Episode 39: Behind the Scenes with Justine Benjamin: Marketing in Tech

1. Introduction Summary

The episode begins with the host, Den Jones, introducing the podcast "9 0 9 Exec" as a source of wit and wisdom in cybersecurity.

Den highlights his role as a veteran chief security officer and mentions that he brings unique guests and insights to the show. In this episode, Den welcomes Justine Benjamin, also known as JB or Jojo, who is the Chief Marketing Officer at Hex-Rays.

2. Guest Highlights

Background:

Justine Benjamin, often referred to as JB, is the Chief Marketing Officer at Hex-Rays, a company based in Belgium, though she works remotely from San Jose, California. She has a long history in advertising technology and recently transitioned into cybersecurity.

Key Contributions:

Justine discusses her role in marketing Hex-Rays' niche cybersecurity products, particularly their binary analysis tools. She emphasizes her focus on community marketing and product marketing, engaging with both enterprise clients and individual power users.

3. Main Topics Covered

Hex-Rays and Its Products:

Justine explains Hex-Rays' focus on creating binary analysis tools used for ethical hacking and reverse engineering. The company has a rich history and is well-known in the cybersecurity community.

Marketing Strategies:

Justine shares her experiences in marketing within the cybersecurity space, highlighting the differences between B2B and B2C marketing. She discusses the effectiveness of platforms like Reddit and Twitter for reaching different audiences.

Career Journey and Advice:

Justine talks about her career path from wanting to be a teacher to becoming a marketing leader. She offers advice for those entering the marketing field, emphasizing the importance of asking questions and being open to learning.

Work-Life Balance:

The conversation touches on managing work-life balance, especially as a mother and a professional. Justine shares her strategies for staying sane and productive.

Impact of AI on Marketing:

Justine discusses how AI is currently being used in marketing, particularly in automating tasks and generating initial drafts for content, while emphasizing the continued need for human oversight and creativity.

Advice for Women in Tech:

Justine provides insights for women working in technology, encouraging them to ask questions and be open to diverse mentorship opportunities.