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BONUS! Chas Larios: 7 Hot Tips to Earn Cybersecurity Buyers’ Respect and Trust!
117 Plays1 year ago
Bonus! Chas Larios shares her 7 tips for cybersecurity marketers on how to earn security buyers' respect and trust. These are low-cost, high-return changes teams can make today!
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Transcript
Cost-effective Marketing Shifts
00:00:12
Speaker
I had a list of things that you know I was thinking about joining this podcast. like What are the things that I could leave other marketers with to think about like how do they make this shift? What are some tangible things that don't cost a dime that they can start doing today? Mind if I give you that list real quick? Yeah, do it. right
Partnering with Security Experts
00:00:30
Speaker
right so started making the list and I was thinking about like how can we change as an industry, start respecting cybersecurity buyers more, make this pivot and build that trust that we need. Number one thing you can do is start using a security subject matter expert in your content.
00:00:47
Speaker
you know it's hard to learn cybersecurity as a marketer, I completely get that, but you need to be creating value-led content. That means you need to figure out a way to create extremely snackable, consumable content with a subject matter expert who can actually teach your audience something new, a new way to solve the problem, saving time in their day-to-day life, whatever it may be. So partner with a subject matter expert in your content.
LinkedIn for Learning and Sharing
00:01:14
Speaker
Number two, if you are, everyone is on LinkedIn, all these vendors are on LinkedIn,
00:01:19
Speaker
Don't use your linkedin profile your company profile just to you know do promotional stuff like attend this webinar hey word rsa do this do that instead use it as a value led platform where you are. Taking information that you learn and you're learning out loud you're getting your founder you're getting your you know your leaders on your team to post constantly about what you're learning so that everybody else can understand what you're going through and maybe learn something new from you as well so i think that value that approach to content is critical.
00:01:53
Speaker
ah But that also means getting your CEO and and the security experts at your company to start posting so that everyone can learn from you and and we can you know elevate the industry as
Reducing Content Friction
00:02:04
Speaker
a whole. yeah Think long and hard about the content that you have. If you just have gated ebooks on your website and then you throw someone into a three email three email nurture sequence, you're You're doing it wrong. that's That's outdated. So think about the friction of your content and try to ungate it so that you can, not that you have to ungate everything, but try to ungate it so that you can create a frictionless process, especially so that security experts and security practitioners can you know binge on your content and learn from what you're doing and determine if it's a real fit or not. Save their time, save your time.
Product Demos for Buyers
00:02:41
Speaker
um ungate your product tours. like when i I don't know why this is, but the amount of vendor vendors websites that I go to on their homepage, where it's just a bunch of fluff and language and i I can't even see a demo of the product. There's no video, there's no product walkthrough. Like at the very least. People are afraid. The number one excuse is like, I don't want the competitor to see our product. I was like, y'all come, it's just, it's a market. Like they're not going to steal your UI. No, it's every time I hear that I'm like, that's not a thing guys. Just, just get it out there.
00:03:15
Speaker
It's not like it's it's all about execution right and and executing faster than your competition. But i if you're if all you're focused on is what your competition is doing, then you're not focused on the right thing. You should
Clarity in Homepage Copy
00:03:26
Speaker
be focused on your buyers enabling them as much as you possibly can and making their life better instead of just replicating something that some other vendor has already done. right yeah um write your homepage copy for clarity, ah not cleverness. I mean, i've I've posted quite a bit about this on LinkedIn, just the the messaging that we do. And I get it because a lot of cybersecurity marketers have been in the industry for a long time. They're going from vendor to vendor to vendor. They're all saying the exact same thing. It's high level, hyperbole. It's cringe-worthy. And there's a reason why we have Reddit threads from security practitioners and thesos.
00:04:05
Speaker
lighting marketing and sales tactics like that on fire, but but get get to really good detailed messaging. i Fletch PMM is a group that I follow on LinkedIn. They have really good lessons on this topic, so go follow them and and hear that out. um
Engaging with the Security Community
00:04:21
Speaker
I think conducting regular interviews with security personas in your ICP you know I got the benefit of working at services companies where I could work with them side by side and really understand where they're coming from. If you don't have that luxury, listen to things like this podcast or Audience First with Danny and what she's doing. ah Get out there and talk to the security community. Be a part of the community. Don't just you know write blank stuff from your your work from home office and never get out there and understand what your buyers are looking for. And then capture the the right data.
00:04:57
Speaker
i I am a data-driven CMO and i I do think it's important to be able to articulate and have data at your fingertips. That way, if someone comes in and pushes you to go back to the outdated 2015 model of like lead gen, MQLs, MQLs, and put you on that hamster wheel, you can articulate why this is the right approach and take kind of a data-driven approach to explaining what your strategy is. So those would be my my quick quick advice that doesn't really cost money. It's just a mindset shift.