Why Cloud Security Companies Need This

For cloud security products, a well-crafted technical whitepaper is essential. Your target buyers—Security Engineers, DevSecOps Engineers, CISOs—are evaluating multiple solutions and need to quickly understand why your product is the right choice.

The unique challenges of marketing cloud security mean your technical whitepaper needs to:

! Address: Differentiating in a crowded market

! Address: Balancing technical depth with business value

! Address: Addressing vendor fatigue

Key Components

Every effective technical whitepaper for cloud security should include:

1
Executive summary
2
Problem definition
3
Technical approach
4
Architecture diagrams
5
Implementation details
6
Performance/benchmark data
7
Conclusion and next steps

Step 1: The Brief

Before creating your technical whitepaper, document answers to these questions specific to your cloud security product:

Product Questions

→ What specific cloud posture management capabilities does your product offer?
→ How does your product differ from Wiz?
→ What metrics can you share about performance or results?

Persona Questions

Security Engineers:

→ How does your product address: Alert fatigue from too many tools?
→ How does your product address: Lack of cloud-native context?

DevSecOps Engineers:

→ How does your product address: Shifting security left?
→ How does your product address: Developer friction?

Use Case Questions

→ How does your product support cloud security posture?
→ How does your product support compliance automation?

Step 2: The Draft

With your brief complete, create your technical whitepaper following this structure:

Technical Whitepaper Outline

1. Executive summary
2. Problem definition
3. Technical approach
4. Architecture diagrams
5. Implementation details
6. Performance/benchmark data
7. Conclusion and next steps

Tips for Cloud Security

TIP Lead with the problem: Alert fatigue from too many tools resonates with Security Engineers

TIP Show, don't tell: Include examples of cloud posture management and vulnerability scanning

TIP Address objections: Differentiating in a crowded market will be top of mind

Common Mistakes to Avoid

When creating a technical whitepaper for cloud security, watch out for these pitfalls:

X Too marketing-focused, not technical enough

X No original insights or data

X Poor structure/hard to navigate

X Missing diagrams and visuals

X Not gated appropriately (or gated when shouldn't be)

Step 3: Production

With your draft complete, focus on these production steps:

→ Get feedback from someone who matches your target persona

→ Test messaging claims with real prospects if possible

→ Ensure design supports (not distracts from) the content

→ Set up tracking/analytics to measure effectiveness

Recommended Tools

Google Docs Notion Figma for diagrams

Learn From These Companies

Study how these cloud security companies approach their marketing:

Wiz ↗

Series D

Agentless positioning, fast time-to-value, graph-based approach

Snyk ↗

Series F

Developer-first security, open-source scanning focus

Lacework ↗

Series D

Anomaly detection focus, data-driven approach

Related Guides

Technical Whitepaper for Other Categories

Technical Whitepaper for API Platforms Technical Whitepaper for Data Infrastructure Technical Whitepaper for Developer Tools

Other Guides for Cloud Security

Messaging Framework for Cloud Security Demo Video for Cloud Security Sales Deck for Cloud Security

← Back to Cloud Security Marketing

Need help with your technical whitepaper?

We help cloud security companies create marketing content that resonates with technical buyers.

Work With Us