In this episode of the Tech Qualified podcast, host Tristan Pelligrino interviews Moni Oloyede, a Marketing Operations Manager at Fidelis Cybersecurity. Moni has a strong background in Marketing Technology Software such as Eloqua and Marketo, as well as the majority of other current marketing automation tools. 

Episode Highlights: 

• Introduction to Moni and her background
• What is the smartest decision you’ve ever made as a professional?
• Moni’s role in the cyber security company and who they target
• Going after B2B companies - how do you target them? 
• What does a typical sales cycle look like
• How do you develop a strategy for your ideal customer
• How do you line up content
• Qualifying leads between marketing and sales
• How does your team determine what content to produce
• Do you predetermine the format of content?
• Video and events - event marketing
• How do ideas come about?
• Why is thought leadership important in cybersecurity?
• Do you have a process to get information from experts
• What is your repurposing process?
• How has the B2B customer evolved?
• What are your thoughts on Marketo?
• If your marketing team had to just pick one technology, what would it be?
• What has been the single most valuable piece of content in your customer journey so far?
• 2 minute demo piece - how is it put together?
• What’s your favorite resource?

3 Key Points:

• Create content that is valuable and not gated, more lower funnel content
• Change your marketing strategy if it’s not working
• Use experts preferences to create content that they’re suited to

 

Tweetable Quotes:

 

• “The director or the business owner on the ground understands the pain points of someone that is using the platform… from a marketing standpoint, they’re our sweet spot” - Moni
• “We found that when we go to tradeshows and show people what our software can do, that’s when people are hooked” - Moni Oloyede
• “If you do have that valuable information up front, you’re building that rapport, and folks will come and check you out when they’re ready” - Interviewer
• “If the definitions that you have aren’t working from a marketing standpoint, change them” - Moni Oloyede
• “We have a list of our executives and what they’re willing to do… they have preferences of what they’d like to do in terms of content- we let them choose their poison and go from there” - Moni Oloyede
• “The B2B customer is savvier now than ever… they know all the tricks” - Moni Oloyede

Resources Mentioned:

• Fidelis Cybersecurity
• Eloqua
• Marketo
• Funnel - What funnel? Linkedin article
• Wordpress
• Meetup - DC marketing tech talks (Nov 5th)
• Tristan Pellegrino Linkedin | Twitter