With the changing nature of threats in cyberspace becoming sharper by the day, business houses are seen as shy about entrusting their precious data to the cybersecurity firm of choice. Shallow, flashy, and blanket marketing tactics that worked a few years ago are increasingly losing their impact. It is against this backdrop that demand for trust-based marketing continues to increase within the precincts of the cybersecurity industry.
Role of Trust in Cybersecurity Marketing
Unlike manufactured goods, cybersecurity services offer safety and security. It is the customers-again, usually major decision-makers like CISOs or CTOs, though-with their wallets, on companies that demonstrate real acumen and trustworthiness. More specifically, as threats increasingly complicated nature, those companies need to be perceived as forward-thinking in terms of embracing and addressing new threats.
Tacky ad campaigns and blanket marketing initiatives will have a hard time breaking into the space needed to develop that feel of trust. Cybersecurity customers will respond less to bright colours and more to the content marketing strategy: one that focuses on distributing utility-laden articles, case studies, webinars, and other materials that can inform.
This strategy enables companies to reach maturity with credibility as a thought leader, comforting clients that they are one step ahead of cyber threats.
Flaws of the Old Advertising Model
Traditional advertising is, therefore, ineffective for many in cybersecurity. Ads are saturated, and the "fatigue" caused by overexposure leads potential clients to dismiss or simply ignore them. Added to increasing scepticism surrounding inflated or erroneous advertisements, especially within cybersecurity, can cause damage. Customers want to see authentic, transparent marketing approaches. Approaches that are not authentic fall short within an industry where trust is paramount.
In response to the above issues, many firms now rely extensively on recommendations from key industry personalities. Here is where influencer marketing comes in as one of the most effective ways through which brands can reach customers based on authentic and knowledgeable voices.
Industry Experts Influence
Those authentic influencers in cybersecurity will bring a specific value by discussing insights with followers who trust their words already. Companies engaged in cybersecurity will then have the chance to reach the stakeholders when they team up with such influencers. This is how they come into audiences that are more open to the knowledge of solutions that the company has. These influencers can help dilute complex information, which may make it accessible to a client and, consequently, reinforce the authority of that brand in the field.
Challenges of Choosing the Correct Influencers
It is even more challenging than in other sectors to select the right influencer because the industry demands very high expertise and credibility. In identifying influencers, companies need to consider those whose audiences are high-level decision-makers with a real interest in cybersecurity solutions. The number of followers is irrelevant; reputation and history of creating relevant, correct content are critical. Misaligned partnerships waste resources, but more importantly, they can affect the reputation of the brand if the influencer lacks credibility.
Simplify this: many companies use influencer marketing platforms. They vet influencers, understand engagement metrics, and help companies reach the right influencers-that is, reach CISOs, CTOs, or other key decision-makers.
Technology for Influencer Marketing Optimization
For instance, there is Presspool.ai that offers platforms whereby the companies in cybersecurity can connect with verified influencers. Through data-driven insights for effective engagement, it works on spotting effective influencer partnerships, which then these systems identify influencers who have audiences that benefit the brand's objectives when using them based on an analysis of engagement data.
This data-driven approach helps firms track the performance of each campaign in real-time. Conversion and engagement levels evaluate the performance of every campaign, thereby enabling companies to target with maximum effect and guarantee a high return on investment. These insights make influencer marketing efficient and scalable.
Influencer Marketing: The Future Focus for Cybersecurity
With careful usage, influencer marketing creates great benefits for cybersecurity businesses. It brings them closer to the most intent clients-by those who are looking for cybersecurity-through a trusted voice. Here's an example; if a highly respected influencer supports a product then his followers will look and consider the solution much more seriously because it has been reviewed by a respected voice.
Additionally, these influencers teach potential clients the deconstructed version of complicated cybersecurity concepts and facilitate building credibility toward the brand as a thought leader. Not only will this create trust but also will make the clients perceive the company as an industry leader committed to the ongoing advancement of cybersecurity.
Authenticity and Analytics Are the Keys
This is a world of cyber security and a traditional ad won't work and the clients look for real voices. Here, influencer marketing can fill the gap so that a company may establish meaningful relationships through the voice of trusted figures as it changes their approach of establishing credibility in the field.
