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.
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.
Innovative Media Strategies for Engagement
The podcast emphasizes the power of creating a media brand as a strategic approach to elevate trust and engagement. The guest discusses the formation of 'The Record,' a media property at Recorded Future, which served to provide consistent news coverage in the cybersecurity field. They transitioned from traditional PR to a publishing model, allowing them to tell their stories more effectively by hiring skilled reporters who could deliver timely and relevant content. This strategy not only enhanced their credibility but also created a platform through which they could communicate vital industry insights, positioning the brand at the forefront of its market.
Selling Big Ideas Internally
Successfully pitching large initiatives to leadership requires a deep understanding of the audience’s perspective, and this was a major focus in the podcast. The guest shares insights on aligning their innovative media project with the interests of their CEO, who was a fan of Bloomberg's model. By framing their media initiative as a means to build trust rather than solely a marketing investment, they were able to secure buy-in from the leadership team. This approach demonstrates the importance of articulating how significant projects can directly relate to broader business goals, thereby mitigating resistance to new ideas.
Navigating the Challenges of a Start-Up Environment
Transitioning from a large organization to a start-up presents unique challenges, particularly for a marketing leader. The podcast discusses how the guest faced hurdles in executing fundamental marketing tasks and adapting to a more hands-on role after managing teams in a larger company setting. They reflect on the necessity of quickly adjusting to a fast-paced, engineering-driven culture at Incident.io that emphasizes daily execution and immediate contributions. This experience highlights the importance of agility and a willingness to learn from hands-on involvement, which can be crucial for success in a dynamic start-up environment.
2025 is the year to nail signal-based selling. If you’re sweating about it…don’t. This convo will get your gears turning.
In this engaging episode of The Proof Point, host Mark Huber sits down with Tom Wentworth, former CMO of Recorded Future and current CMO at Incident.io, to explore what it takes to build trust and execute bold marketing strategies in the competitive B2B landscape.
Tom shares how he launched The Record, a trusted cybersecurity news brand at Recorded Future, by aligning leadership on bold ideas and hiring top talent like NPR’s Dina Temple-Raston.
He also breaks down how to sell big ideas to the C-suite, scale media initiatives, and adapt to hands-on marketing in a Series A startup. Plus, Tom highlights tools shaping 2025, including signal-based selling and platforms like Clay and Common Room.
What You’ll Get:
The blueprint for building a media brand that drives trust and engagement
How to align executive leadership and secure buy-in for bold initiatives
The power of hiring experienced journalists for B2B marketing success
Lessons learned from scaling marketing teams and operations
The role of signals and tools like Clay in modern demand generation
Things to listen for:
(00:00) Mark’s intro and why trust is the cornerstone of B2B marketing in 2025
(01:06) Tom’s unforgettable Austin mosh pit story
(03:05) The genesis of The Record and building a media empire
(05:15) How Tom sold the vision of The Record to Recorded Future’s leadership
(07:45) Behind-the-scenes of creating a top-ranked tech podcast
(14:03) Why every company isn’t cut out to be a media company
(18:42) Transitioning to a Series A startup and the challenges of hands-on marketing
(22:09) Tools like Notion, Clay, and Common Room that are shaping Tom’s strategy
(27:10) Why automation and great data are critical for scaling go-to-market efforts