During this episode of Tech Qualified, Tristan Pelligrino and Justin Brown chat with Deb Julius, the Senior Director of Marketing at CBI. CBI manages IT risk and ensures a company’s data is secure, compliant, and available. The company helps defend and secure networks and endpoints; tests and monitors areas of operational risk; and protects your data. Throughout the episode, Deb discusses her background in B2B tech marketing, how she transitioned into cybersecurity and how she’s pivoting marketing efforts during the coronavirus pandemic.

Episode Highlights:

• Deb starts the podcast by discussing some of her past work experiences, specifically within the B2B tech marketing space
• Deb outlines the various ideal customer profiles of CBI, which mostly consist of C-suite individuals in mid-market organizations
• Deb mentions how CBI was very focused on content before the pandemic and now content is an even bigger focus within the current situation
• One of the big objectives with the content initiatives at CBI is around getting connected with the prospects as early as possible within the buying cycle
• Within CBI’s marketing automation platform, one of the main focus areas they have developed includes a lead scoring system
• The company’s lead scoring system is a big determining factor as to whether or not sales gets involved with a lead
• As a marketer, Deb is highly involved with the sales team...she’s included on the sales email alias and attends all of the company’s sales meetings
• CBI has a big focus on integrated marketing and ensuring any content that is created can be integrated into several different channels
• Education is a major focus with all of the content the organization produces and often most of the marketing pieces start off as an article and then are built into other assets from there
• Deb ensures that marketing content is not just “one and done” and webinars or other content becomes repurposed and positioned in other ways

Key Points:

1. CBI’s lead scoring system evaluates the engagement of prospects through a variety of difficult digital channels.
2. CBI has had to shift from a lot of the in-person dinners and events...however, marketing has found that prospects still want to network and engage.
3. Right now, you have to be 100% authentic and you can not come across as opportunistic in any marketing messages.

This episode is produced by New North. New North is a strategic B2B marketing agency specializing in working with tech companies. Going beyond conventional tactics, we craft a personalized marketing strategy, conduct research, lay a solid foundation, execute dynamic campaigns, and continuously refine our approach through analysis.

With New North, your small, scrappy marketing team transforms into a powerful growth engine, achieving your goals with less pressure and more precision.