47. We Should Celebrate the Worst in Cybersecurity Sales and Marketing! [Hold Our Beers.]

In this episode of WTFDIJR, Chris, Dani, and Maria are uncovering: The challenges in accessing customer insights for marketing, strategies for effective sales discovery, and the importance of collaboration between sales and marketing teams. They highlight the need for a strategic approach in customer engagement and internal collaboration to ensure the creation of effective marketing content and efficient sales processes. Key Takeaways: Accessing Customer Insights: A major challenge for marketers is gaining access to customers post-sale to gather insights. This is crucial for creating relevant and resonant content. Sales teams sometimes hesitate to facilitate this access, fearing overburdening the customer. Effective Sales Discovery: For sales professionals, effective discovery is key. This involves understanding customer needs and aligning them with product offerings. Marketers can assist by providing sales teams with the right questions to extract valuable insights during the discovery process. Collaboration Between Sales and Marketing: The importance of collaboration and open communication between sales and marketing cannot be overstated. Sales teams need to understand the value of marketing’s role in creating content that resonates with customers and drives demand. Realistic Expectations with Customers: Setting realistic expectations with customers, especially those who aren’t advocates, is essential. It's about understanding the customer's willingness to engage in post-sales activities like case studies or feedback sessions. Handling Rejections for Customer Access: When faced with rejection from sales teams to access customers, it’s important to communicate the necessity of customer insights for content creation and to explore alternative ways to gather this information, such as attending industry events. Horror Experiences with Vendor Requests: Excessive requests from vendors can be overwhelming for customers. A balance needs to be struck in how often and for what purposes customers are approached post-sale. Subscribe to our email list to get notified when a new episode drops: https://wtfdidijustread.com/ Victim of a crappy marketing or sales message? Quickly and easily submit an ineffective email, social media post, website landing page, event message, or digital ad to 📧 [email protected]. We will provide an alternative and better approach live on the show.

In this episode of WTFDIJR, Chris, Dani, and Maria are uncovering: The opportunity for salespeople in Q1 2024. They mention the importance of understanding the specific needs of each company and tailoring the conversation accordingly to remain relevant even when budgets are largely decided. They also discuss the potential for selling SaaS products versus services and the importance of recognizing the maturity level of a company's security program. They also discuss the idea of hosting an annual awards ceremony to recognize the best and worst in the industry. Stay tuned for some hilarious categories and nominations! Subscribe to our email list to get notified when a new episode drops: https://wtfdidijustread.com/ Victim of a crappy marketing or sales message? Quickly and easily submit an ineffective email, social media post, website landing page, event message, or digital ad to 📧 [email protected]. We will provide an alternative and better approach live on the show.

In this episode of WTFDIJR, Chris, Dani, and Maria are uncovering: The top 16(ish) outreach methods that are ineffective when it comes to communicating with security practitioners online and offer tips for improvement.. They also talk about the challenges and nuances of communicating across various departments and stakeholders, including security teams, development teams, boards, etc. The conversation shifts towards understanding the changing dynamics in buyer-seller interactions and the need for authenticity and transparency in sales pitches. Key takeaways: Avoid Common Outreach Mistakes: Sales emails should be concise, relevant, and personalized. Avoid generic, overly promotional, or irrelevant messages. Understand Your Audience: Tailor your communication style and content to suit different audiences, whether it's technical teams, executives, or non-technical staff. Changing Buyer Dynamics: Buyers are now more informed and selective. Sales teams need to recognize this shift and adapt their strategies accordingly. Transparency and Collaboration: Open and honest communication between buyers and sellers leads to more effective partnerships. Sharing key information like budgets and objectives can streamline the process. Selling Your Brand: The importance of personal branding in the tech industry should not be overlooked. Understanding how to effectively present and position oneself can be beneficial in career growth and networking. Continuous Learning: Both tech professionals and sales/marketing teams need to stay updated with industry trends and changes to communicate effectively and offer relevant solutions. Subscribe to our email list to get notified when a new episode drops: https://wtfdidijustread.com/ Victim of a crappy marketing or sales message? Quickly and easily submit an ineffective email, social media post, website landing page, event message, or digital ad to 📧 [email protected]. We will provide an alternative and better approach live on the show.