Influencer marketing platforms, through real-time data, will make these partnerships measurable and adaptable to a trust-based marketing approach rather than an ad-centric approach. Trust is now the bed on which influencer marketing will play a major role in shaping cybersecurity marketing for the future.
Many organisations tend to focus on immediate threats, prioritising the detection and mitigation of the latest vulnerabilities. However, this approach overlooks a broader issue: many cyberattacks exploit vulnerabilities that have existed for years. In fact, 76% of vulnerabilities targeted by ransomware were identified more than three years ago, highlighting a critical gap in long-term security strategies.
Why VOCs Matter
To effectively address this gap, organisations should adopt a more centralised and automated approach to vulnerability management. This is where a dedicated Vulnerability Operations Center (VOC) comes into play. A VOC serves as a specialised unit, either integrated within or operating alongside a Security Operations Center (SOC), with the primary task of managing security flaws within the IT infrastructure. Unlike a SOC, which focuses on real-time threat alerts and incidents, a VOC zeroes in on vulnerabilities—identifying, prioritising, and mitigating them before they escalate into serious security breaches.
What Is a VOC?
Creating a seamless connection between a SOC and a VOC is crucial for effective cybersecurity. This integration ensures that vulnerability data is quickly and efficiently passed to threat response teams. The process begins with appointing a team to set up the VOC, overseen by the Chief Information Security Officer (CISO) or another senior security leader. Given the scope of this initiative, it should be treated as a major security operations project, with clear roles and responsibilities outlined from the start.
Connecting VOC and SOC
The initial step involves using vulnerability assessment tools to evaluate the organisation’s current security posture. This assessment helps to identify existing vulnerabilities across all assets. The next phase is to aggregate, clean, and organise this data, making it actionable for further use. Once this dataset is established, it is integrated into the SOC’s security information and event management (SIEM) systems, thereby enhancing the SOC’s ability to monitor and respond to threats with greater context and clarity.
Focusing on Risk
An essential component of VOC operations is moving beyond just technical vulnerability assessments to a more risk-based prioritisation approach. This means evaluating vulnerabilities based on their potential impact on the business and addressing the most critical ones first. Automating routine SOC tasks—such as regular vulnerability scans, alert handling, and patch management—also plays a vital role. By implementing automation tools that leverage the VOC’s data, SOC teams can focus on more complex tasks that require human intervention, improving overall efficiency and effectiveness.
Continuous Improvement
Once the VOC is fully operational, the focus should shift to continuous improvement and adaptation. As new vulnerabilities and trends emerge, the SOC must update its monitoring and response strategies to keep pace. Establishing feedback loops between the SOC and VOC ensures that both teams are aligned and responsive to the incessant development of threats.
Building a Strong Policy
Moreover, a strong policy and governance framework is necessary to support the integration of the VOC and SOC. Security teams need to define clear schedules, rules, and Service Level Agreements (SLAs) for addressing vulnerabilities. For example, vulnerabilities like Log4j, which are widely exploited, should trigger immediate notifications to SOC teams to ensure a swift response.
The Future of Security
While setting up a VOC may seem challenging, it is a critical step towards addressing the persistent vulnerability issues. Unlike the current reactive approach, a VOC allows for a more proactive, risk-based management of vulnerabilities across IT and security teams. By moving beyond the outdated, piecemeal strategies of the past, organisations can achieve a higher level of security, protecting their assets from both old and new threats.
In the realm of cybersecurity, ensuring the safety and integrity of a network is a multifaceted endeavor. One crucial aspect of this process is the regular assessment of potential vulnerabilities within the system. As a cybersecurity professional, our work revolves around identifying these vulnerabilities through automated scans and red team exercises, meticulously recording them in a Bugtrack Excel sheet, and collaborating with human analysts to prioritize and address the most critical issues. However, a recurring challenge in this process is the reluctance of some customers to whitelist the IP addresses of our scanning tools.
The Role of Whitelisting in Accurate Assessments
Whitelisting the scanner IP is essential for obtaining accurate and comprehensive results during security assessments. When the IP address of the scanning tool is whitelisted, it allows the scanner to perform a thorough evaluation of the network without being hindered by security measures such as firewalls or intrusion detection systems. This unrestricted access enables the scanner to identify all potential vulnerabilities, providing a realistic picture of the network's security posture.
