If you're a cyber security firm, you know there is no "cookie cutter" business model to which you market your services. In addition, cyber security marketing strategies that work well for attracting enterprise-level clients aren't as effective when you’re targeting small- and medium-sized businesses (SMBs). That's because each audience has very different needs, goals and priorities, so you need to tailor your marketing message to specifically address each type of client.
Typically a cyber company will be going after one market or the other. It is very rare that a cyber product or service suit both enterprise-level businesses and SMBs equally. The reality is that budget constraints exist for smaller companies that don't with larger ones. The first step in defining a target market is really knowing which high-level audience your product or service is going to serve, because the messages to the two different markets are going to be vastly different.
In order to determine which approach to take with your messaging, you need to first understand the players you'll be talking to at both enterprise and SMB levels.