Let's begin with an old tool to explain difficult ideas: a car analogy.
When you buy a new car, you also have to think about the car insurance you're going to buy along with it. Insurance coverage varies—there are a number of different types you can purchase, from plans that cover the costs of repair after an accident to comprehensive plans that also cover losses such as weather damage or theft. In addition, purchasing insurance doesn't give you a license to drive as recklessly as you want just because you know that your insurance company will cover the costs if you get into an accident.
Similarly, just as car insurance isn't a one-size-fits-all solution, cyber insurance is not the panacea to all of a company's IT problems.
Unfortunately, developing effective cyber security marketing strategies around cyber insurance is challenging because your audience generally doesn't completely understand what it is that they're purchasing. Many companies think they can just get cyber insurance, and it will cover all of the damages if their IT systems are attacked or breached.
This attitude, however, represents an extremely naive view of what cyber insurance is and the threats that companies face from holes and vulnerabilities in their cyber security practices. In order to successfully market cyber security products or services to companies without a deep base of IT experts, you need to emphasize the following three points.