B2B Revenue Acceleration
B2B Revenue Acceleration

Episode · 2 years ago

29: Key Considerations for Marketers in Cyber-Security w/ Gily Netzer

ABOUT THIS EPISODE

Gily Netzer has been working in the cybersecurity sector for almost 20 years.

She’s worked with startups such as Illusive Networks and large brands, like Symantec.

As you can imagine, she’s witnessed quite the evolution in the industry.

One major challenge marketers like Gily face in the cybersecurity space is that it can be difficult to sell a product to customers who do not see the need for it.

Another challenge facing marketing VP’s like Gily is finding creative ways to break through the noise.

On today’s episode of the B2B Revenue Acceleration podcast, Gily joined us to talk about her experience with this challenge as a marketer in cybersecurity. She also shared some key considerations to keep in mind as you work towards closing deals.

You're listening to be to B RevenueAcceleration, a podcast, dedicated helting software executives stay on thecutting edge of sales and marketing in their industry. Let's get into the show hi welcome to be to be a revengeacceleration. My name is Onia wit here and I'm here today with Gilly Nedze orfrom ilusive networks. How are you today Culy Heyra? I'm great! Thank youfor invriting me no prise absoute pleasure. So today we will be talkingabout the evolution of marketing insibor security, but before we go intodetails, can you please Tel us a little bit more about you? Your MarketingJohnny was in the Bitto dissible security market and your expireswisthat market sure, so I actually have been doing marketing the securitiesbased for the last almost twenty years with startups and also we technologycorporates. I started with a company called Elbit: It's an internationaltechnologgy company with the Defense Homeland, security and commercialprograms, including C for Isr, which is command, controlcommunication computers,intelligence and surveillance, and then I wroted Finjon, which is a startupthat offered a secure with gateway solution from there. I moved to Msystems, which is a flash story solution company that was acquired bythe leader in the space called Sandays kits an American company, and althoughit's in Toragea Company, I did work at the Mobil Security Solutions Group, sosecurity again after that point, the majority of my focused as a marketeerwas the traditional marketing like produc design, packaging user interfaceof the solution, events, conferences, public relations website content and soon. Okay, Tutt. That sounds wonderful, something that's interest me then, andis the twenty years experience in the staber security market and the third oyou've been obviously working from different companies as well. So I'dlike to wand, Tos Sol from your perspective, what you've seen or whereyou have seen the market evolving and...

...were well the major changes that you'vewitnesse from a marketing pospective in the saber security market. Yeah. That'sa good question! So, from a marketing perspective around ten tlans tears ago,the marketing took ashift. You know from the traditional marketing I wastelling you about into playing a bigger role from a business perspective,working together with sells to generate piepine and revenues. So with that, newsystems were introduced into marketing from sales force that was used up tothat point by sales, people through marketing, automation, toos, likeEloqua, Marquet, O Habspot, of course, more digitual, consent, content,syndication and so on. Th. The switch for me started in my episode with theSangis, but mostly it was in my time with SIMANTAC. So after Sanday Istarted working for semantic. I was there for eight years. So that's youknow a huge software company. At the time when I joined it wastwentythouzend people and actually they were combination becausethey bought a lot of companies throughout the years. One of them wasvaried to US witch is a storage and is ASE to recovery company. Yet then halfof the PORTFOCO with security, we're talking about you, know hundreds ofproducts that sematic is offering, and so my career and knowledge evolved alot with that company and with a business. So for the last two years,Weth delusive as a fifpy marketing, I was back to the startup environment.Doing everything from strategy to execution now get in to the other part of yourquestion. From a technology perspective, there has been a lot of changes, but Ichose to refer to the changes which were imposed due to the increasedconnuctivity in the past few decades. So about twenty years ago theconnectivity started to rise. You know with the introduction of cell phones,Internet satlite and so on. If years later, when activity became even moreadvanced with WII martphone social media online shops and so on, and sothese connuctivity isments brought with...

