Breaking Through in Cybersecurity Marketing

From ‘Meh’ to Mastery: Steve Piper on ABM Strategies that Work.

Nov 6, 2024

In this discussion, Steve Piper, CEO of CyberEdge Group, shares his expertise in cybersecurity marketing. He reveals strategies for building a perfect target account list and the magic of message mapping. Steve tackles the challenges of account-based marketing (ABM) and emphasizes the need for tailored content for specific segments. He also highlights the importance of nurturing leads and gives five actionable tips to supercharge your ABM efforts. Plus, he discusses the power of multi-channel engagement, including webinars and content syndication.

Ask episode

Chapters

Transcript

Episode notes

Intro

00:00 • 4min

Mastering Account-Based Marketing Strategies

03:58 • 16min

Mastering Marketing Strategies

19:52 • 11min

Imagining Alternative Career Paths: A Fun Exploration

30:36 • 6min

Wrapping Up Insights and Promoting Cyber Marketing Con

36:31 • 2min

Episode Summary:

Are you looking for an edge in cybersecurity marketing? Steve Piper, CEO of CyberEdge Group, is here to help! As the head of the largest research and marketing firm dedicated to cybersecurity, Steve knows the art and science of turning leads into wins. In this episode, he’s spilling secrets on building the perfect target account list, the magic of message mapping, and what many marketers get wrong about content syndication (spoiler: it’s way easier than you think). Steve shares strategies on target account lists, segmentation, content alignment, and multi-channel engagement. Discover differences between “one-touch” and “nurtured” leads, why content syndication matters, and five ways to supercharge your ABM program.

Key Highlights:

[02:00] - Intro to CyberEdge Group: How Steve Piper grew CyberEdge into a leader in cybersecurity marketing with 50+ services.

[06:50] - Why ABM Is Challenging: Common ABM struggles, from nurturing expectations to the complexity of multi-stakeholder targeting.

[10:20] - Five Ways to Supercharge ABM: Steve’s expert tips, starting with target account list optimization.

[15:00] - Content Strategy for ABM: Using message maps and segment-specific content to drive engagement.

[18:45] - Channel Mix & Experimentation: How CyberEdge uses webinars, content syndication, and multi-touch nurturing in ABM.

[22:30] - Nurturing "One-Touch" Leads: The importance of qualifying leads and when to contact sales-ready leads.

Links and Resources Mentioned:

CyberEdge Group – Learn more about CyberEdge's services for cybersecurity marketers.

Join us at Cyber MarketingCon2024!

(December 8-11, 2024) – A Conference for Cybersecurity Marketers

If you’re serious about leveling up your marketing game in the cybersecurity industry, CyberMarketingCon is a must-attend! Connect with top minds in the field, learn cutting-edge strategies, and swap ideas with fellow marketers who understand the unique challenges of our industry. The event is happening in Philadelphia, but you can join virtually. Don’t wait—get your ticket before prices go up! Grab Your Ticket Here!

Be sure also to follow our hosts on LinkedIn:

👉Gianna Whitver

👉Maria Velasquez

Thank you for tuning in to another episode of Breaking Through in Cybersecurity Marketing. You can join the Cybersecurity Marketing Society on our website, main LinkedIn page, or podcast LinkedIn page, and keep up with us on Twitter.

See you in the next episode!