Security Dealer Marketing

What Security Dealer Marketing does

Security Dealer Marketing (SD Marketing) is a privately held, US-based marketing agency founded in approximately 2015 by David Morgan and Alex Chavez, dedicated exclusively to the electronic security industry. The company serves three primary customer segments: security dealers (alarm and monitoring companies), systems integrators, and security product manufacturers, offering lead generation, retention marketing, brand awareness, and PR services. Its core differentiator is the 50-50-30 program, a subscription-based marketing network limited to one security company per service area, which creates a shared benchmarking pool that continuously compares ad performance across clients using proprietary software.

The service portfolio spans digital marketing (social media ads, PPC, SEO, geo-landing pages, retargeting, e-newsletters, local PR) and physical branding (in-house screen printing, embroidery, and 54-inch Roland large-format printing). The company maintains a curated database of 15,000+ security companies for outreach and PR placement, supported by a monthly 'Marketing Madmen' column in SDM Magazine and speaking presence at major industry events (ISC West, ISC East, ESX, GSX, PSA Tec). AI tooling (Descript for video, AI-assisted copywriting, AI voice agents) is integrated into operational workflows but does not represent a standalone product.

Revenue is generated through quote-based monthly subscriptions for marketing services, supplemented by project-based fees for printing merchandise and webinar sponsorships. The go-to-market is direct sales via phone, web forms, and trade show engagement, with VP David Morgan often serving as the first point of contact. Customer retention exceeds 5 years on average, and the company has served 300+ security companies cumulatively, though no external funding or revenue figures are publicly disclosed.

Name

Security Dealer Marketing

Legal name

SD Marketing

Website

https://sd.marketing

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

SD Marketing is a US-based marketing agency exclusively serving the electronic security industry, providing lead generation, digital advertising, PR, and physical branding services to security dealers, systems integrators, and manufacturers via its proprietary 50-50-30 benchmarking program.

Ownership category

akta.pro rank

Product category

Marketing Services for the Electronic Security Industry

NAICS

Advertising Agencies (541810), Advertising, Public Relations, and Related Services (5418)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Appointment Setting & Sales Development (SDR/BDR) Services (BPAFAKAD)

akta.pro secondary industry

Customer Communications Management (CCM) & Transactional Messaging (MPAAAIAL)

Keywords

• Security industry marketing
• Digital marketing agency
• Lead generation services
• Brand identity design
• Large format printing

Headquarters

HQ city

Covina

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

Revenue model

1. Marketing Services for Security Dealers: Full-suite marketing agency services for security dealers including social media ads, SEO, pay-per-click ads, e-newsletters, geo-landing pages, local SEO, retargeting ads, and local PR. Services are sold on a subscription basis with a shared data pool model through the 50-50-30 program.
2. Marketing Services for Security Manufacturers: Services include e-newsletters, PR placement in national publications, online LMS/training content development, networking facilitation, and consulting for security product manufacturers. The company leverages its database of 15,000+ security companies to get manufacturer products in front of the market.
3. Marketing Services for Systems Integrators: Services for integrators include pay-per-click ads, local SEO, retargeting ads, vertical databases, social media ads, geo-landing pages, e-newsletters, and self-promotion campaigns targeting CTOs and CSOs.
4. Embroidery, Screen Printing & Large Format Printing: In-house production of uniforms, stickers, decals, car wraps, wall graphics, and promotional items for security companies. Revenue generated per job on a project basis.
5. Webinar Sponsorship: Monthly webinar sponsorship program offering brand exposure to 15,000+ security professionals through 3-5 social media posts, 3-4 targeted emails, 1 custom promotional video, and prominent placement during live and on-demand webinars.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels11 records

Core offering

SD Marketing is a niche marketing agency that exclusively serves the electronic security industry, providing digital marketing services (social media ads, SEO, PPC, e-newsletters, retargeting, geo-landing pages, local PR) to security dealers, integrators, and manufacturers on a subscription basis. Its flagship 50-50-30 Program creates a shared-data benchmarking pool that compares ad performance across all non-competing client companies. The agency also runs in-house embroidery, screen printing, and large-format printing operations to fulfill branding and promotional product needs for its security clients.

Product overview

SD Marketing is a specialized marketing agency for the security industry offering a comprehensive portfolio of digital marketing services and production capabilities. The core offering is the 50-50-30 Program, which serves as the foundational marketing network with shared data and benchmarking. The service portfolio includes Social Media Ads (Facebook, LinkedIn, Instagram), Pay Per Click Ads, E-Newsletters, Local SEO, Geo-Landing Pages, Retargeting Ads, Local PR, Manufacturer SEO, Online LMS, Consulting, E-Blasts, Vertical Databases, and Self Promo Campaigns. Additionally, the company offers in-house production services for screen printing, embroidery, and large format printing (54 inch Roland printer). The company serves three primary segments: security dealers, systems integrators, and security manufacturers, with the 50-50-30 Program acting as the unifying framework across all service lines.

