B2B Revenue Acceleration
B2B Revenue Acceleration

Episode · 3 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 were listening to bb revenue acceleration, a podcast dedicated helping software executive stay on the cutting edge of sales and marketing and their industry. Let's get into the show. Hi You, welcome to be to be a revenue acceleration. My name is Orion mutier and I'm here today with Gilli Nets, or from illusive networks. How are you today, Gili? Hey, right, I'm great. Thank you for inviting me. No Price, absolute pleasure. So today we will be talking about the evolution of marketing in Cyber Security, but before we go into details, can you please tell us a little bit more about you, your marketing journey within the BB cyber security market and your experience with net market? Sure. So, I actually have been doing marketing in the securities space for the last almost twenty years. We startups and also with technology corporates. I started with a company called Lbit. It's an international technology company with the defense, homelade, security and commercial programs, including see four I sr, which is command control, communication, computers, intelligence and surveillance, and then I wrote at Finn John, which is a start up that offered a secure web gateway solution. From there I moved to m systems, which is a flash storage solution company that was acquired by the leader in the space called Sandisk. It's an American company and although it's in storage company, I did work at the Mobile Security Solutions Group. So security again. After that point, the majority of my focused as a market here was the traditional marketing, like product design, packaging, user interface of the solution, events, conferences, public relations, website content and so on. Okay, that's that sounds wonderful. Something that's interest me than and is a twenty years experience in the stable security market and the fall Tro you've been obviously walking from different companies as well. So I'd like to under songs from your perspective what you've seen, or where you have seen the markets evolving and where, well,...

...the major changes that you witnessed from a marketing perspective in the Saber Security Market. Yeah, that's a good question. So from a marketing perspective, around ten plants years ago, the marketing to a shift, you know, from the traditional marketing I was telling you about, into playing a bigger role from a business perspective, working together with sales to generate pipeline and revenues. So with that new systems were introduced into marketing from sales force that was used up to that point by sales people, through marketing automation tools like Eloqua, Marquette, hub spot of course more digital constant contents, indication and so on. The the switch for me start started in my episode with the Standis, but mostly it was in my time with SEMANTEC. So after Sundays Guy, I started working for semantic. I was there for eight years. So that's, you know, huge software company. At the time when I joined it was Twentyzero people and actually they were combination because they bought a lot of companies throughout the years. One of them was very task, which is a storage and disaster recovery company, but then half of the portfolio was security. We're talking about, you know, hundreds of products the semantic is offering, and so my career and knowledge evolved a lot with that company and with the business. So for the last two years with elusive as a VPPI marketing, I was back to the startup environment, doing everything from strategy to execution. Now getting to the other part of your question, from a technology perspective, there has been a lot of changes, but I just refer to the changes which were imposed due to the increased connectivity in the past few decades. So about twenty years ago the connectivity started to rise, you know, with the introduction of cell phones, Internet, set light and so on. A few years later connectivity became even more advanced with Wi fi, smartphones, social media, online...

...shops and so on, and so these connectivity aments brought with them a lot of breakings, like progress and productivity for businesses and for the people. However, it started creating security gaps which attackers could exploit and continue to exploit, and so, in the past decade and simple, connectivity became more hyper and cross connected with the introduction of cloud thus, byod that tax surface expands. Is Businesses to, you know, choose to be agile and have to be agile and innovate, and so they adapt, they adopt mw technologies of connectivity. So at the end of the day, attackers leverage this increasing security gaps due to connectivity and the attacks become more advanced throughout the years as the organization's adapt this technology transformation, and so also from hacking tools where and are expots through the years, and so they allow even the lower level attackers to execute sophisticated attacks and so organization to bridge the gaps with cyber investments and this, you know, this is what I've been seeing in the last few years. That's really interesting from a marketing perspective personally because, as you just describe very well in a very simple web that I liked it because it was very, very articulate, the cyber security market has been evolving and I think what a witness from my perspective is that new solution are coming to solve problem that people have not add yet. We almost like an urance or prevention for something that may put in should really happen. And I think from marketing perspective, from doing the markets here role, you almost have to you know, it's a different way of selling. It's a when you add see mount take and they have maybe hundred product, but a good part of them may be commodity product. People may know. It's about pis about people being about able to find you. When you actually living with new solution, trying to be on the edge of that that market, trying to be innovator in that market, then you have almost to create your own market. So from a marketing perspective,...