In this episode of WTFDIJR, Chris, Dani, and Maria are uncovering: The issue of pessimism in the cybersecurity industry. The episode uncovers how professionals often engage in finger-pointing and blaming vendors, management, and cybersecurity practitioners for various industry challenges. The conversation suggests that instead of indulging in the blame game, there should be a focus on constructive solutions, effective communication, and a willingness to collaborate across different sectors. This approach can lead to more productive outcomes and a healthier industry environment. Key takeaways: Impact of Pessimism in the Industry: Dani, Maria and Chris discuss the prevalence of pessimism within the tech industry and explore ways to address and mitigate this mindset. Vendor Relationships and Trust: Maria and Chris discuss the significance of building trust and genuine relationships between vendors and clients, rather than relying solely on aggressive sales tactics. Budget Planning and Purchasing Decisions: Chris shared about how annual budget planning can influence purchasing decisions in companies, underscoring the need for thoughtful planning and resource allocation. Cybersecurity Focus: The episode covers the importance of vendor credibility, the impact of cybersecurity tools on organizational resilience, and the challenges of keeping up with evolving threats. Buyer-Seller Dynamics: Maria and Chris touches on the need for sellers to understand the buyer's perspective, focusing on outcomes and risk management rather than just technical features. Practical Advice for Buyers and Sellers: The episode ties in practical advice for both buyers and sellers in the tech industry, emphasizing communication, understanding customer needs, and the importance of a balanced approach to technology adoption and implementation. Subscribe to our email list to get notified when a new episode drops: https://wtfdidijustread.com/ Victim of a crappy marketing or sales message? Quickly and easily submit an ineffective email, social media post, website landing page, event message, or digital ad to 📧 [email protected]. We will provide an alternative and better approach live on the show.

In this episode of WTFDIJR, Chris and Dani are uncovering: Exciting news! Let us introduce our new co-host, Maria Graham! We discuss the impacts of using humor or controversial tactics in sales outreach. Key Takeaways: Importance of Ethical Sales Practices: Using deceptive practices like local number spoofing or misleading emails can erode trust and damage a brand's reputation. Using Humor in Sales Outreach: The episode highlights the fine line in using humor for sales outreach. It's crucial to understand the audience and industry nuances. In cybersecurity, using humor requires careful consideration and should be avoided in cold outreach. Personal relationships and context matter when employing humor. Discussion on a Controversial Marketing Tactic: Dani, Chris, Maria and Clark Barron critique a marketing strategy by Lavender, involving hypothetical cold outreach emails that appeared insensitive and unprofessional. The response from Lavender to the criticism was also discussed, highlighting the need for professional and respectful communication. Impact on Upcoming Sales Professionals: The episode stresses how such negative examples can mislead new entrants in the field, setting a poor standard for them to follow. Call for Responsible Marketing: Dani, Chris and Maria call on companies to vet their strategies and understand the impact of their messaging on the audience. It's important for companies to realize their social media presence and content reflect on their corporate culture and values. Subscribe to our email list to get notified when a new episode drops: https://wtfdidijustread.com/ Victim of a crappy marketing or sales message? Quickly and easily submit an ineffective email, social media post, website landing page, event message, or digital ad to 📧 [email protected]. We will provide an alternative and better approach live on the show.

