to incorporate the directive's provisions into their national law (18 October 2024).
NIS2 introduces several novelties that will drive demand for cybersecurity solutions:
NIS2 extends its reach and definition of what "critical" entity means, by establishing a two-level prioritization approach for essential and important entities, which ends up covering large sections of a country economy: from energy, transport, over digital infrastructure and public administration, to manufacturing and courier services.
going beyond administrative fines, it also provides that an entity's management can be held directly and personally liable for infringements and lack of compliance with implementing cybersecurity risk-management measures.
NIS2 is more explicit in terms of the cybersecurity measures which entities must implement to protect the network and information systems. The measures should be implemented as part of a risk management process, and include incident handling, employee cybersecurity training, security posture management, identity and access management, and multi-factor authentication, to name a few.
At Bridge IT we have a decades long experience and knowhow on how to position products and services in relation to cybersecurity challenges. We understand NIS2 is an important topic, whether you're selling infrastructure and application security, incident detection and response, or identity and access management. We also see NIS2 will favor risk management technologies that enable robust security and compliance documentation.
This understanding allows us to develop meaningful marketing content and distribute it across a variety of channels, from digital to trade press.
We also know that a multitouch approach with a strong focus on events (on-line or on-site) is needed to capture attention and generate meaningful engagement. This means content constantly re-used and repurposed across all channels, ensuring continuous lead nurturing, not just "fire and forget" campaigns.
While we recognize security solutions must ultimately be sold through a channel where local partner touch is essential, we feel there is a gap to be filled in order to facilitate the journey from lead to opportunity won.
See how we can complement sales, distribution and marketing efforts for a fast route to market, which is of particular relevance when your potential customers are undertaking their NIS2 journey.