Defense in Depth When Cybersecurity Marketing Fails to Reach the Buyer
Jan 29, 2026
Tom Doughty, CISO at Generate:Biomedicines with hands-on security architecture experience. The conversation covers why cybersecurity marketing often misses buyers, the 3Ms framework of moment/metric/motion, and the risks of AI and agentic claims. It looks at investor-driven buzzwords, practical use cases that help internal buy-in, and why clear, concrete messaging matters.
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Episode notes
Focus On Problem, Not Buzzwords
- Buyers only care about the problem you solve and whether you solve it well, not buzzwordy features.
- Use the 3Ms (Moment, Metric, Motion) to sharpen product fit and messaging.
Use The 3Ms To Tighten Messaging
- Clarify Moment, Metric, and Motion in your pitch to reduce buyer confusion.
- Sharpen any fuzzy M before marketing to improve product or story alignment.
AI As A Multiplier, Not The Goal
- AI and agentic features are multipliers, not objectives; they should reduce complexity or move detection earlier.
- Many products add LLMs without clear connective tissue to drive real security outcomes.