The provided text from Byer Co. highlights the critical importance of educational content in cybersecurity marketing, particularly for non-technical audiences. It emphasizes that effective marketing in this sector requires building awareness and urgency by explaining complex risks and the necessity of solutions before attempting to sell a product. The source suggests strategies such as starting with "Why now? Why this?", utilizing real-world scenarios to make threats relatable, and offering free educational value to establish trust and thought leadership. Ultimately, the article argues that teaching first is the most effective approach to connecting with and converting cybersecurity buyers.