The Reluctance to Whitelist
Despite the clear benefits, many customers are hesitant to whitelist the IP addresses of cybersecurity vendors. The primary reason for this reluctance is the perception that it could expose the network to potential threats. Customers fear that by allowing unrestricted access to the scanner, they are inadvertently creating a backdoor that could be exploited by malicious actors.
Moreover, there is a prevalent falsity in this approach. By not whitelisting the scanner IP, the results of the security assessments are often incomplete or misleading. The scanners may miss critical vulnerabilities that are hidden behind security measures, resulting in a report that underestimates the actual risks. Consequently, the management and auditors, relying on these reports, task the IT team with addressing only the identified issues, leaving the undetected vulnerabilities unaddressed.
The Illusion of Security
This approach creates an illusion of security. The customer, management, and auditors may feel satisfied with the apparent low number of vulnerabilities, believing that their network is secure. However, this false sense of security can be detrimental. Hackers are relentless and innovative, constantly seeking new ways to infiltrate networks. They are not deterred by the same security measures that hinder our scanners. By not whitelisting the scanner IP, customers are effectively blinding themselves to potential threats that hackers could exploit.
The Hacker's Advantage
Hackers employ manual methods and conduct long-term reconnaissance to find vulnerabilities within a network. They utilize a combination of sophisticated techniques and persistent efforts to bypass security measures. The tools and strategies that block scanner IPs are not effective against a determined hacker's methods. Hackers can slowly and methodically map out the network, identify weaknesses, and exfiltrate data without triggering the same alarms that automated scanners might. This means that even if a scanner is blocked, a hacker can still find and exploit vulnerabilities, leading to potentially catastrophic breaches.
The Need for Continuous and Accurate Scanning
Security scanners need to perform regular assessments—daily or weekly—to keep up with the evolving threat landscape. For these scans to be effective, the scanner IP must be whitelisted to ensure consistent and accurate results. This repetitive scanning is crucial for maintaining a robust security posture, as it allows for the timely identification and remediation of new vulnerabilities.
The Conference Conundrum
Adding to this challenging landscape is the current trend in cybersecurity conferences. Instead of inviting actual security researchers, security engineers, or architects who write defensive software, many conferences are being hosted by OEM vendors or Consulting organizations. These vendors often showcase the users of their security products rather than the experts who develop and understand the intricate details of cybersecurity defense mechanisms. This practice can lead to a superficial understanding of security products and their effectiveness, as the focus shifts from in-depth technical knowledge to user experiences and testimonials.
Conclusion
In conclusion, the reluctance to whitelist scanner IPs stems from a misunderstanding of the importance of comprehensive and accurate security assessments. While it may seem counterintuitive, whitelisting these IP addresses is a necessary step in identifying and addressing all potential vulnerabilities within a network.
By embracing this practice, customers can move beyond the illusion of security and take proactive measures to protect their networks from the ever-evolving threats posed by cybercriminals. The ultimate goal is to ensure that both the customer and their management are genuinely secure, rather than merely appearing to be so. Security measures that block scanner IPs won't thwart a dedicated hacker who uses manual methods and long-term reconnaissance. Thus, comprehensive vulnerability assessments are essential to safeguarding against real-world threats. Additionally, there needs to be a shift in how cybersecurity conferences are organized, prioritizing the inclusion of true security experts to enhance the industry's collective knowledge and capabilities.
--
Suriya Prakash and Sabari Selvan
CySecurity Corp
The cybersecurity arena is developing at a breakneck pace, creating a significant talent shortage across the industry. This challenge was highlighted by Saugat Sindhu, Senior Partner and Global Head of Advisory Services at Wipro Ltd. He emphasised the pressing need for skilled cybersecurity professionals, noting that the rapid advancements in technology make it difficult for the industry to keep up.
Cybersecurity: A Business Enabler
Over the past decade, cybersecurity has transformed from a corporate function to a crucial business enabler. Sindhu pointed out that cybersecurity is now essential for all companies, not just as a compliance measure but as a strategic asset. Businesses, clients, and industries understand that neglecting cybersecurity can give competitors an advantage, making robust cybersecurity practices indispensable.
