Beyond Products Upgrades to Premium Partner at Security Delta (HSD)

Beyond Products has joined Security Delta (HSD) as a premium partner! Beyond Products is a marketing agency dedicated to helping security and IT companies translate their technology into a story that resonates with the market.  What sets them apart is that this work is not based on assumptions. Through Security Innovation Stories, the agency continuously conducts research in the market, having spoken with more than 200 CISOs and CIOs and over 50 innovators across Europe. Those insights are used to develop positioning, messaging, and growth strategies that reflect how decision-makers actually make choices, and to turn those strategies into better conversations for sales, marketing, and product teams.

Beyond Products was founded by Anja den Hertog and Bram de Bruijn. Anja brings a strong background in B2B marketing, with experience at organisations such as Youwe, Shell and Mazars. Bram has worked on critical infrastructure at the Dutch Ministries of the Interior and Economic Affairs, Securitas AB, as well as at Fox-IT, and has a background in security and product management. Together, they combine expertise in marketing, security and product thinking.

The organisation was founded out of a clear frustration, Bram states. While Europe produces strong security and IT technology, relatively few companies succeed in scaling, often due to a lack of market alignment rather than technical capability. The founders observed that security leaders and innovators struggle to connect with the right decision-makers or to be properly understood. To address this, they conducted in-depth research, including interviews with experts from industry, government and academia, and benchmarked the sector against others. Insights gained from this work, and from observing faster innovation-to-market cycles in Silicon Valley, laid the foundation for both Security Innovation Stories and Beyond Products, the first marketing agency in the Netherlands dedicated specifically to security and IT.

From insight to impact

Beyond Products helps security and IT companies translate their technology into a narrative that truly aligns with market needs. What sets them apart is their evidence-based approach: through Security Innovation Stories, they continuously conduct in-depth market research, having spoken with more than 200 CISOs and CIOs and over 50 innovators across Europe. These insights form the foundation for positioning, messaging and growth strategies that reflect how decision-makers actually make choices.

Moreover, they ensure visibility in the market and translate these insights into practical tools for sales, marketing and product teams, so that strategy leads to stronger conversations and tangible growth. Within six weeks, they deliver a validated go-to-market strategy, and within 12 months, they help organisations become top of mind in their niche, always with measurable results.

HSD community

Through their focus on the Dutch and European cybersecurity sector, Beyond Products quickly came into contact with HSD.

Bram de Bruijn, Managing Director: "HSD is a hub where government, industry and knowledge institutions unite around shared challenges. We believe the next step in cybersecurity is not only technological, but lies in collaboration and market development, and HSD brings together the right stakeholders to accelerate that step."

For Beyond Products, the value lies in access to the ecosystem and meaningful knowledge exchange. This enables them to bring insights from the market back into the sector and to foster new collaborations. They also feel a strong sense of societal responsibility to take on a leading role in this development.

Bridging the gap between innovation and impact

One of the key challenges within the security domain, according to Beyond Products, is that innovation too rarely translates into successful companies. While there is no shortage of start-ups, only a limited number evolve into scale-ups that truly break through. This is not due to shortcomings in technology, but rather to a lack of sharp product–market fit and go-to-market strategies. Many vendors develop solutions from a technological perspective without a clear understanding of the buyer, making their offerings difficult to position, explain or prioritise.

At the same time, the commercial landscape is evolving rapidly. Decision-makers increasingly orient themselves independently, through peers and online channels, making traditional outreach less effective and, at times, even counterproductive. As a result, it is becoming more challenging for vendors to secure meaningful conversations and remain relevant.

Collaboration and knowledge sharing

Beyond Products collaborates with a wide range of organisations, from established players to fast-growing companies. Their portfolio includes organisations such as KPN, Northwave, PinkRoccade, Fraudehelpdesk, Ubiqu, Brooklyn Partners, Soterics and Sentyron. In addition, they support various European start-ups and scale-ups in accelerating their growth.

Looking ahead, Beyond Products is particularly interested in working with organisations that are serious about investing in their positioning and growth strategies. Through their platform Security Innovation Stories, they are continuously engaging with pioneers in the field, including CISOs, CIOs and innovators, who want to actively contribute to the advancement of the sector. These experts can participate in panels or share their insights through interviews and articles. With more than 2,000 monthly visitors, the platform has established itself as a well-read source within this niche.

A clear European ambition

As a young company with growing traction, Beyond Products has clear ambitions for the future. Their focus is firmly on Europe, where they aim to strengthen the cybersecurity landscape by supporting European companies and technologies. By helping more security and IT organisations successfully bring their innovations to market, they seek to scale both their impact and their approach.

Rethinking go-to-market in cybersecurity

Beyond Products raises a fundamental question for the sector: why does so much innovation in cybersecurity fail to translate into real market impact? While technological innovation is abundant, commercial strategies often fall short. At the same time, the way organisations buy is changing, securing a seat at the table is becoming more difficult, and trust must be built much earlier in the process.

This means organisations need to ensure they are visible, understood and relevant before any conversation even begins. According to Beyond Products, this shift presents a major opportunity for the sector, one they are committed to supporting.