Cybersecurity Marketing in 2025: Proven Tactics from Top GTM Leaders скачать в хорошем качестве

Cybersecurity Marketing in 2025: Proven Tactics from Top GTM Leaders

On this episode of Security Revenue LIVE, host Taylor Wells brings together cybersecurity marketing leaders Aviv Cohen, Steve Garrison, May Calceta Wong, and Isabel to reveal what’s really working in GTM today—and what’s not. From balancing brand vs. demand to leveraging AI and LLMs for smarter campaigns, the panel shares actionable strategies to: Build trust with live events and personal touchpoints Use AI for efficiency without losing authenticity Align sales and marketing for shared revenue goals Shift messaging from features to business outcomes Create memorable, low-cost brand moments that cut through noise Whether you lead marketing in a lean startup or a mature enterprise, you’ll gain practical ideas to stand out, earn leadership buy-in, and accelerate your GTM motion in 2025. 00:00 – Welcome and introductions Taylor introduces the Security Revenue LIVE panel and explains the session’s focus on marketing leadership within cybersecurity. 01:00 – Panel introductions Meet Steve (Stellar Cyber), May (Jericho Security), Aviv (Pantera), and Isabel (Cyber Canon). 03:28 – The impact of AI and LLMs on cybersecurity marketing Panelists discuss how their approach and mindset have shifted over the past year in light of rapid AI advancements. 05:15 – Demand generation beyond the MQL May discusses the shift from tracking leads to focusing on revenue impact throughout the funnel. 06:02 – Driving operational efficiency with Gen AI & data hygiene Steve shares how Gen AI has improved email campaigns, and the team discusses the critical role of data quality. 10:02 – Risk outcomes & ROI: What CISOs care about now Isabel highlights the shift in buyer priorities toward risk management, data insights, and outcomes. 11:43 – Bridging AI with relationship-building and demand The group discusses tying AI-driven tactics to real-world relationship-building and meeting current buyer needs. 12:37 – Cutting through commoditization: Trust, events, and the importance of ICP Steve talks about messaging, Persona identification, and standing out against competitors. 14:09 – Marketing fundamentals in an AI world Isabel and the panel stress a return to marketing basics—knowing your buyer, their pain, and where to reach them. 15:03 – Building brand through memorable in-person experiences May, Steve, and Isabel share examples of impactful live events and creative swag. 16:35 – Branding vs Gen AI: Protecting the human experience The panel explores how relying too much on AI can damage brand experience and why human connection still matters. 18:47 – Brand vs. Demand Gen: Short-term vs. long-term A deep dive on how to balance brand awareness with demand generation—especially for startups with limited budgets. 21:18 – Creative brand plays on a startup budget Aviv and Isabel discuss original campaigns, like children’s books and Super Bowl hacks, that drive awareness with limited resources. 24:12 – Measuring and justifying brand investments Steve shares how to win executive buy-in and track the ROI of branding, even with tight leadership expectations. 27:20 – Fostering creativity & carving out time for innovation Panelists discuss how to find the space for creative marketing ideas alongside day-to-day demands. 30:33 – Managing leadership expectations and education Practical tips for educating leadership, communicating progress, and securing patience for long-term plays. 33:17 – Assigning value to meetings and aligning on outcomes Aviv explains how to justify marketing efforts by quantifying the value of CISO meetings. 35:06 – Sales-marketing alignment: Breaking down silos for real GTM momentum Isabel and the panel talk about building trust, working as one team, and the myth of marketing vs sales quotas. 38:24 – Cross-functional go-to-market collaboration Taylor guides final takeaways on how to practically partner across marketing, sales, SDR, and customer success. 39:57 – Final thoughts & wrapping up Each panelist shares one closing tip for security marketers, emphasizing communication, alignment, and creativity. 42:56 – Outro and thank you Taylor thanks the guests and audience, closes the session, and reminds viewers about future episodes.