Should fear be prominent in cybersecurity marketing? 
My take:
“The use of FUD as a mechanism for cybersecurity funding justification is a shortsighted tactic …Tapping into human behaviors for urgency and potential catastrophe is powerful at first. It often works for immediate financial relief, but as time goes on and the audience becomes savvier, it makes the leader or vendor look less credible and more of a fear monger looking for a shortcut”
https://cyberbridgemarketing.com/fear-in-marketing/