...and it's maybe also a very simple question and the most celebrate, but I'll go with it again. But would you think is driving the marketing strategies to engage with the market? Is it? Is it actually the market here that needs to find new tactic to create demands around new solution, or is it the buyer, the actual end user that you know, as you mentioned, everything got digit all people are telling us that. We hear from the lake of Gardners serious decision and all those people at customers are doing more and more research online before buying something. But again, if you're selling them save your security in a solution that they may not know about because it's not a prand the develop experience. Yet you got expect them to find you online of do a research online. So I guess, majst question is, when you are into that innovative parts and creating the demon do you have to add up to the customers or do you have to create your own tactic as a Marketerel to go and find them? I think you know at the end of the day, and I'm not sure if it's answering your question, the cyber security market is become very, very crowded, with a lot of companies and like you said, innovation that needs to breach the gap of what you know, the technology has created and we need to find the creative way to break through the noise right and to get the attention. So with all those companies, cyber companies 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, from prevention to preemption, detection and response. We are all fighting. We, I mean the vendors or you know, we are all fighting for the customers budgets and attention. But we have to remember that there are different stakeholders for the different solutions, depending on the industries and the segments. I think there are a few things to think about, to name a few key ones right in the short time that we have. So one thing, of course, what is what is your go to market strategy? For example, do you do through the channel, partnerships or direct right sales and marketing?...

There are many other go to market decisions to make, but this is really completely different. Maybe episode with you. But then another consideration to make in your journey to get the attention of the customer. Then who is your ideal customer? Profile and what are the functions to play, decisionmaking or in 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 customer or the ideal customer profile, but also on the use cases and the challenges, and then optimize your company's messaging to be balanced between the solution features and the benefits that they pose to the different use cases. I would say the next step is, you know, really rolling up your sleeves with, you know, tactics and execution that aim to get the attention of your customer and at the right time. I think the context for me is a combination of the use case and the timing. So you need to be there in the right context, in the right time and with the right, let's say, solution for the use stays at stake. And for me, the keys to deploy a combination of tactics into a multi touch approach, from leadership with speaking engagements, I mean thought leadership, with speaking engagement, articles, analyst relations, blogs, white papers, all of that kind of stuff, through demand generation, with conferences, events, appointment setting with be Dr's. You know, companies such as yourself that offers such services, contents, indication programs and more on the digital side, like advertisement, social post engagements, different op it amplifications, by the way. Today, thank you. Can See more and more, and I believe Gardner was mentioning that as well, they see twenty five percent of the marketing budget going towards the email ads, organic search, you know, Seo Social and so on. That's a really important pillar in your plan. And and finally, also not just the thought leadership and the demand generation, but also pipeline acceleration is also very key, because often...

...you can see situation where market tars create a lot of leads but then there reason even even convert them into appointments and and early stage opportunities. But then the challenge will be to convert the early stage opportunity to the next stage and the next stage seeing them going up the pipe. So pipeline acceleration, whether it's with customer references or ABM programs, you know, targeting specific accounts. That's that's in the Natchell I guess. Yeah, lots. That's for you for I think it so to also your question. You you haven't so my question. I guess. The only element I would add thatuch is a the question I would ask you is how much of the tactics, so without going into the details, but how much of the tactics are a kind of trial and measure versus, you know, tactics that are actually you're replicating something from another company or from something that you've done in the past? Because we're talking about evolving. So with involvement, with evolution, I'm expecting a constant change. So I'll do you as a back it to adapt your tactic. Is it just about measuring the results of each compaign? Is it about listening to people like Gardner and going to the events and picking up ages? I would you evolve with the market and alogy you make sure your tactics are evolving with not only the cyber security market, the way by other are interacting, except etc. And also what we mentioned, the crowded market. So you need to be a bit different. So I'm interested to those on all you, without going into details, but how you have been able over the years to always keep on your tools and evolving with that market evolving around. So it's been different depending on the company that you work with. So you know clearly it's very different from a corporate to start up. But even within it start up, it depends if you are in a very early stage start up where the category is still not defined, or whether you are in a later stage start up when the category is defined, customers are locating budgets, analyst already talking about the company and so on and so forth. This really makes a...

