Cybersecurity Ecosystem Show

Cybersecurity Ecosystem Show

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Cybersecurity Ecosystem Show episodes

  • B2B Marketing: Growing Efficiently To $10mm & Beyond

    (this is a recording from a live event from June 2023)

    Getting new B2B customers in 2023 is tough. Consider these stats:

    - 85% of buyer's journey happens before they talk to sales (Forester)

    - 95% of your target market isn't in market (Forester)

    - Customers see 5000+ ads daily (Forbes)

    But don't lose hope! Listen to a recording of a recent webinar I did on all things B2B marketing.


    Learn how to efficiently grow to $10mm ARR and beyond. Gain insights from my decade of B2B marketing experience; failures included.

    Topics covered:

    - Selfless Advantage mindset

    - Position yourself as the obvious choice

    - Fundamentals of generating opportunities (Partnerships, Customers, Outbound, Paid Media, and Content)


    1 hr 1 min
  • Building B2B Products Customers Love

    We talk a lot about go-to-market strategies in marketing, sales, and customer success on this show.

    But all of that wouldn't work if we don't have a great products that customers love.

    Great marketing/sales/CS can't save a bad product.

    Dr. Else van der Berg and I discuss in this week's show how to build a B2B products or services that customers LOVE.


    Couple of take aways for me:


    • Marketing/sales can’t save a bad product
    • Competitive differentiation is not a marketing only problem
    • Validate your assumptions around your ideal customer profile, etc
    • It’s counterintuitive to validate & we have to work hard to counteract this
      • 30 min
    • How To Win More With An Outward Mindset

      This is probably my favorite topic we've done on the GTM.news show (sorry to the rest of my guests 😅)


      Because marketing and sales can be the most self-focused & inward departments in an organization:


      "My leads" - "My quota" - "Our revenue"


      Not only can this mindset suck the life out of you as a practitioner but the mindset DOESN'T WORK to actually drive impact for customers and your organizations.


      This is why an Outward Mindset is so important.


      Watch/listen to my conversation with Aaron Hill, SVP Growth Strategy at the Arbinger Institute.


      Couple of takeaways:

      • Don't weaponize empathy: This is what psychopaths and expert criminals do. They use the super power of empathy to manipulate people. You will suck your soul dry of joy in your work and also not succeed long-term.


        • Inward mindset is very counter-productive: If you are focused on your goals and objectives, you will miss the mark for how to serve and impact others. Customers are savvy and can smell this approach a mile away and you won't build rapport or trust with your ideal customer.


          • Make your success their success: It seems simple but to true win for the customer and the organization, it has to win for everyone. This is the great balance we should all strive to achieve.


            • 22 min
          • Demand Generation: Exceed Buyer’s Expectations & Drive More Revenue

            No one likes to be "nurtured" or in a "sales process"

            Buyers have way more control of their buying experience now and according to Forester 85% of the buyers journey happens before a buyer ever talks to sales person. 🤯

            This is why demand generation is so important.

            It focuses on the entire buyers journey and how you can optimize it to drive better experiences for your buyers and more revenue for your company. Let's agree that generating crummy leads for sales isn't working the greatest.

            In this conversation with Graceanne & Liam from Storybook, we unpack what is demand generation, how is it different from lead generation, and so much more.



            Key take aways:

            1️⃣ What is demand generation: it's a go-to-market strategy to move people towards considering you as a solution. It's about reaching your audience where they are, delivering a strategic message through your content, and then providing a really low friction way for them to enter into a sales conversation with you when they're ready.

            2️⃣ Brand awareness is not a destination, there is a “Demand Curve’ to it - What does good brand awareness look like? A lot of organic inbound requests.

            3️⃣ Breaking down your marketing: On-ramps and off-ramps. On-ramps: how do you reach your audience (where are they spending their time) and off-ramps: how they actually entering a sales conversation.

            4️⃣ We’ve made lead generation & demand generation way more complicated than it has to be because of misaligned incentives (marketing is focused on generating leads and not qualified pipeline) and we’ve built these crazy tech stacks that aren't always helpful.

            Listen to the whole conversation HERE

            ---
            Until next week,

            Taylor

            P.s. Know of anyone that might find this show helpful? Pass it along!

            43 min
          • How To Create A Simple B2B Marketing System In 2023

            In this conversation we cover topics of how to systemize your B2B go-to-market and marketing through simple frameworks, processes and more. Get your organization pointing int the same direction to maximize efficiencies and accomplish your business objectives.

