Cybersecurity providers often assume industry buzz requires a major launch, a large budget or constant press coverage. In reality, some of their best stories are already inside the company.
Analysts, technicians, and customer success teams solve real problems every day. The MSSPs that stand out turn those experiences into useful, human stories.
“A lot of MSSPs talk about the same tools, services, and security threats, so the messaging starts to blend together,” said Mike Bloomfield, president of
Tekie Geek, a cybersecurity-focused MSP headquartered in Staten Island, New York. “The companies that stand out are the ones willing to show their personality, share real stories, and let people see the team behind the technology.”
Tom Boyden, CEO of Utah-headquartered MSSP
Legato Security, an MSSP Alert Top 250 honoree, sees the same problem.
“Most MSSPs struggle because they sound exactly like everyone else,” Boyden said. “The industry is saturated with claims of ‘24/7 SOC monitoring,’ ‘AI-powered detection,’ and ‘best-in-class security.’ Those capabilities have become table stakes rather than differentiators.”
For MSSPs trying to build brand awareness and industry credibility, the best place to start may be the people already doing the work.
Making your security team’s expertise the differentiator
Much of MSSP marketing sounds the same. Providers promote similar services, partnerships, and threat warnings, making it harder for any one brand to stand out.
“The problem is not a lack of expertise. It is a lack of differentiation,” Boyden said. Even giving customer visibility into ticket flows, response actions, and investigation notes has become expected.
“Customers demand more than a black-box approach to managed security,” he said.
That is why frontline employees matter. Technicians, analysts, and customer success teams see recurring questions, changing threats, and real-world security gaps every day. Those experiences can serve as the foundation for driving client interest and industry buzz.
“The technicians and support team usually have the best stories because they are speaking with clients and solving real problems,” Bloomfield said.
MSSPs can capture those insights through short interviews, brainstorming sessions, or internal channels, then turn them into articles, webinars, or social posts.
The goal is not to make every technician a writer. It is to show how the MSSP or security-focused MSP thinks, operates, and protects clients.
Build thought leadership around outcomes
Thought leadership is more than a visibility play. According to the 2025 Edelman-LinkedIn B2B Thought Leadership Impact Report, 95% of hard-to-reach decision-makers say
strong thought leadership makes them more receptive to sales and marketing outreach.
MSSPs can capitalize by focusing less on products and more on outcomes.
“The goal is to align messaging with outcomes, not preach about your service or product,” Boyden said.
Instead of simply promoting managed detection and response, explain how it helps clients limit disruption, make faster decisions or reduce uncertainty.
Content that teaches before it sells can build credibility with prospects, partners, and industry peers.
Give employees moments worth sharing
Employees are more likely to advocate for an MSSP when they feel proud of what the company has achieved. That pride comes from meaningful recognition, not another request to repost corporate content.
“Give employees moments that they genuinely want to share,” Bloomfield said. “Celebrate wins, recognize individual contributions, and make it easy for employees to share stories in their own voice.”
For example, the
MSSP Alert Top 250 gives security providers one of those moments. Earning a place on the list provides third-party validation, strengthens credibility with clients and partners, and honors the team behind the company’s growth and security operations.
“Awards give your employees and clients something to be proud of,” Bloomfield said. “The biggest value comes from
sharing the recognition with your team and clients, rather than making the award only about the owner or leadership.”
MSSPs can amplify that positivity by highlighting the analysts, technicians, and customer-facing employees who earned it. The Top 250 becomes more than a badge for the website. It becomes a credible story employees will want to share with clients.
“Third-party recognition can give buyers an added level of confidence that an MSSP has scale, market relevance, and momentum,” said Sundhar Annamalai, chief strategy officer,
LevelBlue. “The best way to capitalize on awards and lists is to connect the recognition back to client value…Used well, recognition reinforces credibility. Used poorly, it can sound like a victory lap.”
Build industry buzz with experts, not corporate spokespeople
Employee advocacy works best when people are allowed to sound like themselves. Identical, prewritten posts may increase volume, but they rarely feel credible.
Marketing teams should provide talking points, graphics, and guidance, then let employees add their own expertise and perspective. An analyst may explain the technical impact of a threat, while a salesperson focuses on the business risk.
Giving employees a meaningful voice can also support
retention. Gallup reports that engaged employees are 47% less likely to be looking for another job than employees who are
not engaged.
One company story can generate several perspectives while making employees feel valued, visible and connected to the MSSP’s mission.
Participate in the industry, do not just publish
Generating industry buzz requires more than posting company content.
MSSP leaders and employees should
participate in the conversations happening around them.
That may mean commenting on another expert’s analysis, contributing to an industry article or joining a webinar panel. It can also mean congratulating peers and sharing useful resources without expecting an immediate return.
Consistent participation builds familiarity.
It’s important to engage when journalists seek commentary, event organizers look for speakers or when potential clients ask thoughtful questions online.
“The most effective leaders use social media to share perspective, react to meaningful industry developments and elevate the expertise of their teams,” Annamalai said. “That matters in cybersecurity because trust is personal. Buyers want to know there are experienced people behind the service, not just a brand and a set of capabilities.”
That human connection becomes even more important as automation grows because it ultimately depends on trust. Salesforce found that
61% of customers believe advances in artificial intelligence make it more important for companies to demonstrate trustworthiness.
“Most people do not connect emotionally with firewalls, backups or security software,” Bloomfield said. “They connect with protecting their business, keeping their employees working, avoiding embarrassment and being able to sleep at night.”
The key is to explain security through the human and business outcomes it protects.
Industry buzz starts with your team
For MSSPs, generating industry buzz starts with making the people behind the business more visible. By turning employee expertise into useful content, sharing authentic stories and participating consistently in industry conversations, MSSPs can build stronger brand awareness and lasting credibility. The providers that stand out will not be the ones making the loudest claims. They will be the ones showing real expertise, giving their teams a voice, and proving what makes their approach different.
