In the crowded and highly-competitive cybersecurity market, how do you differentiate your brand from your competitors?

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Cybersecurity is a crowded space, with fierce competitors all vying for the same clients. Make
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In the competitive cybersecurity market, what makes your brand different from your competitors?

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PR is not a sinking ship. It’s still an essential element in your marketing mix, especially in the crowded cybersecurity market. But is your PR program delivering the results you need to meet your revenue goals?

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My exposure to Israeli technology companies over the past several years has admittedly gravitated towards cyber security, video surveillance and biometric startups like BriefCam, FST21 and others often born out of Israeli Defense Forces (IDF) or Israeli Military Intelligence. Whether it has been at ASIS or other security industry conferences, I come away impressed with the sophistication of the technology and potential applications for both commercial and government purposes.

One of the reasons the Showcase of Maryland/Israel Business – which took place on November 18th in Silver Spring, MD – caught my attention is that it extended beyond some of the aforementioned security categories to robotics, e-discovery software, medical equipment, and mobile emergency response solutions. The event was hosted by the Maryland/Israel Development Center, a non-profit organization promoting trade and investment between Maryland and Israeli businesses and research institutions.

In some cases, the companies were Israeli-based and looking to push into the U.S. market more aggressively, while others had Israeli origins but had been operating in Maryland for several years. As someone who has tracked and worked with scores of Maryland technology companies and startups – first as founder of a Maryland Tech PR firm and currently in my role as Partner at Bluetext – it is exciting to see collaboration and efforts by the Maryland Tech community to foster closer ties with Israeli tech firms.

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Some of the more provocative demonstrations and companies I spoke with included:

Roboteam – This company designs, develops and manufactures cutting edge, user-oriented, multi-purpose, unmanned platforms and controllers for Defense, Law Enforcement and Public Safety missions. One of its unmanned ground vehicles was on display and operational at the event, where it demonstrated its ability to not only move on flat service but also ascend a podium staircase.

iControl Universal Collaboration Solutions – Collaborative Business Intelligence firm based in Burtonsville, Maryland helping retailers gain unified data insights across its supplier network.

NextNine – Cyber Security firm focused on oil, gas, mining, defense and other critical infrastructure verticals.

RADiFlow – This company provides secure industrial Ethernet solutions for critical infrastructure applications.