            Peter Mahoney is the co-author of "The Next CMO: A Guide to Operational Marketing Excellence" and is a self-described marketing nerd.

            29 min
          • Webinars Done Right In 2023

            Just saying the "webinar" puts a bad taste in my mouth. They are usually either too salesy or too boring. But, done right can be a phenomenal way to build relationships at scale with your ideal customers and drive new revenue. Kris Sharma shares his strategy and formula for creating a truly helpful webinar for the audience. He also shares how to drive low cost registrations through a unique outbound strategies and much more.


            32 min
          • Unit Economics: Growth At The Right Costs

            Especially in the venture-backed B2B SaaS world, "growth at all costs" was the norm for awhile.


            Things have changed and that's why unit economics is so important for every person on your team to understand & help to optimize.


            Sam Jacobs opens up the spreadsheet and shares how you can grow at the RIGHT costs and ensure your business doesn't fail.


            WARNING: Buckle up as this conversation is not for the faint of heart but it's important for every person on your team to understand. You'll get a math lesson in business & go-to-market financial fundamentals.


            P.s. for aspiring go-to-market leaders, master this spreadsheet and you'll have a shot at the executive table. If you don't, you'll run the risk of becoming a commodity.

            28 min
          • Silos, Competition & Customer Experience: A Holistic Vision for Go-To-Market Strategies

            On this episode with Julia Nimchinski, the conversation revolves around the future of go-to-market strategies and the role of technology in automating tactics. Julia Nimchinski shares the upcoming release of a new concept from Hype Cycle that expands the T-shaped marketer framework. We also delve into the importance of creating a great customer experience, siloed departments, and the use of AI in the go-to-market space.

            Additionally, the podcast explores the concept of unifying all departments and encouraging cross-training to provide a holistic vision. Finally, the guest shares their insights on how companies can align their business objectives with customer experience.
            [00:06:31] Book necessary for legal documentation of ideas for building a B2B community; based on author's successful marketing frameworks.
            [00:07:55] The book is focused on the importance of going to market in B2B and is based on the author's decade of marketing experience.
            [00:10:05] Go-to-market for B2B is more than just marketing and sales, it's about creating a better customer experience. The two ways to achieve this are by creating a superior product and competitive pricing. B2B companies need to constantly adapt to market conditions, and should focus on more active approaches to marketing instead of just events.
            [00:14:08] Procter and Gamble introduced cross-functional brand management in 1931. BTC allows for more creativity and collaboration, while B2B can be siloed. Hype Cycle was created to address this.
            [00:16:51] Understand the essence of go-to-market and separate it from marketing jargon. They created a community for go-to-market movement, relating to Japanese philosopher Kinichiome's framework of three foundational stones: customers, corporation, and competitors. Unify every department of go-to-market through cross-training and holistic vision. Every person responsible for go-to-market is important in creating the customer experience. Frameworks and innovations in the industry come from historical foundations.
            [00:22:28] Customer experience depends on understanding company mission and vision, starting with conversations with the CEO. Examples like Nike, Airbnb, and Apple demonstrate the importance of a clear vision beyond just making money.
            [00:24:45] Founders have a reason for starting a company but it may not align with creating a great customer experience if the goal is just to go public and exit.
            [00:26:20] New platform for go to market skill training launching soon with a focus on practical knowledge and individual needs, not general information.
            [00:29:07] Automated tactics from Chat GPT will make the go-to-market space more strategic and require cross-training in various fields, including customer success, finance, and marketing. The Hype Cycle concept will expand on the T-shaped marketer framework to show effective methodologies. Leading figures will participate in the series to excite and bring this to the masses.
            [00:33:27] Follow on LinkedIn, participate in Hype Cycle, access free recordings with top coaches, join interactive Slack channel with industry experts.

            29 min
          • Finding the Right B2B Marketing Agency

            Daniel Weiner is the Founder of You Should Talk To and has been helping B2B organizations find the right marketing agencies & freelancers.


            He shares insightful ideas around what you should look for when searching for an agency, what questions to ask yourself, and how can agencies differentiate themselves.



            30 min
          • B2B Marketing: Spam Proof Your Advertising

            B2B marketing is changing fast. Dennis Yu is known for his Dollar A Day ad strategy and other strategies that are still effective to this day. In our conversation, he shares his wealth of experiences across B2C and B2B digital marketing. From leveraging TikTok in the B2B space to how to create powerful derivative content, Dennis lays it all out for how to maximize your marketing dollars.



            34 min

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