The Problem (The big OMG)
Most Agencies
Don’t Get our Industry.
Agencies that use one-size-fits-all playbooks miss how the security industry actually works, integrator margins, RMR models, manufacturer-to-distributor dynamics, and territory differences. The result: months of onboarding, the wrong messages to the wrong people, and shiny metrics that don’t move pipeline.
- Don’t understand the ecosystem: you waste time explaining instead of selling.
- One-size thinking: manufacturers, dealers, and integrators need different approaches.
- Vanity metrics over revenue: impressions don’t grow RMR.
- Wrong audience, wrong message: recycled creative loses deals.
Where others fail
The Answer (Of Course)
Why
Dǝfined Marketing?
We’ve worked inside security companies, walked trade-show floors, built channel relationships, and marketed security brands from the ground up: AI, VMS, surveillance, cloud, access control, and more. We don’t just study your world; we’ve worked in it. So instead of onboarding, we ask about your goals and get to work.
- Deep channel experience: tech, margins, partnerships, audiences
- Tactical know-how: how dealers buy, how manufacturers engage channels, how integrators win bigger contracts
- Quick start: no long ramp, immediate impact
Marketing
Security
Branding
Security
Design
Security
Development
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Marketing
Security
Branding
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Design
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Development
Security
“Frank DeFina, a security industry legend who believed in lifting people up. That spirit guides everything we do.”
Defined Marketing is named for Frank DeFina, a true industry leader whose mentorship shaped how we work.
His spirit of lifting others is baked into our approach.
Services
From Positioning to Pipeline
Every service we offer is built for the specific dynamics of the security industry, not adapted from a generic playbook.
Lead Generation That Converts
01Dealers, integrators, and end users all buy differently. We build campaigns that speak to each audience's specific concerns and move them through the funnel.
Strategic Brand Positioning
02Stop competing on price. We help you own a distinct market position that makes competitors irrelevant and premium pricing defensible.
Authority Content
03Whitepapers, case studies, and educational content that prove your expertise and keep you top-of-mind when the buying decision happens.
Digital Presence & SEO
04From high-intent search capture to conversion-optimized websites, we make sure you're found by the right buyers and chosen over the competition.
Social Media & Community
05We manage your social presence to build credibility, engage your audience, and position your brand as the voice of your market segment.
Campaign Execution & Scale
06Whether you're launching a service line or entering a new market, we execute campaigns that drive measurable growth without the growing pains.
Working with top security companies
Wine & Security - ISC West 2026
How We Work with Your Team
Whether you have an internal marketing team or need one, we fit where you need us most. We can plug gaps, augment capabilities, or fully step in as your outsourced marketing team, always partnering, never replacing the people who know your business best.
Add specialists (SEO, paid media, content, design, analytics) to strengthen your existing team and accelerate projects.
Work side‑by‑side with your marketing leads to create strategy, run campaigns, and transfer skills so your team levels up.
Act as your complete marketing department — strategy, execution, reporting, giving you predictable results without the overhead.
Security Guru's
Meet our experts
Janet Fenner
President
JoAnne Murphy
VP Marketing & Strategy
Alex Jemo
VP Media
Hannah Livergood
Marketing Director
Nicolas Parra
Graphics Director