The Proof Point
How to build signal-based marketing plays
Mar 19, 2025
In this engaging discussion, Tom Wentworth, the former CMO of Recorded Future and current CMO at Incident.io, shares his insights on building trust in B2B marketing. He recounts the creation of 'The Record', emphasizing the need for executive buy-in and hiring skilled journalists for credibility. Tom explores the vital role of signal-based selling for future success and highlights tools like Clay and Common Room for enhancing engagement. He also shares strategies for aligning marketing and sales for impactful results.
28:52
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Quick takeaways
- Building trust in B2B marketing, especially in cybersecurity, requires transparency and reliable messaging rather than aggressive sales tactics.
- Creating a media brand like 'The Record' enhances credibility and engagement by leveraging skilled reporters to deliver timely industry insights.
Deep dives
Building Trust in B2B Marketing
In the current landscape, B2B marketers must prioritize building trust with their audience, particularly in the highly scrutinized cybersecurity industry. The podcast highlights a shift from traditional marketing strategies to approaches that foster genuine relationships, leveraging trusted content to engage and inform customers. Trust is not merely about product promotion; it’s about establishing credibility through consistent, reliable messaging that stakeholders can depend on. This paradigm shift necessitates that marketers rethink their strategies to focus on transparency and value rather than aggressive sales tactics.
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