...difference, for one, the tactics that you deploy to how you measure them and then how you evolve. As an example, you know, the very early stage start up that doesn't have any any relationships with prospects, customers. Maybe it's even a very new category of technology. Yeah, I imagine gjority of these investment will will be, you know, one on the PR and analyst relations, but secondly, if you want to generate demand, if you want to collect contact in order to do some digital marketing, especially today in the age of GDP, are you can just, you know, buy list and market to them. So what you usually would be doing a lot is going where the customers already are, because they will not come to you. So you go and you spend a lot of money on events and conference sponsorships because the market is already there. So you just pay 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 whether your sponsor infosecurity in Europe or our say, or any other smaller activity in any country, then you go to where the customers are. Once you obtain, you know, stronger relationships, more thought leadership and awareness in the market and relationships possibly also with channel and with other partners, then you have more flexibility on what you can do. Clearly. Clearly, you also will invest in, you know, in Seo, for organic so people will find you when they search Google for the related topics. But as time evolves and your company evolves with you, you can look at additional tactics within the marketing so that your demand generation will not only come from these conferences and events but, idea, from a variety of different tactics, as I mentioned before, in sort of like almost an equal ways. Or you're not only dependent on one thing. You can do contents, indication, you can create a lot of content, you can do appointment setting, you can do a PM. But going back to how I...

...started, it really depends on the startup, on the industry, on the on the category, if it exists, and really on the stage of the start up. But of course, today, in today's world, you always have to be data driven, numbers driven, check what brings you most profitability each campaign, each expense, and understand, you know, for one company Webinars will work, for another they will not work. Sure so, also the customer. Also the customer many times will will be the difference of what you choose to do. Yeah, absolutely, and I think I think to your point as well. Do the more of the organization, the closer you will be to the founder of the closer you will be with the people who actually spend the money and the more likely you are to be able to report on a return and making sure that you know if he even if you've got to tactic that will take a little bit of time to really develop and generate opportunities and deals and revene. For the cells team, you are more likely to be scrutinizing in a small organization and a large one. Having said that, we've got some very large customer scrutinize things quite a lot, which is really good on them, because this is the way you would work. So thanks for that, JEM. Really appreciate your time and insight on the on the question today. I think it was really useful to get your views and mentioned the fit is some very interesting point which kind of led me to the question of if someone wants to get in touch with you, so someone from audience, we've got a few of our listener as well, can to carry on the conversation. If you will be on the podcast or a due to the networkx or whatever, what is the best way to get old of you, Gideon, to find you? The best way I would be on Linkedin. Anyone can get in with me and I'll be happy to to chat and to help and thank you, of course, sorry for inviting me to this episode. I was very happy to participate. Many thanks for your time. You was great having on the show today. operatics has redefined the meaning of revenue generation for technology companies worldwide. While the traditional concepts of building and managing inside sales teams inhouse has existed for many years, companies are struggling with a...

...lack of focus, agility and scale required in today's fast and complex world of enterprise technology sales. See How operatics can help your company accelerate pipeline at operatics dotnet. You've been listening to BEDB revenue acceleration. To ensure that you never miss an episode, subscribe to the show in your favorite podcast player. Thank you so much for listening. Until next time.

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