In this episode of WTFDIJR, Chris and Dani are uncovering: Cultural diversity and effective strategies for engaging with CISOs and other decision-makers in the industry. Key Takeaways: Cultural Sensitivity and Respect: The episode highlights the importance of respecting different cultures and environments, especially when attending international conferences like Black Hat MEA. It underscores how dress codes and professional behavior can level the playing field and foster respect among participants. Reading the Room and Building Relationships: Both Chris and Daniel stress the need to understand the person behind the professional title. They discuss strategies for engaging in meaningful conversations, rather than focusing solely on sales or business objectives. Unique Approaches to Engagement: Daniel shares his innovative approach, "Fun Song Fridays," which uses humor and creativity to break the monotony of typical sales pitches. This approach demonstrates the importance of effort and context in communication. Navigating Conversations with Decision-Makers: The episode delves into the nuances of communicating with CISOs and other executives. Dani and Chris discuss balancing the need for sales with the importance of building genuine relationships and respecting boundaries. Subscribe to our email list to get notified when a new episode drops: https://wtfdidijustread.com/ Victim of a crappy marketing or sales message? Quickly and easily submit an ineffective email, social media post, website landing page, event message, or digital ad to 📧 [email protected]. We will provide an alternative and better approach live on the show.

In this episode of WTFDIJR, Chris and Dani are uncovering: The power of words, accountability in vendor-client relationships, and navigating social media as professionals. Chris and Dani discuss the importance of authentic engagement, respecting diversity in holiday celebrations, and the challenges of making connections in an increasingly digital world. Key Takeaways: Navigating Holiday Seasons in Professional Settings: The holiday season presents a challenge for sales and marketing professionals in terms of timing and messaging. It’s important to respect the diversity of holiday traditions and not make assumptions about what someone celebrates. Power and Responsibility of Words: Words hold immense power, especially in sales and marketing. Chris emphasizes the need to use words wisely, avoiding absolutes and overpromises. This extends to social media posts and how professionals present themselves online. Accountability in Vendor-Client Relationships: There is often a discrepancy between what is promised by vendors and what is legally covered in terms and conditions. A balance needs to be struck where vendors provide realistic expectations and take responsibility for their products and services, while clients also maintain their end of the agreement. Encouraging Respectful Dialogue: In discussions, especially on contentious topics, it's important to engage respectfully and be open to different perspectives. Digital communication often lacks the nuances of face-to-face interaction, so it’s vital to approach conversations with empathy and understanding. Preconceptions and Biases: Sales and marketing professionals should be aware of their preconceptions and biases when engaging with others. Understanding that titles and roles don’t fully define a person can lead to more meaningful and productive interactions. Subscribe to our email list to get notified when a new episode drops: https://wtfdidijustread.com/ Victim of a crappy marketing or sales message? Quickly and easily submit an ineffective email, social media post, website landing page, event message, or digital ad to 📧 [email protected]. We will provide an alternative and better approach live on the show.

In this episode of WTFDIJR, Chris and Dani are uncovering: The negative impact of unsolicited calls, especially at inappropriate times (like a 7AM call to a personal number), how they are intrusive and can lead to negative perceptions of the company. Chris and Dani suggest in the episode that researching and understanding the potential client's preferred communication channels and time zones is essential for effective and respectful outreach. Key Takeaways: Ethics in Tech Sales and Marketing: Sales approaches that feel like bribery or manipulation are not only ineffective but can also harm a company's reputation. Genuine, ethical engagement is crucial. Building Relationships: This involves understanding the person, their needs, and their expertise, rather than using generic sales pitches or mass emails. Approaching for Advisory Roles: When inviting someone for an advisory role, the approach should be personalized and well-researched. It's more about knowing the individual and less about offering incentives or creating a sense of urgency. Feedback Sessions and Think Tanks: For feedback sessions or think tanks, a diverse set of opinions is valuable. It's beneficial to have a mix of technical, financial, operational, and strategic perspectives. Compensation for Advisory Roles: Compensation for advisory roles can be in the form of stipends or stock options. The key is transparency and setting clear expectations about the role and its requirements. Importance of Personal Time: Taking time for personal well-being is essential. Burnout is a real issue, and it's important to find ways to decompress and relax. The Power of Human Connection: Genuine human connection in professional engagements leads to more fruitful and rewarding relationships. Listening and Adapting: Companies that listen to feedback and adapt their products or services accordingly are more likely to succeed. This includes paying attention to aspects like accessibility and user experience. Subscribe to our email list to get notified when a new episode drops: https://wtfdidijustread.com/ Victim of a crappy marketing or sales message? Quickly and easily submit an ineffective email, social media post, website landing page, event message, or digital ad to 📧 [email protected]. We will provide an alternative and better approach live on the show.

