Security: New Buyer Personas

How will Avant’s cybersecurity supplier portfolio evolve from last year?

Stephen Semmelroth, senior director of security at Avant, said his team’s overarching goal is to expand into “different buyer personas.” That’s because in 2022, the company targeted cybersecurity providers whose solutions met the needs of the buyers agents were used to selling to. As a result, Avant was giving advisors solutions to position to, on average, the chief information officer at an enterprise or midmarket company.

“What are the solutions that are inside the domain and purview of that chief information officer? Enterprise or corporate-focused security methods, where we don’t have to go train a trusted advisor and a whole new buyer persona? Where are they comfortable now? How can we build a desire to continue to grow and expand a professional practice that a trusted advisor has without pushing them too much or too far?” he posed.

But 2023, he said, will position partners to sell to other people, including but not limited to the chief information security officer.