The role of the Chief Information Security Officer (CISO) has also evolved. Today, CISOs are responsible for ensuring that businesses have the necessary tools and technologies to grow securely. This includes minimising outages and reputational damage from cyber incidents. According to Sindhu, modern CISOs are more about enabling business operations rather than restricting them.
Generative AI is one of the latest disruptors in the cybersecurity field, much like the cloud was a decade ago. Sindhu explained that different sectors face varying levels of risk with AI adoption. For instance, healthcare, manufacturing, and financial services are particularly vulnerable to attacks like data poisoning, model inversions, and supply chain vulnerabilities. Ensuring the security of AI models is crucial, as vulnerabilities can lead to severe backdoor attacks.
At Wipro, cybersecurity is a top priority, involving multiple departments including the audit office, risk office, core security office, and IT office. Sindhu stated that cybersecurity considerations are now integrated into the onset of any technology transformation project, rather than being an afterthought. This proactive approach ensures that adequate controls are in place from the beginning.
Wipro is heavily investing in cybersecurity training for its employees and practitioners. The company collaborates with major universities in India to support training courses, making it easier to attract new talent. Sindhu emphasised the importance of continuous education and certification to keep up with the fast-paced changes in the field.
Wipro's commitment to cybersecurity is evident in its robust infrastructure. The company boasts over 9,000 cybersecurity specialists and operates 12 global cyber defence centres across more than 60 countries. This extensive network underscores Wipro's dedication to maintaining high security standards and addressing cyber risks proactively.
The rapid evolution of cybersecurity presents pivotal challenges, but also underscores the importance of viewing it as a business enabler. With the right training, proactive measures, and integrated approaches, companies like Wipro are striving to stay ahead of threats and ensure robust protection for their clients. As the demand for cybersecurity talent continues to grow, ongoing education and collaboration will be key to bridging the skills gap.
Recent data breaches at Ticketmaster and Santander Bank have exposed major security vulnerabilities in the use of third-party cloud storage services. These breaches highlight the urgent need for robust security measures as more organisations move their data to the cloud.
On May 20, Ticketmaster experienced a data breach involving a third-party cloud storage provider. The breach, disclosed in a regulatory filing by its parent company Live Nation Entertainment, compromised the data of approximately 550 million customers. This stolen data, including sensitive personal information, was reportedly put up for sale on a Dark Web forum by a group known as "ShinyHunters."
Just a week earlier, on May 14, Santander Bank revealed a similar breach. Unauthorised access to a cloud-hosted database exposed data belonging to customers and employees, primarily affecting those in Spain, Chile, and Uruguay. ShinyHunters also claimed responsibility for this breach, offering the stolen data—which includes 30 million customer records, 28 million credit card numbers, and other sensitive information—for sale at $2 million.
Both breaches have been linked to Snowflake, a renowned cloud storage provider serving numerous high-profile clients like MasterCard, Disney, and JetBlue. Although Snowflake acknowledged recent malicious activities targeting its customers, an investigation by Mandiant and CrowdStrike found no evidence of a vulnerability or breach within Snowflake’s own platform. The attackers apparently exploited single-factor authentication credentials obtained through infostealer malware, highlighting the importance of robust authentication measures.
David Bradbury, Chief Security Officer at Okta, stressed the importance of implementing multi factor authentication (MFA) and network IP restrictions for securing SaaS applications. However, he pointed out that attackers are increasingly bypassing MFA by targeting post-authentication processes, such as stealing session tokens. This highlights the need for additional security mechanisms like session token binding.
Michael Lyborg, CISO at Swimlane, emphasised the shared responsibility model in cloud security. While cloud providers like Snowflake offer best practices and security guidelines, it is ultimately up to customers to follow these protocols to protect their data. Lyborg suggested that enforcing MFA and adopting a zero-trust security model by default could enhance data protection by a notable measure.