...them a lot of Brat tings like progressand productivity for businesses and for the people. However, it startedcreating security gaps which attappers could exploit and continue to exploit,and so in the past decade, simple connuctivity became more hyperand pros connected with the introduction of cloud as byod that TAPsurface expense is businesses to you know, choose to be agile, have to beagel and inovate, and so they adapt the adupt Mutiv knowlogies of connuctivity.So, at the end of the day, attackers leverage this increasing security gaps.DUTO CON activity and attacks become more advensed throughout the years. Isthe organizations adapt, thes technology transformation and so alsotrong, hacking, tose wear in our expots through the ears, and so they alloweven the lower level attackers to execute sophisticated attacks and soorganization to bridge the GAPS WITH CYBER INVESTMENTS? And this you knowthis is what I've been seeing in the last few years. U, I think, that'sreally interesting from a marketing perspective personally, because, as youjust describe very well in a very simple weatether, I liked it because itwas its very prreoticuate. Disable security market has been evolving N andithink. What of witness from my prespective is that you solution warecoming to solve problem that people have not had yet so o' almost like aeirance or prevention for something that may potentially happen, and Ithink, from marketing perspective from doin go market. Your role you almosthave to you know it's a different way of selling it. So when you are SEMONTECand they have maybe yonhat product, but a good part of them may become adtyproduct people may Yo know it's about Tis, about people being able able tofind you when you actually reading with new solution, traing to be on the edgeof the TAT market, trying to be innovator in that market than you havealmost to create yourown market. So...

...from a marketing perspective, and it'smaybe a also very simple question that the most celeborat but I'll go with itto game. But woul, you think, is driving the marketing strategies toengage with the market S. I is it actually, the marketere that needs tofind new tactic to create demands or on new solution, or is it the Byer, theactual end user? That you know, as you mention everything go gg to people, aretelling us that we ear from the Lek of Gardners use decision and all thosepeople at customers are doing more and more research on lane before bying,something but again, if you're selling them say you'r security in a solutionthat they may not know about, because it's not a PRENTA DEVEOP exparience.Yet you gont t expect them to find you online of do a resoarch from line. So Iguess Mas question is when you are into that innovative parts and creating thedemand. Do you have to add up to the customers? Sodo? You have to createyour own tactic as a marketer to go and find them. I think you know at the endof the day, and I'm not sure if it's answering your question- the Sabersecurity market, his become very, very crowded with a lot of companies and,like you said, innovation that needs to bridge the gap of what you know thetechnology has created, and we need to find the creative way to break throughthe noise right and to get your attention so with all those companies, cybercompanies and startups of offering a great variety of solutions, and they,by the way they cater to the different attack life cycle stages. You know fromprevention, to preamption, detection and response. We are all fighting. We Imean the vendors or you know we are all fighting for the customers, budgets andattention, but we have to to remember that thereare different takeholders for the different solutions depending on theindustries and the segments. I think there are a few things to think aboutto name a few key ones right in the short time that we have so one thing,of course, what is what is your Goa to market strategy? For example? Do you dothrough the channel partnerships or...

...direct right sales and marketing? Thereare many other go to market decisions to make, but this is Isa completelydifferent, maybe episode with you, but then in other consideration, to make inyour journey to to get the attention of the customer. Then who is your idealcustomer profile and what are the functions who play decision making orin even influential or functional rules that you need to interact with and how?And so then you need to make sure that you are clear not just on your customeror the ideal customer Profer, but also on the use cases and the challenges andthen optimize your company's messaging to be barassed between the solutionfeatures and the benefits that they pose to the different usecases. I wouldsay the next TAT is, you know, really rolling up your theemes with you know,tactics and execution that aim to get attention of your customer and at theright time. I think the context for me is t a combination of the use case andthes timing, so you need to be there in the right context in the right time andwith the right. Let's a solution for the USDS at take and for me the case todeploy our combination of tactics into a multitouch approach from leadershipwith speaking engagements I mean thought leadership with speakingengagement, articles analyst, relations, blogs, white papers or of that kind ofstuff through the man generation with conferences, events, appointment,setting with vidrs. You know, companies such as yourself that offer suchservices content, indication programs and more on the digital side likeadvertisement, social post engagements, different OIT amplifications. By theway today, I think you can see more and more, and I believe Gardner wasmentioning that as well. They see twenty five percent of the marketingbudget going towards the email ads organic search. You Know Ato, socialand so on. That's a really important pillar in your plan and and finallyalso not just the thought, leadership and the Diman Generation, but alsobiplane. Acceleration is also very key,...

