Product Marketing in Security

By: Katie Irvine, Director of Product Marketing of Protos Security

The security industry has long been defined by boots-on-the-ground execution, but in 2025, it’s apparent: software and technology are reshaping everything. From AI-driven analytics to integrated command platforms, security is becoming smarter, more connected and more data-driven. As these solutions evolve, the role of product marketing becomes more critical than ever—especially at companies like Protos Security.

This year at ISC West 2025, Protos made it clear we’re not just keeping up—we’re leading through our integrated protection solution. Our booth showcased the future of tech-enabled security services with innovative mobile apps and dynamic security management platforms. For our clients, vendors and end-users, it means more control, more visibility and more data transparency. For us as product marketers, it means telling a bigger story, one where Modern Technology Meets Security Innovation.

Why Product Marketing Matters in a Tech-Driven Industry

At its core, product marketing is about connection—connecting the right solutions to the right problems and the right people in the right way. As the security industry becomes increasingly defined by digital platforms, automation, AI and data integration, the need for clarity grows exponentially. It’s no longer enough to build powerful tools; we have to ensure that the value of those tools is fully understood by the people who rely on them every day.

For a company like Protos, this is where product marketing becomes essential. Our software offerings —like Protos Connect, Protos Select, Protos Client Portal and Protos Vendor Portal, our unified security platform—are built to streamline operations, increase transparency and give our end-users real-time visibility into their security programs. But to deliver on our promises, someone needs to bridge the gap between the engineers and developers building the product (Protos Labs), the sales teams positioning it and the end-users navigating their daily security challenges. That someone is the product marketer.

We act as translators, strategists, storytellers and champions. We turn technical capabilities into relatable benefits. We shape messaging that aligns with industry trends and market pain points. We build positioning frameworks that differentiate our offerings in a crowded and often commoditized market. And we partner closely with product managers, sales teams, operations and executive leadership to ensure the product narrative is not only accurate—but meaningful.

At Protos, this shows up in my day-to-day – through everything – from developing content that tells the story behind our tech, to building launch strategies that ensure each product hits the market with momentum. I help create sales enablement tools that give our frontline teams confidence and gather market feedback to refine positioning as our clients’ and vendors’ needs evolve. Whether it’s planning a demo walkthrough for an event like ISC West or crafting a feature announcement, it all mounts to one goal: making sure our products deliver impact, not just functionality.

The ISC West 2025 Experience

ISC West gave us the perfect stage to bring this to life. The Protos Product Marketing Team played a critical role in preparing for the event—building demo narratives, creating booth messaging and aligning cross-functional teams to present a clear, unified vision. At the show, we had powerful conversations with vendors, clients and prospects who saw, in real time, how our software offerings can simplify and elevate their security programs, including:

Protos Client and Vendor Portals – Protos’ dynamic security management platform integrates both the Vendor Portal and Client Portal to provide a seamless, data-driven approach to security operations. This unified ecosystem enhances efficiency, transparency and control, ensuring security providers and clients have full visibility into their programs.

Protos Connect App – Protos’ proprietary mobile application provides security officers with invaluable tools and insights to assist in safeguarding each client site and its unique requirements. Protos Connect empowers security officers with advanced tools for precise monitoring, instant incident reporting and effective patrols.

Protos Select App – The premier mobile platform specifically designed for law enforcement seeking flexible off-duty work. This innovative technology provides a diverse array of job opportunities, ensuring a seamless user experience, integrated with cutting-edge software to facilitate transparent and accurate communication.

We also used the show as a listening tool—collecting feedback, observing trends and identifying opportunities for future innovation. In a world that never stops moving, those insights are gold.

The most compelling feedback? People were excited not just about what Protos’ connected product ecosystem could do, but about how clearly we could explain its value—how it simplifies operations, improves visibility, and allows security leaders to act on data in real time.

ISC West has always been a premier networking event and exposition within the security industry, but this year, it felt like something more. Across the show floor, it was clear that the conversation is no longer just about hardware (the gates and the cameras, the locks and the scanners)—it’s about how technology and intelligence are transforming security outcomes. From AI-enhanced video analytics to cloud-based access control and workforce automation, the focus was firmly on smarter, faster and more connected solutions.

As a product marketer, it was powerful to see how different companies approached their differentiation. Some leaned heavily into visual storytelling with immersive video walls and interactive screens. Others focused on use-case-specific messaging—clear signage and product demos tailored to specific verticals. Across the board, the booths that stood out the most had something in common: they didn’t just show a product, they told a story.

And that’s where product marketing truly shines. Whether through compelling narratives, smart messaging or thoughtful booth experiences, companies that led with empathy and clarity were the ones drawing consistent attention. The best booths felt like conversations, not sales pitches.

Looking Ahead

As the security industry continues to evolve, the job of the product marketer is only going to grow more strategic. It’s more than features and benefits. It’s about understanding the market, connecting the dots between the tech and the user, and helping shape the future of how security is delivered. Product marketers will increasingly influence roadmap decisions, customer experience design and market expansion strategies.

Because in 2025 and beyond, the companies that succeed won’t just be the ones with the most advanced technology. They’ll be the ones who know how to tell the right story about that technology—and help their clients see exactly where they fit in.