Challenges in Enforcing Security Standards
Patrick Tiquet, VP of Security and Architecture at Keeper Security, argued that while uniform security measures might enhance protection, they could also limit the flexibility and customization that customers seek from cloud services. He noted that some organizations might have their own robust security protocols tailored to their specific needs. However, the recent breaches at Ticketmaster and Santander highlight the dangers of relying solely on internal security measures without adhering to industry best practices.
The breaches at Ticketmaster and Santander serve as critical reminders of the risks associated with inadequate cloud security measures. As organisations increasingly transition to cloud-based operations, both cloud providers and their customers must prioritise robust security strategies. This includes implementing strong authentication protocols, adhering to best practices, and fostering a culture of security awareness. Ensuring comprehensive protection against cyber threats is essential to safeguarding sensitive data in the digital age.
Introduction:
Phishing attacks have become one of the most prevalent cybersecurity threats, targeting individuals and organizations to steal sensitive information such as login credentials, financial data, and personal information. To combat this growing threat, a comprehensive approach involving the deployment of an anti-phishing product and an efficient take-down strategy is essential.
This case study outlines a generic framework for implementing such measures, with a focus on regulatory requirements mandating the use of locally sourced solutions and ensuring proper validation before take-down actions.
Challenge:
Organizations across various sectors, including finance, healthcare, and e-commerce, face persistent phishing threats that compromise data security and lead to financial losses. The primary challenge is to develop and implement a solution that can detect, prevent, and mitigate phishing attacks effectively while complying with regulatory requirements to use locally sourced cybersecurity products and ensuring that take-down actions are only executed when the orginization is phished/imitated.
Objectives:
1. Develop an advanced anti-phishing product with real-time detection and response capabilities.
2. Establish a rapid and effective take-down process for phishing websites.
3. Ensure the anti-phishing product is sourced from a local provider to meet regulatory requirements.
4. Implement a policy where take-down actions are only taken when the orginization is phished.
Solution:
A multi-faceted approach combining technology, processes, and education was adopted to address the phishing threat comprehensively.
1. Anti-Phishing Product Development
An advanced anti-phishing product from a local cybersecurity provider was developed with the following key features:
Real-time Monitoring and Detection:
Utilizing AI and machine learning algorithms to monitor email traffic, websites, and network activity for phishing indicators.
- Threat Intelligence Integration:
Incorporating global threat intelligence feeds to stay updated on new phishing tactics and campaigns.
- Automated Detection of Brand Violations: Implementing capabilities to automatically detect the use of logos, brand names, and other identifiers indicative of phishing activities.
- Automated Response Mechanisms:
Implementing automated systems to block phishing emails and malicious websites at the network level, while flagging suspicious sites for further review.
- User Alerts and Guidance: Providing immediate alerts to users when suspicious activities are detected, along with guidance on how to respond.
2. Phishing Website Take-Down Strategy
We developed a proactive approach to swiftly take down phishing websites, ensuring a balance between automation and human oversight, and validating the phishing activity before take-down:
- Rapid Detection Systems: Leveraging real-time monitoring tools to quickly identify phishing websites, especially those violating brand identities.
- Collaboration with ISPs and Hosting Providers:
Establishing partnerships with internet service providers and hosting companies to expedite the take-down process.
- Human Review Process and Validation of Phishing Activity:
Ensuring that no site is taken down without a human review to verify the phishing activity, preventing erroneous takedowns/rejections.
- Legal Measures:
Employing legal actions such as cease-and-desist letters to combat persistent phishing sites.
- Dedicated Incident Response Team:
Forming a specialized team to handle take-down requests and ensure timely removal of malicious sites, following human verification.
Results:
1. Reduction in Phishing Incidents: Organizations reported a significant decrease in successful phishing attempts due to the enhanced detection and response capabilities of the locally sourced anti-phishing product.
2. Efficient Phishing Site Take-Downs:
The majority of reported phishing websites were taken down within 24 hours, following human review and validation of phishing activity, minimizing the potential impact of phishing attacks.
Conclusion:
The implementation of an advanced, locally sourced anti-phishing product, combined with a robust take-down strategy and comprehensive educational initiatives, significantly enhances the cybersecurity posture of organizations. By adopting a multi-faceted approach that leverages technology, collaborative efforts, and user education, while ensuring compliance with regulatory requirements to use local solutions and validating phishing activity before take-down actions, organizations can effectively mitigate the risks posed by phishing attacks. This case study underscores the importance of an integrated strategy, ensuring automated systems are complemented by human oversight, in protecting against the ever-evolving threat of phishing.