In this episode of WTFDIJR, Chris and Dani are uncovering: The nuances of effective communication between CISOs, their boards, and vendors. Dani and Chris discuss the importance of understanding the board's expectations and crafting narratives that align with business objectives. The episode also highlights a live pitch session, offering insights into developing technology pitches that resonate with CISOs and their boards. Key Takeaways: Understanding the Board's Expectations: CISOs need to understand their board’s preferences and expectations for presentations. This involves knowing the board's composition, their level of technical understanding, and their primary concerns. Crafting Effective Narratives: When presenting to the board, CISOs should focus on creating narratives that align technology and security initiatives with broader business objectives. The communication should be clear, concise, and devoid of unnecessary technical jargon. Role of Vendors in Board Presentations: Vendors should assist CISOs by providing key talking points and data that can be independently verified. This support should be concise, relevant, and tailored to the specific context of the board meeting. Preparation and Research: Preparation is key for CISOs before board meetings. This involves not only understanding the board but also collaborating with internal teams and vendors to gather relevant information and potential solutions. Importance of Independent Verification: Any data or claims presented to the board should be independently verifiable. This ensures credibility and trustworthiness in the eyes of the board members. Aligning Tech Initiatives with Business Goals: The core of any presentation to the board should be how technology and security initiatives align with and support the company's broader business goals. Effective Use of Metrics and Risk Assessment: Presenting clear metrics and a well-defined risk assessment strategy is crucial. This helps the board understand the impact and importance of security measures. Subscribe to our email list to get notified when a new episode drops: https://wtfdidijustread.com/ Victim of a crappy marketing or sales message? Quickly and easily submit an ineffective email, social media post, website landing page, event message, or digital ad to 📧 [email protected]. We will provide an alternative and better approach live on the show.

In this episode of WTFDIJR, Chris and Dani are uncovering: Various outreach methods, emphasizing the importance of authenticity and respect in interactions. The episode also touches on the challenges faced by security practitioners in dealing with sales pitches and offers insights into building successful business cases for board meetings. Key Takeaways: Effective Sales Outreach: Dani highlights an ideal sales outreach message that was respectful, concise, and not pushy. This contrasts with other less favorable methods, showing the importance of tailored and considerate communication in sales. Building Relationships with Buyers: Chris discusses the importance of trust and permission in sales interactions. He emphasizes that sales reps should not circumvent the main point of contact in an organization without explicit permission. Navigating Corporate Budgets and Decision-Making: Dani and Chris explore how sales professionals can help security practitioners build internal business cases for purchasing decisions, including board presentations. Authenticity in Sales and Marketing: The episode underscores the need for sales reps to be authentic and human in their approach, rather than relying solely on aggressive sales tactics or misleading outreach methods. Understanding the Buyer's Perspective: Insights are shared on how CISOs and other decision-makers in tech companies think and make purchasing decisions, highlighting the need for sales and marketing professionals to align their strategies accordingly. Importance of Research and Preparation: The episode reinforces the value of doing thorough research on potential clients and understanding their specific needs and timelines. The Role of Empathy in Sales: Emphasizing the human element in sales interactions, Chris and Dani suggest that building genuine relationships can be more effective than traditional sales pitches. Handling Rejection and Persistence in Sales: Dani and Chris discuss how sales professionals should respect boundaries and understand that persistence needs to be balanced with respect for the potential client's time and priorities. Subscribe to our email list to get notified when a new episode drops: https://wtfdidijustread.com/ Victim of a crappy marketing or sales message? Quickly and easily submit an ineffective email, social media post, website landing page, event message, or digital ad to 📧 [email protected]. We will provide an alternative and better approach live on the show.