Search for a security marketing agency and you will mostly find cybersecurity PR firms. It is an honest confusion, since the word security got absorbed by software a decade ago, but it leaves manufacturers of cameras, access control, sensors and physical security platforms scrolling past page after page of agencies that have never set foot in a trade show hall or talked to an integrator. The physical security industry has its own channel, its own press and its own buying culture, and the list of agencies that genuinely work in it is short.
Full disclosure before we go further: Maize Marketing is on this list, because we are one of those agencies. We think the honest move is to describe the whole field accurately, including the firms we compete with, and let you judge everyone by the same standard. That standard should be proof: named clients, published outcomes and work you can verify.
01Maize Marketing
That is us, so read this entry with the bias in mind. Maize is a B2B agency for security and technology manufacturers, built around earned media, case studies and category positioning rather than volume lead generation. The clients are named and the outcomes are published: programs for FLIR, Seagate, dormakaba, System Surveyor, Oncam and XTEND are documented in our case studies, with real placement counts and results rather than adjectives. The model is senior attention on a small client roster. If you want a badge-scanning booth machine, we are the wrong call. If you want your category to know who you are before the RFP exists, that is the work we do, described in detail on our physical security marketing agency page.
02SD Marketing (Security Dealer Marketing)
SD Marketing has spent years serving the dealer and integrator side of the industry, and that is where its model shines: volume marketing services, an extensive industry database, regular webinars and a visible voice in the trade press through David Morgan's long-running column. For a security dealer or integrator that wants steady lead flow and a partner fluent in that world, SD is a natural shortlist entry. Manufacturers with channel-heavy strategies may also find the dealer-side perspective useful.
03Defined Marketing
Defined Marketing positions itself as the industry insider, and the positioning is earned: the team is deeply networked in the physical security world, visible at every major industry event, and led by people who came up inside security companies rather than agencies. For manufacturers who value relationships, event presence and a team that already knows everyone in the room, Defined belongs on the list. Their public footprint leans more on presence than on published case studies, so ask to see documented outcomes for businesses like yours.
04LRG Marketing
LRG is the long-tenured incumbent of the group, now part of the MediaMax family, with decades of history serving legacy security manufacturers and a roster that has included some of the industry's biggest hardware names. Their heritage is public relations for established brands. If you are a large manufacturer that values continuity and a firm that has seen every industry cycle, LRG's tenure is the argument. As with any established firm, ask what the team looks like today and what recent work resembles your situation.
05Specialists worth knowing
Two adjacent options round out the field. BizMap serves security dealers and access control companies with local and regional marketing, a good fit for installation businesses rather than manufacturers. And generalist B2B technology agencies such as Altitude Marketing list security technology among their verticals, which can work for companies that want broad tech marketing muscle and are willing to teach the agency the industry themselves.
06How to actually choose
Start with which side of the industry you are on, since dealer marketing and manufacturer marketing are different jobs. Then ask every agency on your shortlist the same three questions.
Which named clients in this industry can we call? What outcomes did you publish, with numbers? And who exactly will work on our account?
The answers separate the field quickly. Trade show halls are full of agencies that talk about the security industry; very few can show you documented work inside it. If you want to pressure-test your current marketing against what is working in the category right now, we offer a 20-minute briefing, no deck and no pitch. Bring your hardest question.