By
Suriya Prakash & Sabari Selvan
CySecurity Corp
In an unexpected move that has disrupted the cybersecurity equilibrium, IBM has announced its exit from the cybersecurity software market by selling its QRadar SaaS portfolio to Palo Alto Networks. This development has left many Chief Information Security Officers (CISOs) rethinking their procurement strategies and vendor relationships as they work to rebuild their Security Operations Centers (SOCs).
IBM's QRadar Suite: A Brief Overview
The QRadar Suite, rolled out by IBM in 2023, included a comprehensive set of cloud-native security tools such as endpoint detection and response (EDR), extended detection and response (XDR), managed detection and response (MDR), and key components for log management, including security information and event management (SIEM) and security orchestration, automation, and response (SOAR) platforms. The suite was recently expanded to include on-premises versions based on Red Hat OpenShift, with plans for integrating AI capabilities through IBM's Watsonx AI platform.
The agreement, expected to close by the end of September, also designates IBM Consulting as a "preferred managed security services provider (MSSP)" for Palo Alto Networks customers. This partnership will see the two companies sharing a joint SOC, potentially benefiting customers looking for integrated security solutions.
Palo Alto Networks has assured that feature updates and critical fixes will continue for on-premises QRadar installations. However, the long-term support for these on-premises solutions remains uncertain.
Customer Impact and Reactions
The sudden divestiture has taken the cybersecurity community by surprise, particularly given IBM's significant investment in transforming QRadar into a cloud-native platform. Eric Parizo, managing principal analyst at Omdia, noted the unexpected nature of this move, highlighting the substantial resources IBM had dedicated to QRadar's development.
Customers now face a critical decision: migrate to Palo Alto's Cortex XSIAM platform or explore other alternatives. Omdia's research indicates that IBM's QRadar was the third-largest next-generation SIEM provider, trailing only Microsoft and Splunk (now part of Cisco). The sudden shift has left many customers seeking clarity and solutions.
Market Dynamics
This acquisition comes at a pivotal time in the cybersecurity industry, with SIEM, SOAR, and XDR technologies increasingly converging into unified SOC platforms. Major players like AWS, Microsoft, Google, CrowdStrike, Cisco, and Palo Alto Networks are leading this trend. Just before IBM's announcement, Exabeam and LogRhythm revealed their merger plans, aiming to combine their SIEM and user and entity behaviour analytics (UEBA) capabilities.
Forrester principal analyst Allie Mellen pointed out that IBM's QRadar lacked a fully-fledged XDR offering, focusing more on EDR. This gap might have influenced IBM's decision to divest QRadar.
For Palo Alto Networks, acquiring QRadar represents a significant boost. The company plans to integrate QRadar's capabilities with its Cortex XSIAM platform, known for its automation and MDR features. While Palo Alto Networks has made rapid advancements with Cortex XSIAM, analysts like Parizo believe it still lacks the maturity and robustness of IBM's QRadar.
Palo Alto Networks intends to offer free migration paths to its Cortex XSIAM for existing QRadar SaaS customers, with IBM providing over 1,000 security consultants to assist with the transition. This free migration option will also extend to "qualified" on-premises QRadar customers.
The long-term prospects for QRadar SaaS under Palo Alto Networks remain unclear. Analysts suggest that the acquisition aims to capture QRadar's customer base rather than sustain the product. As contractual obligations expire, customers will likely need to transition to Cortex XSIAM or consider alternative vendors.
A notable aspect of the agreement is the incorporation of IBM's Watsonx AI into Cortex XSIAM, which will enhance its Precision AI tools. Gartner's Avivah Litan highlighted IBM's strong AI capabilities, suggesting that this partnership could benefit both companies.
In conclusion, IBM's exit from the cybersecurity software market marks a paradigm shift, prompting customers to reevaluate their security strategies. As Palo Alto Networks integrates QRadar into its offerings, the industry will closely watch how this transition unfolds and its impact.