Although cyberspace is providing business opportunities, it is evident that B2B marketers need to pay attention to how to reduce the vulnerabilities associated with the use of computer technology. To reduce the possibility of a data breach, senior management need to increase threat awareness through the development of a behavioural awareness programme. We address how B2B marketers can contribute to increasing cyber security awareness by relating to an individual’s knowledge and attitude that influences their behaviour. By drawing on the information systems management, marketing, communication and motivational research (social psychology) literature, we explain how persuasive communication theory in conjunction with motivation theory can be used to create an awareness programme to influence behavioural change. A qualitative research strategy was deployed and the critical friendship group and the group interview method were utilized. Fourteen highly experienced security experts participated in the study. The findings indicate that the process of knowledge creation can be enhanced by deploying functional theories of attitudes as this provides a basis to categorize staff according to their level of motivation and knowledge. This means that B2B marketers can play the role of co-ordinator when devising and implementing an appropriate cyber security awareness programme to help staff counteract the actions of cyber attackers. By reducing the gap between self-efficacy and perceived expectation, the confidence level of staff will be increased and attitudinal behavioural change will occur throughout the organization.