Creative Covenant presents: Marketing Cybersecurity - the Good, the Bad, and the Factually Incorrect

Laila Tjensvoll and Abi Mohamed from TechNation talk to us about how to:

-Simplify your cybersecurity offering 

-Identifying and target your buyer (it's not always a CISO) 

-Articulate your employer brand

-Balance facts with FUD the case against FUD

The gaming demographic is one worth understanding and targeting, but how do can cybersecurity companies get their heads around the how, what and when? 

This episode breaks down the 2.5 billion gaming demographic and explains how cybersecurity companies can:

-segment this massive market

-understand the cybersecurity priorities of gamers

-recruit gamers into their business

-embody the values that the gaming community prioritises.

Live events have stalled, so what can you do in the meantime to:

-Create compelling online events

-Plan for how you'll attract prospects when live events return?

In the second of our 'What Cybersecurity Can Learn From Gaming' series, our guests Nick Smith and Romain Tixier from GosuRabbit explain how to:

-Get better traction during live events by gamifying your event stand

-Create a compelling and memorable live event to see you through lockdown. 

Do you want to integrate influencer marketing into your marketing strategy, but aren’t sure where to start? What are the rules? What should you expect? And what is a reasonable return on investment?

This is part of our 'What Cybersecurity Can Learn From Gaming' series. Our guests are Nick and Romain Tixier from GosuRabbit, an esports and gaming marketing consultancy. 

How do you create a compelling and distinctive cybersecurity brand? Or, going further, what should you expect from the brand you create? How big should you dream? What do great brands achieve, and how are they made? Our two very special guests - Creative Director Gareth Rutter and our own CEO and Strategy Director Lucinda Dobinson - chew the fat on what it takes to create an iconic brand, the groundwork needs to be laid in your organisation for great branding to take hold, and why every brand should aspire to be as much a part of our cultural landscape as Netflix, the Premier League, and Nike. 

There aren't many that have as in-depth a view into the global cybersecurity landscape than Tinesh Chhaya.  As the founder of Jenny - a directory of cybersecurity companies - he is amassing a wealth of knowledge about cybersecurity products, services, brands, and messaging. In this podcast, we delve into what Jenny has taught him about what makes companies stand out from a brand and messaging perspective. 

Social selling has become a massive buzz term, but what does it actually entail? What does good look like? How can marketing teams work together with sales to support sharing content and insights? 

In this episode we welcome back Anthony Fox, Head of Sales for US at F-Secure and Rebecca Takada, VP Marketing for Empire Selling, to disuss social selling best practice, as well as: 

-The case study problem – how to elevate internal learnings in an industry defined by anonymity

-Making the case against short-termism – why putting time and budget into long-term strategic pieces can have more impact than quick-fire responses to the latest breach.

The cybersecurity market in the US is vastly different from the rest of the world. If you're a non-US cybersecurity marketer bringing your company States-side, what do you need to know? From segmenting the market to navigating six time zones, Rebecca Takada, VP Marketing for Empire Selling, and Anthony Fox, Head of US Sales for F-Secure give a frank assessment of the challenges in establishing a US presence. 

How do you prioritise research in your organisation? How is it best deployed, and when do you switch to the 'hard sell' (if ever)?

Research-led marketing is one of the most effective and compelling components of a successful sales cycle. But if you're a small marketing team without a massive budget (or a large team with limited resources), how do you chose and prioritise the research that will have the greatest appeal to your target audience? And how do you then implement that research into the marketing and sales cycle to greatest effect?

In Part 2 of this episode we're joined by special guests Peter Cohen, MD of HolistiCyber UK, and Matt Lewis, Research Director of the NCC Group. 

Missed Part 1? Listen now to discover best and worst examples of research-led marketing, most hated words, and our top resources for getting your head around this vast and complicated space.

Want to be a guest? Email gayle@creativecovenant.co.uk.

In this two-part episode, we discuss the good, the bad, and the factually incorrect of research-led marketing with Peter Cohen, MD of HolistiCyber UK, and Matt Lewis, Research Director of the NCC Group. 

In Part 1, we explore best and worst examples of research-led marketing, most hated words, and our top resources for getting your head around this vast and complicated space.

In Part 2, we focus on the role and value of research in cybersecurity marketing, alongside practical tips on how to prioritise your research focus (especially if you have a limited budget) and integrate it into marketing campaigns.

Want to be a guest? Email gayle@creativecovenant.co.uk.

Join us for our very first episode with two extremely special guests:

Becky Kiely, Head of PR for UK and US, F-Secure

Eliza-May Austin, CEO and Co-founder of th4ts3cur1ty.company

We'll be talking about:

-Why the industry needs this podcast

-Our most hated marketing words, and,

-How to craft the most click-worthy LinkedIn post. 

About Creative Covenant

Creative Covenant is a brand-storytelling agency with an experience-led focus on cybersecurity.