What CyberTheory does

CyberTheory is a full-service B2B cybersecurity marketing advisory firm headquartered at 530 7th Avenue in New York City, operating as the marketing division and wholly-owned subsidiary of Information Security Media Group (ISMG). The firm serves cybersecurity vendors — from early-stage startups requiring initial positioning to mature enterprise organizations seeking demand acceleration — with services organized around four pillars: Strategy (marketing strategy, messaging and positioning, AI Search, market perception studies), Creative (late-stage marketing assets, video), Execution (media strategy and planning, paid search, lead generation, CISO events strategy), and Sales Acceleration (ABM, sales enablement). The GTM motion is direct enterprise sales; pricing is not publicly disclosed and engagements are sold as custom retainers or projects.

The underlying platform is data-driven and built on exclusive, parent-mediated access to ISMG's first-party contact-level intent data covering nearly 1 million cybersecurity professionals and a subscriber base of 1.2 million generating 150,000+ daily interactions across 14 brands, 35 online media properties, and 350 annual events. CyberTheory layers persona-specific content engagement models and proprietary research (the annual CISO Engagement and Decision Drivers Study co-produced with Cyentia Institute) onto this dataset to advise on messaging, content strategy, ABM targeting, and event selection. The advisory team is composed of former CMOs and practicing CISOs with nearly two decades of dedicated cybersecurity marketing experience.

Revenue is generated through professional services engagements — marketing advisory retainers, media planning and buying, content production, sales acceleration programs, and research licensing — sold to enterprise buyers with no self-serve, channel, or marketplace distribution. The publicly named customer roster consists entirely of large enterprises (Broadcom, Cisco, Microsoft, Palo Alto Networks, Honeywell, Rockwell Automation, Tata, Mastercard, Verizon, ServiceNow, Rubrik, Veeam, LexisNexis, Quantinuum, HCL Technologies, Carahsoft, Comcast Business), and the firm has been recognized as one of the top 7 cybersecurity marketing agencies in a 2026 third-party ranking. No external venture or private equity investment is disclosed; ownership and capital structure remain inside the ISMG parent.

Name

CyberTheory

Legal name

CyberTheory

Website

https://cybertheory.io

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

CyberTheory is a New York-based B2B cybersecurity marketing advisory firm and subsidiary of ISMG, serving cybersecurity vendors with strategy, demand generation, content, media, sales acceleration, and AI search optimization services backed by exclusive first-party intent data on nearly 1 million cybersecurity professionals.

Ownership category

akta.pro rank

Product category

Cybersecurity Marketing Services

NAICS

Media Buying Agencies (54183), Other Computer Related Services (541519)

SIC

Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Privacy, Data Protection & Cyber Governance (GRC) (BPAHAFAF)

Keywords

• Cybersecurity marketing services
• B2B marketing advisory
• Intent data targeting
• CISO engagement strategy
• Demand generation programs

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Marketing Advisory Services: Full-service marketing advisory firm providing strategic consulting to cybersecurity vendors. Services include branding, messaging, persona validation, creative services, copywriting and content development. Revenue generated through retainer-based consulting engagements with clients ranging from startups to mature cybersecurity organizations.
2. Media Planning and Buying: Media strategy, planning, and execution services including paid search, paid social, programmatic advertising, and intent platform utilization. Services are bundled with advisory or sold as standalone execution services.
3. Sales Acceleration Services: Includes martech stack development, lead nurturing, sales qualification, BDR/SDR outsourced services, and account-based marketing strategies. Delivered as part of comprehensive demand generation programs.
4. Research and Reports: Produces proprietary research including the annual CISO Engagement and Decision Drivers Study conducted in partnership with Cyentia Institute. Research reports serve as lead generation assets and thought leadership content.

Go-to-market motion3 records

Distribution channels2 records

Marketing channels11 records

Core offering

CyberTheory is a full-service cybersecurity marketing advisory firm that exclusively serves B2B cybersecurity vendors with strategy, creative, execution, and sales acceleration services. Its offering combines proprietary first-party intent data on nearly 1 million cybersecurity professionals (via parent ISMG) with practitioner-led advisory from former CMOs and practicing CISOs. Services span marketing strategy, messaging and positioning, demand generation, ABM, paid media, content creation, sales enablement, CISO events strategy, market perception studies, and AI Search optimization for LLM visibility.