Differentiator

Problem solved

Functional benefit

Brands

• 50-50-30 Program: A marketing network program for security companies that provides shared data pool knowledge, ad performance comparisons, and monthly conference calls for shared insight among security dealers across the nation.

Products and services

• 50-50-30 Program A subscription-based marketing network program exclusive to SD Marketing clients that maintains a shared data pool across all participating non-competing security companies, continuously benchmarks ad performance, alerts the dedicated ad strategist when a competitor's ad outperforms similar campaigns within the pool, and runs monthly conference calls for peer learning. Membership is limited to one security company per service location.
• Digital Marketing Services for Security Dealers

Quantifiable outcome

• Up to 90 leads generated in one month for security dealers via social media and video campaigns
• +3 more outcomes

Named customers9 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability7 records

Feature2 records

Partnerships

Three partnerships are on record, tiered minor.

• ReconeyezminorGTM or Marketing PartnerReconeyez sponsors SD Marketing's monthly webinar series, which reaches 15,000+ security professionals. Sponsorship provides brand exposure through 3-5 social media posts, 3-4 targeted emails, 1 custom promotional video, and prominent placement during live and on-demand webinar sessions. The partnership aligns with Reconeyez's mission to help security professionals build stronger, more profitable businesses.
• Napco Security TechnologiesminorGTM or Marketing PartnerNapco Security Technologies is a co-sponsor of SD Marketing's monthly webinar series alongside Reconeyez. The sponsorship provides brand promotion across social media, email campaigns, and webinar content. Napco shares SD Marketing's commitment to helping security professionals through education and collaboration, and is acknowledged during webinar sessions and at ISC West events.
• RecognizeminorGTM or Marketing PartnerRecognize is mentioned as a sponsor of SD Marketing's Stop Guessing, Start Growing Part 2: The 2026 Security Marketing Playbook webinar. The partnership supports the educational webinar series and provides brand visibility to the security industry audience.

Scale indicators8 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Heinz Marketing: B2B marketing agency serving mid-market technology and industrial clients with demand generation, content marketing, and sales enablement. Comparable business model to SD Marketing — recurring B2B agency services for niche verticals with a content-led thought leadership approach.
• Square 2 Marketing: B2B marketing agency focused on growth-driven mid-market clients with full-service digital marketing. Comparable to SD Marketing in offering subscription-style recurring engagement, inbound demand gen, and vertical specialization for SMB and mid-market customers.
• Venveo: B2B marketing agency specializing in the building products, industrial, and security/safety industries. Closest direct peer to SD Marketing — similar vertical focus on security-adjacent buyers, similar audience of dealers and integrators, and similar demand-gen/content-driven service model.
• Tilt Metrics: B2B marketing agency serving industrial and SaaS clients with HubSpot-led demand generation. Comparable to SD Marketing in offering subscription-based recurring marketing services for niche technical verticals.
• SmartBug Media: B2B inbound marketing agency specializing in SaaS, manufacturing, and security/cybersecurity clients. Highly comparable to SD Marketing in serving security-adjacent verticals with subscription-based retainer marketing services and HubSpot-centric execution.
• Gorilla 76: B2B marketing agency focused on industrial and building-products manufacturers. Comparable to SD Marketing as a vertically specialized agency serving technical/trade buyers with full-funnel demand gen, content, and brand work — analogous to SD Marketing's niche focus on the security industry.
• IMPACT: B2B marketing agency focused on sales enablement, inbound marketing, and The They Ask, You Answer content framework. Comparable business model and subscription-style engagements to SD Marketing's recurring client services.

Emerging players

• Refactored: B2B digital marketing agency focused on technical and industrial verticals with content marketing and demand generation services. Comparable scale and customer profile to SD Marketing's mid-market security clients.

Broad incumbents

• Centerline Digital: Larger B2B marketing agency offering digital strategy, content, and demand generation for enterprise technology clients. Comparable service portfolio to SD Marketing but operating at broader scale without SD Marketing's single-vertical specialization.

Others

• Chargebacks911 (Marketing/Events arm of the security industry): SDM Magazine is the trade publication where SD Marketing authors its monthly column — a key distribution and credibility channel. Included as an ecosystem participant rather than a true peer; SDM Magazine shapes the industry media environment in which SD Marketing competes for thought leadership.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/sd-marketing

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Security Dealer Marketing