Another way to use a breach is in communications to your customers. You don’t have to sell security software to offer value. The first thing you can do is spread the news. It’s often important for affected parties to act quickly after a data breach, so notifying your customer base in the hope of reaching any who might be affected is an important service.
That is true not just for data breaches, but for when anything goes “not right” within an IT department. Anytime you have the opportunity to speak with your users/customers/people, do so in a way to make it as positive an experience as you can.
Making a bad experience good can pay off hugely in the future.