Product overview

CyberTheory is a full-service cybersecurity marketing advisory firm that offers a comprehensive suite of services organized around four core pillars: Strategy, Creative, Execution, and Sales Acceleration. The platform combines proprietary intent data (accessing nearly 1 million cybersecurity professionals through ISMG's network) with human-delivered marketing expertise. Key offerings include AI Search optimization for improving LLM visibility, the Demand Acceleration Program for pipeline generation, CISO Events Strategy, and Market Perception Studies using first-party research. The company also publishes research reports including the annual CISO Engagement and Decision Drivers Study (with Cyentia Institute), the Full-Funnel Paid Media Planning Guide, and the Cybersecurity Content Strategy Playbook. Educational resources include the Selling to CISOs webinar series and specialized workshops on AI, Zero Trust, and CISO engagement. All services are delivered by former CMOs and practicing CISOs with nearly two decades of cybersecurity marketing experience.

Differentiator

Problem solved

Functional benefit

Products and services

• Cybersecurity Marketing Strategy Strategic advisory service developing comprehensive marketing programs for cybersecurity vendors, including persona targeting, content strategy, media planning, and full-funnel campaign development guided by proprietary intent data models. For B2B cybersecurity vendors at any stage.
• Messaging & Positioning Brand DNA and messaging framework development service that helps cybersecurity vendors create differentiated, emotionally resonant positioning. Includes buyer journey-aligned narrative development for security decision-makers.
• AI Search for Cybersecurity Vendors Dedicated service helping cybersecurity vendors optimize content and web presence for AI search visibility. Includes AI Search Audit Reports benchmarking how LLMs and RAG engines interpret and cite vendor content, plus recommendations for content structure, trust signal amplification, and technical schema optimization.
• Market Perception Study Research service leveraging first-party data on 1.2 million cybersecurity professionals to help vendors understand their target audience's engagement, preferences, and perception. Provides actionable insights for messaging and positioning strategy.
• CISO Events Strategy Strategic advisory for cybersecurity vendors on event selection, sponsorship, content preparation, and attendee engagement at industry conferences and regional summits. Includes a proprietary investment matrix for event ROI assessment.
• Demand Acceleration Program Revenue-focused demand generation program combining intent data, ABM strategies, multiple media tactics, and bottom-of-funnel asset creation to move leads through the buyer's journey faster. Includes outsourced BDR services, event follow-up campaigns, and programmatic retargeting.
• Demand Generation Lead generation and pipeline acceleration services for cybersecurity vendors leveraging intent data, ABM strategies, and multi-channel tactics including paid search, paid social, and content syndication to drive qualified leads.
• Account-Based Marketing (ABM) Strategies Targeted account-based marketing campaigns focused on high-value accounts. Combines intent data with personalized content syndication and programmatic advertising to influence decision-makers within priority organizations.
• Sales Enablement Content strategy and asset development to support sales teams in engaging cybersecurity buyers. Includes lead scoring methodology, nurture sequences, and conversion optimization tools for sales follow-up.
• Media Strategy & Planning Full-funnel paid media planning and buying across cybersecurity-focused publications, intent platforms, events, and social channels. Aligns paid channels with buyer journey stages and intent signals.
• Paid Search Strategy and Management PPC and paid search campaign management for cybersecurity vendors, focused on brand visibility and lead capture from security buyers actively researching solutions.
• Cybersecurity Lead Generation End-to-end lead generation services utilizing proprietary intent data covering nearly 1 million cybersecurity professionals worldwide. Includes personalized email targeting, content syndication, and behavioral lead scoring.
• Late-Stage Marketing Assets Bottom-of-funnel content creation including case studies, white papers, assessments, and demo-focused materials designed to accelerate deal closure. Includes self-assessment tools that provide personalized reports for sales teams.
• Video Marketing Services Video content production and strategy for cybersecurity vendors, including executive interviews, animated explainers, and product demonstrations designed to build credibility with security decision-makers.
• 2025 CISO Engagement and Decision Drivers Study Annual research report in partnership with Cyentia Institute analyzing cybersecurity content trends, AI engagement patterns, and buyer decision drivers. Based on ISMG's database of 2+ million subscribers.
• Full-Funnel Paid Media Planning Guide Practical framework for planning and activating paid media across the full funnel for cybersecurity buyers. Covers channel alignment, intent signals, benchmarks, and ROI measurement.
• The Cybersecurity Content Strategy Playbook Structured approach to managing cybersecurity content like infrastructure. Covers planning, creation, promotion, and measurement with checklists and frameworks for full-funnel content strategy.
• Selling to CISOs Webinar Series Six-part on-demand webinar series featuring CyberEdBoard CISOs providing guidelines on engaging security decision-makers across sales tactics, events, AI positioning, messaging, content engagement, and media strategies.
• Zero Trust vs. Mythos Webinar On-demand webinar featuring Zero Trust creator John Kindervag and AI expert Josh Woodruff discussing whether Anthropic's Claude Mythos represents a genuine security breakthrough or hype, and implications for marketing communications.

