Breaking Through in Cybersecurity Marketing

In this episode of Breaking Through in Cybersecurity Marketing, Gianna and Maria are joined by CEO and founder of InterQ Research, Joanna Jones. Joanna does a deep dive into the qualitative market research process, why focused market research can take product and services marketing to the next level, and how to leverage your product team to help drive company support buy-in. Lastly, Joanna gives a crash course on focus groups and what you need to get started. 

Key takeaways:

00.34  Bio

03:13  The qualitative research process

05:19  Participant sourcing and engagement

08:00  Will there be food?! - Gianna has to know!

08:48  Remote focus groups 

10:03  Qualitative Vs. Quantitative research

12:20  Company support buy-in

15:54  Is there an ideal time?

18:23  Focused driven research

21:15  Focus groups 101

25:21  Stay in touch with Joanna!

Stay in touch with Joanna Jones on Twitter and LinkedIn, and at InterQ

Connect with Gianna on LinkedIn 

Connect with Maria on LinkedIn 

Follow the Cybersecurity Marketing Society on Twitter or learn more at the Cybersecurity Marketing Society website

Check out Hacker Valley Media and Breaking Through in Cybersecurity Marketing Podcast

In the first episode of Breaking Through In Cybersecurity Marketing, Gianna and Maria are joined by JupiterOne’s self proclaimed “accidental CMO,” Tyler Shields. Tyler shares his three step approach for building out marketing programs at startups, how to establish company culture remotely, setting realistic expectations with internal stakeholders when building community at companies, and why your company is in need of a “talking head.” Lastly, Tyler spills the beans on the true mastermind behind his Yeti swag and the current marketing models and platforms he’s engaging in.  

Key takeaways:

00:40  Bio

02:10  Tyler’s 3 step approach for startup marketing

06:39  Remote working - communication is key!

09:54  Trust building and authentic leadership 

11:06  Establishing company culture remotely

13:43  Accountability and teamwork 

15:35  What’s in store for JupiterOne in 2022?!

18:18  Building community - foundation first  

22:54  Setting realistic expectations 

24:28  Spokespeople and “talking heads”

27:03  Favorite swag and the true Yeti mastermind

31:35  Product-led growth and establishing value

34:10  Social media, podcasting, and modern marketing models

35:41  Platforms - Youtube, Shopify, Slack, and the whole gambit!

39:01  Stay in touch with Tyler

See photos of Tyler’s favorite swag, a list of the tools mentioned on this episode, and get the episode transcript here 

Stay in touch with Tyler on Twitter and LinkedIn, and JupiterOne

Connect with Gianna on LinkedIn 

Connect with Maria on LinkedIn 

Follow the Cybersecurity Marketing Society on Twitter or learn more at the Cybersecurity Marketing Society website

Check out more from Hacker Valley Media and Breaking Through in Cybersecurity Marketing Podcast

A sneak peek on what to expect from Gianna and Maria on cybersecurity marketing!