Are you having a conversation with your market or merely making noise? B2B brands—including HealthTech solutions—must invest in their brands.

Expecting your inbound marketing and direct-to-customer approaches to distinguish you among your competitors will result in missed goals. Who speaks on behalf of your brand? Who is attractive to journalists and others observing your marketplace? Do you have a brand evangelist?

Tony Anscombe, Chief Security Evangelist for ESET discusses modern brand communication on this edition of Studio CMO.

About Our Guest

Tony Anscombe is the Chief Security Evangelist for ESET. With over 20 years of security industry experience, Anscombe is an established author, blogger and speaker on the current threat landscape, security technologies and products, data protection, privacy and trust, and Internet safety.

His speaking portfolio includes industry conferences RSA, CTIA, MEF, Gartner Risk and Security, and the Child Internet Safety Summit (CIS). He is regularly quoted in security, technology and business media, including BBC, The Guardian, the New York Times, and USA Today, with broadcast appearances on Bloomberg, BBC, CTV, KRON and CBS.

Show Notes Technology only communicates to a certain level. To reach the depth you need with your end-user, you must engage and educate. —Tony Anscombe, ESET

Sometimes, the very last thing you need to communicate is your product. Do you:

• know your customer well?
• talk about the challenges facing your industry?
• understand the threat landscape?
• connect problems to solutions?

How does the role of brand ambassador or brand evangelist propel you forward? How do you calculate the ROI of a role like this?

Links Discussed on This Episode

• Building a Bridge of Transformation for Your Buyer
• When What You Know Can Kill Your HealthTech Marketing
• The HealthTech CMO's Guide to Building the Ultimate Marketing Team