Quantifiable outcome

• 100% of clients Extremely Satisfied with Marketing Strategy
• +2 more outcomes

Named customers17 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature4 records

Partnerships

Four partnerships are on record, tiered core, minor and flagship.

• CyberEdBoardcoreGTM or Marketing Partner · 13 September 2023CyberEdBoard is ISMG's exclusive community of CISOs and C-Suite executives. CyberTheory partners with CyberEdBoard to host joint webinars and educational content for cybersecurity marketers. The partnership enables access to CISO perspectives for validating marketing strategies and creating thought leadership content. Panelists include CISOs from organizations like United Musculoskeletal Partners, UChicago Medicine, and QuidelOrtho.
• ISMG Events (CyberEd.io)minorStrategic or Co-development Partner · 20 February 2023CyberTheory participates in ISMG's global summit series connecting senior security professionals with industry thought leaders. ISMG operates 33 media properties and CyberEd.io education platform providing cybersecurity training and certification preparation.
• ISMG (Information Security Media Group)flagshipStrategic or Co-development PartnerCyberTheory is a marketing division and wholly-owned subsidiary of ISMG, a global education and intelligence company focused on cybersecurity. This parent relationship provides exclusive access to ISMG's proprietary communities, intent data, media properties, and event networks. ISMG maintains 14 brands, 35 online media properties, 350 events annually, and 1.2 million subscribers with 150,000+ daily interactions.
• Cyentia InstitutecoreStrategic or Co-development PartnerCyberTheory partnered with Cyentia Institute to produce the annual CISO Engagement and Decision Drivers Study. Cyentia provides data analytics and research methodology while CyberTheory contributes exclusive access to ISMG's engagement data from 2+ million subscribers. The research provides insights into content consumption patterns, topic engagement, and buyer behavior for cybersecurity marketing optimization.

Scale indicators7 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• March Communications: March Communications is a B2B marketing and PR agency specializing in technology, cybersecurity, and industrial sectors, offering integrated campaigns combining PR, content, and demand generation. Comparable to CyberTheory in serving security vendors with full-funnel B2B marketing programs.
• Lux Narca: Lux Narca is a PR and marketing agency purpose-built for cybersecurity companies, providing strategic communications, media relations, and content services to security vendors. Closely comparable to CyberTheory in being exclusively focused on cybersecurity vendors and in combining strategy with execution support.
• Walker Sands: Walker Sands is a B2B technology marketing and PR agency with deep cybersecurity vertical expertise, offering integrated PR, demand generation, and ABM services to tech vendors. Directly comparable to CyberTheory in serving cybersecurity vendors with full-funnel marketing programs and is widely cited alongside CyberTheory as a top cybersecurity marketing agency.
• RH Strategic: RH Strategic is a B2B tech PR and public affairs agency with deep cybersecurity expertise, serving security vendors and enterprise clients with integrated communications. Comparable to CyberTheory in offering strategic advisory plus execution for cybersecurity marketers targeting CISOs and security buyers.
• Bospar: Bospar is a tech-forward PR and marketing agency with strong cybersecurity and B2B SaaS expertise, offering media relations, content, and thought leadership programs. Comparable to CyberTheory in serving tech/cybersecurity vendors and emphasizing strategic communications plus content development for technical buyers.
• ChannelV Media: ChannelV Media is a B2B tech PR and content agency specializing in cybersecurity, enterprise IT, and SaaS, offering media relations, analyst relations, and thought leadership content. Comparable to CyberTheory in serving cybersecurity vendors and providing strategic communications plus content development.
• ARPR: ARPR is a tech PR and marketing agency serving cybersecurity, fintech, and enterprise software companies with integrated communications programs. Directly comparable in targeting the same buyer personas (CISOs, IT decision-makers) and offering media relations plus demand generation services.

Broad incumbents

• PAN Communications: PAN Communications is a larger integrated marketing and PR agency with a technology practice that serves cybersecurity and B2B tech clients. Comparable as a broader B2B tech marketing competitor, though less specialized than CyberTheory in pure cybersecurity marketing.
• FINN Partners: FINN Partners is a global marketing and communications firm with a substantial technology practice including cybersecurity clients. Comparable as a broader incumbent in B2B tech marketing services, though FINN's portfolio spans many verticals beyond cybersecurity specialization.
• Burson (formerly BCW): Burson is a global communications and public relations firm with a significant technology and cybersecurity practice serving enterprise clients. Comparable as a much larger incumbent offering overlapping capabilities in cybersecurity communications, though not specialized to the same degree as CyberTheory.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about CyberTheory