Security is not something we actively think about much in Marketing. But in an era of cyber threats and hacking incidents, it’s become top-of-mind for many executives and CMOs. How are we supposed to prepare as marketers, and ensure we’re safe? Check out this SlideShare to learn: -What is SSL, and why your website should have it -How to establish a recovery plan in the event on an incident -How security impacts your discoverability, and ranking in search

1. WHY SECURITY MATTERS
for marketers

2. As marketers we’re focused on
GROWTH

3. GROWTH

4. Chapter one:
Why you should care about security.

5. If you collect data from customers, you are responsible for
ensuring their protection
Bryan Eisenberg

6. Websites are being attacked every second

7. Insecure websites are more frequently targeted
• Most of these attacks are aimed to
steal user information, or compromise
a website.
• Looking at different attack types you
can see what some of the most
common attacks are – http is most
prominent.
• 50% of attacks come against insecure
websites.

8. Businesses of Every Size Are Being Targeted
• Betty’s Tea is a UK based café chain
and was targeted in May 2015
• As a result of the attack: 120,000
customer names, email addresses
and encrypted passwords were
stolen.

9. A Story about Sony
• Sony was hacked in November, 2014 and personal employee details including
names and salaries were leaked
• 47,000 records were stolen, and the outrage started immediately, and is still
ongoing

10. A Story about Sony

11. 17 MILLION ATTACKS PER DAY

12. Every Attack Ties into Value
• According to PwC, every website SMB
website hacking incident costs
between $92,000 - $165,000 on
average.
• McAfee found almost 90% of small- and
medium-sized business in the US do
not use data protection for company
and customer information, and less than
half secured company email to prevent
phishing scams.
7-year olds can even hack networks

13. Most Websites Don’t Have Security
Only 20% of website are secure!

14. Brands have the opportunity to stand out for proactively
addressing it and those who do not will very soon be far
behind. Align your brand with the changing consumer
mindset and be a leader in customer security.”
Bo Holland, CEO AllClearID

15. Chapter two:
How website attacks happen.

16. There are two primary types of website attacks
MAN-IN-THE-MIDDLE DDOS

17. Man-in-the-Middle Attacks

18. What is a Man-in-the-Middle Attack?
• A Man-in-the-Middle attack happens when a hacker places a small file on your
website, and steals incoming user data.
• These files can go undetected for weeks, months, or years due to their small size.
Visitor
Hacker
Website

19. DDoS

20. What is a DDoS Attack?
• A DDoS (Distributed Denial of Service) attack happens when a hackers uses multiple
computers to flood traffic to a website.
• Incoming traffic volume is so large and so sudden, there is no option but for your
website to go down.
Website

21. What can we do to prevent these attacks?

22. Chapter three:
All about SSL & WAF.

23. What is SSL?
Visitor
Hacker
Website
• SSL stands for Secure Sockets Layer, and is a way of encrypting traffic between a
website and the visitor.
• As a result of traffic being encrypted, hackers cannot steal private or customer
information from Man-in-the-Middle attacks.

24. Benefits of SSL
Trust
SEO
Website
Enhancements

25. Benefits of SSL
A padlock displays in the URL bar for secure websites
– increasing visitor and consumer confidence that
their information is safe.
Trust
SEO
Website
Enhancements

26. Benefits of SSL
Trust
SEO
Website
Enhancements

27. Benefits of SSL
Trust
SEO
Website
Features

28. Benefits of SSL
“If your in a competitive niche, then it can give you
an edge from Google’s point of view. With the
HTTPS ranking boost, it acts like a tiebreaker. For
example, if all quality signals are equal for two
results, then the one that is on HTTPS would get the
extra boost that is needed to trump the other
result.”
Google’s Gary Illyes, said:Trust
SEO
Website
Enhancements

29. Benefits of SSL
Trust
SEO
Website
Enhancements
HTTPS is “moderately correlated to higher search rankings”
Source:
http://backlinko.com/search-engine-ranking

30. Benefits of SSL
Trust
SEO
Website
Enhancements
Have you seen pages like this?

31. Benefits of SSL
Trust
SEO
Website
Enhancements
Using HTML5, your website can incorporate features that
utilize the visitors device information, such as:
• Geolocation
• Video and Microphone
• Device Motion/Orientation
• Fullscreen
Without SSL, none of these will work in Chrome or Firefox.

32. What is a WAF?
• WAF stands for Web Application Firewall and forms a protective ring around your
website to weed-out bad traffic, and allow good visitors to come through.
Website
Website Visitor
Hacker

33. Hacking Recovery Plan
1. Check with I.T. and/or your website host to determine root cause, and impact
2. Create scenarios and playbooks for every type of hacking incident (loss of user
information, website downtime, etc.)
3. Communicate with affected internal stakeholders
4. Communicate with external customers, prospects, and other affected parties
5. Ensure you have contact details for key team members

34. Chapter three:
Next Steps.

35. Create a Hacking Recovery Plan
1. Check with I.T. and/or your website host to determine root cause, and impact
2. Create scenarios and playbooks for every type of hacking incident (loss of user
information, website downtime, etc.)
3. Communicate with affected internal stakeholders
4. Communicate with external customers, prospects, and other affected parties
5. Ensure you have contact details for key team members

36. Want to secure your website today?
Click here to start a free trial of the HubSpot Website Add-on.

37. Jeffrey Vocell (@jvocell)
Product Marketing Manager
Thank you!