Hear us out. A children’s book, a novella, a fictional crime podcast, but make them B2B.

Because B2B marketing doesn’t have to be a webinar, a blog post, an email newsletter… Every B2B company does those. Today we’re challenging you to rise above the noise and make radically different content.

In this episode, we’re learning from a company that has created B2B content as all three: children’s book, novella, and fictional crime podcast. That company is Tenable. We’re chatting with their CMO and Chief of Staff, Jérôme Robert, about the art of creating fictional content that feels realistic, lived in, and resonates with your audience while also improving brand affinity. So grab a coffee from your local barista, tip well, and settle in for this episode of Remarkable.

About our guest, Jérôme Robert

Jérôme Robert is CMO and Chief of Staff at Tenable. He previously served as Managing Director of Alsid’s U.S. operations. His responsibilities included enabling users to harden their Active Directory and detect attacks. and supporting PSG. Prior to Alsid, he served as SVP of Product and Marketing at EclecticIQ. He has also worked at companies like Orange Cyberdefense and Arkoon Netasq.

About Tenable

Tenable® is the Exposure Management company. Approximately 40,000 organizations around the globe rely on Tenable to understand and reduce cyber risk. As the creator of Nessus®, Tenable extended its expertise in vulnerabilities to deliver the world’s first platform to see and secure any digital asset on any computing platform. Tenable customers include approximately 60 percent of the Fortune 500, approximately 40 percent of the Global 2000, and large government agencies

About The Hacker Chronicles

The Hacker Chronicles is a podcast about a barista named Alice who’s struggling to make ends meet, and that’s when a friend suggests buying a Ransomware-as-a-Service kit. So she starts exploring the Dark Web as a way to make some extra cash and ends up becoming America’s most wanted hacker. It’s now in its second season, “Digital Nomad”. It stars Chloe Taylor as Alice Mitnick and Michael C. Hall as John Doe. And it’s presented by Tenable.

What B2B Companies Can Learn From The Hacker Chronicles:

Create marketing content in a non-marketing genre. Like a children’s book, like a fiction podcast. Because not only will you appeal to marketers, you’ll tap into a much broader audience who enjoys the story. Ian says, “What I heard a ton of when we launched season one was, ‘I don't normally listen to podcasts like this, but I binged it with my girlfriend,’ or, ‘I listened to the entire thing in the car.’ We talked a lot about, ‘How do we make it bingeable?’
Ground your fictional characters in a real world. Make your content resonate with your audience by creating hyper realistic scenarios. Accuracy in the details is key. Ian says in creating the storyline, “The characters had to experience the world in a certain way in order for it to feel real. Like, they need to have real stakes. They need to have real relationships. They need to have real pressures.” And Jérôme adds that, “When you see a movie and there's a supposed hacker, but you see their screen and it's a dumb script that they are running that has nothing to do with cyber security, when a cyber security person watches this movie, we're like, ‘This is awful. I can't stand it.’ That's exactly what I didn't want. So everything [the main character Alice] does has been thought through and is realistic.” The Hacker Chronicles is based on a lot of real hacks, and so anyone in the cybersecurity industry would believe it.
Get rid of ads. Try entertainment instead. Jerome says, “Everybody believes that the opportunity for ads is shrinking dramatically. People don't like interruptions. You have to provide something that is enjoyable. That rewards your audience.” And he said after bringing this up, his team no longer got pushback from the leadership on updating their marketing strategy.

Quotes

“Tenable was one of the founders of cybersecurity as an industry. And there's a lot of good things that come with that heritage. But there's also the tendency to not try new stuff from a marketing perspective. And there were people at the company when we joined that had an innate desire to challenge that.” - Jérôme Robert

“You have to be self-critical about what you're doing all the time. It's not easy, I think, from a brain gymnastics standpoint. It involved a lot of effort, but it's very rewarding. You're very happy when you end up with something that you think cannot be attacked, cannot be challenged. I mean, yeah, they could say they don't like it, but they can't say it's wrong. You have the eureka moment when you think, ‘Yeah, we got it.’ It's very cool.” - Jérôme Robert

*”You do something that is fundamentally different from the rest of the industry, you are going to stand out. Which is, as marketers, what we're looking for. But as a company that is managing their risk doing something that makes the company stand out creates mixed feelings. They think, ‘If the outcomes are not what we hoped for it's a huge risk, it could backfire, and you don't have any ROI to put in front of it, so, no, I'm not going to do it.’ There’s too much risk in being different, somehow. And I think that's totally overstated. I think, notably in an industry where the marketing practices are very mature and very identical from one company to another, there's very, very little downside in standing out, in doing something that is entirely different.” - Jérôme Robert

Time Stamps

[0:55] Meet Jérôme Robert, CMO & Chief of Staff at Tenable

[1:57] What does Jérôme do at Tenable?

[5:45] What is The Hacker Chronicles?

[11:26] About the inspiration behind The Hacker Chronicles

[17:17] The importance of realism in a fictional piece of content

[19:39] How scary is it to make a primer on hacking as a cybersecurity company?

[35:30] How do you prove the ROI of content?

[40:02] Why does Jérôme have a long-term approach to content like a podcast?

[44:40] How does Jérôme tie the podcast back to Tenable customers?

Links

Listen to The Hacker Chronicles

Connect with Jérôme on LinkedIn

Learn more about Tenable

About Remarkable!

Remarkable! is created by the team at Caspian Studios, the premier B2B Podcast-as-a-Service company. Caspian creates both non-fiction and fiction series for B2B companies. If you want a fiction series check out our new offering - The Business Thriller - Hollywood style storytelling for B2B. Learn more at CaspianStudios.com.

In today’s episode, you heard from Ian Faison (CEO of Caspian Studios) and Meredith Gooderham (Senior Producer). Remarkable was produced this week by Jess Avellino, mixed by Scott Goodrich, and our theme song is “Solomon” by FALAK.

Create something remarkable. Rise above the noise.

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