...because often you can see situationwhere marketers create a lot of leads, but then the reason ei even convertthem into appointments a and early stage opportunities. But then thechallenge will be to confer the early stage opportunity to the next stage andthe next stage seeing them going up the P sopipan acceleration, whether it'swith customer references or ABM programs. You know targeting specificaccounts, that's that's INA natural, I guess Yeah Nos Thats for use for Ithinki. So so don't se your question you you haven't, saw my question. Iguess the only Ayminutor Wi at toat is a other question. I would asceis howmuch of the tactics so without going into the detail, but how much of thetactics are I kind of trial and mersure versus you know, tactics that areactually you're replicating something from another company or from somethingthat you've done in the past, because we're talking about evolving so withevolvement, with evolution, I'm expecting a constantchange. So I'l, doyou as a marketer adapt your tactic? Is it just about measuring the results ofeach campagn? Is it about listening to people like Gartner and going to theevents and picking Ur Pages? How would you evolve with the market and O youmake sure your tactics are evolving with not only the sable security market,the way by other interacting except Etca, and also what we mentioned: thecrowded markets. We need to be a bit different, so I'm interested to Osonknow you've without going NTO inters, but how you have been able, over theyears to always keep on your tot and evolving with that marketive Wolvingoon.So it's been different depending on the company that you work with. So you know,clary is very different from a corporate to a STARTA, but even withinat startup. It depends if you are in a very early stage, startup where thecategory is still not defined or whether you are in a later stage startup when the category is defined, customers are locating budgets, analystare already talking about the company...

...and so on and soforth. This reallymakes a difference for one the tactics that you deploy to, how you measurethem and then how you evolve. As an example, you know a very early statestartup that doesn't have any any relationships with prospects customers.Maybe it's even a very new category of technology yeah, I imagine the Jorityof the investment will will be. You know one on the PR in anoestrelations, but secondly, if you want to generate demand, if you want to collectcontact in order to do some digital marketing, especially today in the ageof Gdpr, you can just you know by list and market to them. So what you usuallywould be doing. A lot is going where the customers already are, because theywill not come to you. So you go and you spend a lot of money on effense andconference sponsorships, because the market is already there, so you justpay for a booth and pay to be on stage and then, when you are there,physically and and all the crowd is around there, whether you know whetherhe sponsor into security in Europe or our essay or any other smaller activity.In any country, then you go to where the customers are once you obtain. Youknow stronger relationships, more thought, leadership and awareness inthe market and relationships, possibly also we channel and with other partners.Then you have more flexibility on what you can do clearyou. Clearly, you alsowill invest in you know in so for organic, so peoplewill find you whenthey search Google for the related topics, but as time evolves and yourcompany volvs with you, you can look at additional tactics within the marketingso that your Diman generation will not only come from these conferences anevent, but ideally from a variety of different tactics, as I mentionedbefore, in sort of like almost an equal way or you're, not only dependent onone thing, you can do content indication, you can create a lot ofcontent. You can do appointment,...

...setting you can do APM, but going backto how it started. It really depends on the startup on the industry on they onthe categorifit, O good exists and really on the stage of the start up.But, of course, today in today's world you always have to be dated drivennumbers driven check. What brings you most profitability each compaign, eachexpense and understand you know for one company, weapiners will work foranother. They will not work sure so also the custom are also the customer.Many times will will be the difference of what you choose to do. Yeah,absolutely nothing think to your point as Wenthe Moreo, the organization, thecloser you will be to the funder, the Proso you will be with he, the peoplewho actually spend the money and the more likely you are to be able toreport on return and making sure that you know if I, even if you've got atact, tiget well take a little bit of time to really devlrop and generateopportunities and gams and revenue for the Sal Tam. You are more likely to bescritinizing in a small organization hand, a large web, I think said thatwe've got some very larch customer critinize things quite a lot which isreally good on them, because this is the way woed wark. So thanks for a greappreciate, your time, an insight on the on the question today. I think itwas really useful to get yourviews and mentioned the fady. Some veryinteresting point, which kind of fled me to the question of. If someone wantsto get in touch with you, so someone from Aaugience we've got a fear of ourlisteners well hin, to carry on the conversation. If you will be on thepodcast or ad you to their networks or whatever. What is the best way to getall of you Gillia to find you? The best way would be on linked in anyone canget inot with me and I'll, be happy to chant and to help, and thank you ofcourse, Arra for inviting me to this episode. I was very happy toparticipate beny thanks for your time. I was great aing under show. Today, oparatics has redefined the meaning ofrevenue generation for technology companies worldwide, while thetraditional concepts of building and managing insize sales teams in househas existed for many years. Companies...

...are struggling with the lack of focus,agility and scale required in today's fast and complex world of enterprisetechnology sales. Seeo operatics can help your company accelerate pipelineat operatics. Dot Net you've been listening to be to be revenueacceleration to ensure that you never miss an episode subscribe to the showin your favorite podcast player. Thank you so much for listening until nexttime.

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