The “Secret Sauce” of CMMC Marketing
(There isn’t One)
Marketing in the CMMC space requires more than just your traditional sales techniques. CMMC marketing involves regulatory compliance, CUI, evolving frameworks, and so much more. Established Service Providers (ESPs) and consultants alike must navigate client confusion, correct misconceptions, and demonstrate subject matter knowledge- all while building trust. That way, the potential client knows that they are actually qualified to do those things.
Breaking into a Niche Market
In this episode, we got to hear from Axiom’s very own marketing professional, Kaleigh Floyd. She shared her personal journey of transitioning into CMMC marketing, relaying how essential it is to build a solid reputation from day one. In a space as specialized and regulated as CMMC, credibility isn’t optional. It’s how you gain trust.
The Importance of Transparency and Trust
Trust is built through transparency. Service providers must be open about what they offer, the scope of their solutions, and whether a particular engagement is the right fit. Clients can often be wary of vendors making quick promises, especially when compliance is on the line. That’s why ESPs having clear, honest conversations about what they deliver (and what lies outside of their scope) helps in building lasting relationships. This includes mutual vetting: providers should assess whether the client is ready for compliance, just as the client evaluates the provider’s qualification. And if it’s not a good fit right then, it’s okay to tell them so. Because that’s what helps build that long-term trust.
Make Client Education a Priority
Many organizations entering the CMMC process are unclear on what is required, how to prepare, and what role third-party providers play. Educating them about the structure of the CMMC landscape not only provides value, but it sets vendors apart from others that offer similar services. This can include addressing common misconceptions and explaining technical details in clear, accessible language. Another part of education is ridding your processes and procedures of any ambiguity. Clear and consistent communication is crucial, especially when explaining services and compliance timelines.
Engaging With Other Industry Professionals
To ensure service organizations stay relevant in the ecosystem, be active in the CMMC community and contribute to the dialogue shaping it. This could include:
- Tracking CMMC updates
- Attending industry events and conferences
- Engaging with experts; and
- Adapting your services as changes arise
Continuous learning and networking not only help to improve internal knowledge, but it also positions providers as someone who is current and invested in an organization’s long-term success.
Elevate Your Approach to CMMC Marketing
As stated throughout this episode, CMMC marketing is less about selling and more about guiding. For ESPs looking to grow in this market, the most effective strategy is to lead with knowledge, always ensuring the client understands the process while also remaining aligned with compliance standards.
Understanding the CMMC environment isn’t just helpful, it’s foundational. Especially for those trying to market their services in this industry.
Have questions? Reach out to us. We’re always up for a discussion or to share our perspective with other professionals in the industry.
Looking to learn more? Check out our podcast. We post weekly discussions on an array of CMMC topics.