October 12, 2022

299 Minutes of Content with Serena Raymond

by Breaking Through in Cybersecurity Marketing

Listen Now

test
299 Minutes of Content with Serena Raymond

October 12, 2022 Breaking Through in Cybersecurity Marketing

00:00:00

Show Notes

Serena Raymond, Marketing Director at DNS Filter, walks us through her career journey from social media content creation to Marketing Director at DNS Filter. Serena explains the recipe for virtual event strategy, including how to leverage social media and email marketing to gain speakers and attendees, as well as how your virtual event can translate directly to your sales pipeline. Serena also discusses her opinion on agency marketing company vs internal teams, and reveals her secrets for optimizing impact. Timecoded Guide: [01:53] Moving from social media content creation to Marketing Director

[05:12] Getting started with virtual event marketing strategy

[12:52] Understanding what makes your virtual event worthwhile for sales

[20:25] Taking advantage of being on the internal side of marketing

[25:23] Comparing and contrasting agency and internal marketing

 

How should you host a successful virtual event?

A strong, successful virtual event should include both your company’s internal SMEs, or subject matter experts, and industry experts from outside of your organization. Serena recommends deciding first on the top tracks you want to pursue, before tackling speaker research. Once relevant, experienced speakers have been found, Serena explains that choosing an event platform that meets both your and your audience’s needs is essential.

“Our platform was a huge obstacle for doing a virtual event. There's so much vetting you have to do. I was kind of thinking, ‘Oh, we'll choose a platform and we’ll run.’ There's so much work that goes into that, and that was pretty eye opening.”

What is one key way to entice your desired audience to your virtual event?

Enticing your desired audience should start with LinkedIn and Google ads, which are consistently effective. However, Serena believes the key to your target audience resides with your speakers. Find speakers who appeal directly to your target audience and give them a high quality social media kit. Make it very easy for your speakers to share to followers and potential customers about your event with personalized images, text, and messaging.

“What I think was most key, above all else, was we had a lot of speakers who appeal to that audience. We gave them a really cool social kit, with the links and custom images with their faces, and they were able to share it with their audience on social media.”

 

How do you know if your online event is justifiable in terms of sales pipelines?The

justifiability of your virtual event extends beyond the pipeline and merges into retention. Your goal is to host an event that provides value to both your attendees and speakers. Serena recommends having sales touchpoints at your event, like a happy hour, where folks can gather and connect. Then, once you build that relationship, your sales and marketing teams can remind the potential client about the happy hour and follow up with them.

“We had a little happy hour after the event, and we had some customers come and we actually got great feedback from that. Our sales team was there and we chatted with that customer and took it offline, and we wouldn’t have had that conversation without that event.” What’s the difference in effectiveness between internal marketing and agencies

With experience in both internal and agency marketing, Serena explains that a key difference between the two is that being at a marketing agency puts you on the “outside.” You’re not in the company’s Slack channels or taking part in staff meetings, and you don't have their customer service records. Marketers at agencies don’t have real buy-in or “skin in the game” when it comes to a specific company. The internal marketing teams, on the other hand, have crucial inside information that can help them perform better and boost employee engagement.

“One of the things I loved about being a marketer for a dedicated company, was I got to get really good at it. I got to go deep on the product and understand our audience. I got to listen in on demos, talk to customers, talk to people who aren't in marketing.”

---------- 

Links: 

Get tickets for our upcoming CyberMarketingCon2022

Spend some time with our guest Serena Raymond on LinkedIn.

Follow Gianna on LinkedIn.

Catch up with Maria on LinkedIn.

Join the Cybersecurity Marketing Society on our website, and keep up with us on Twitter.

Keep up with Hacker Valley on our website, LinkedIn, Instagram, and Twitter

Read more

Recent Episodes

January 25, 2023
by Breaking Through in Cybersecurity Marketing

This week, Wade Wells joins us to talk about being on the board of BSides San Diego, being a brand ambassador, and being on a podcast—all while also being a mentor and working his day job. Gianna and Maria ask Wade about his research workflow and why...

January 18, 2023
by Breaking Through in Cybersecurity Marketing

Shaun Walsh joins today, offering a cybersecurity marketer’s handbook worth of advice in navigating job transitions in the industry. Shaun, a veteran in the cyber industry, is the Vice President of Global Marketing at SimSpace. We’ve all been there—a...

January 11, 2023
by Breaking Through in Cybersecurity Marketing

Join Gianna and Maria for a crazy live episode with their very own audience at Cyber Marketing Con! Hear your hosts discuss the cybermarketing industry as they also try to say a few nice things about sales. Also, listen in to hear a few audience memb...

January 4, 2023
by Breaking Through in Cybersecurity Marketing

This week on Breaking Through in Cybersecurity Marketing, Gianna and Maria sit down with Nick Hayes, Product Marketing Manager at Crowdstrike. During the episode, Nick shares how he went from working as an analyst at Forrester to becoming a cybersecu...

December 21, 2022
by Breaking Through in Cybersecurity Marketing

In this episode of Breaking Through in Cybersecurity Marketing, Gianna and Maria speak with Russel Wurth, the Vice President of Marketing at Defy Security. Russel takes Gianna and Maria through his path of going from development engineer to cybersecu...

December 14, 2022
by Breaking Through in Cybersecurity Marketing

Join us this week for another episode of Breaking Through in Cybersecurity Marketing. Today, we’re talking with Dillon Townsel, Head of Public Relations at Armis, as he takes us on a ride through his career journey. From Egypt and Afghanistan to IBM:...

December 7, 2022
by Breaking Through in Cybersecurity Marketing

For this week’s episode of Breaking Through in Cybersecurity Marketing, we bring you Scott Shapiro, former Product Marketing Manager at Microsoft and the current Director and Global Head of Product Marketing at Secure Code Warrior. Scott takes us on ...

November 30, 2022
by Breaking Through in Cybersecurity Marketing

This week, hosts Gianna Whitver and Maria Velazquez sit down with Brittany Geronimo to discuss unique takes on reusing design content in a marketing design process. Gianna and Maria ask Brittany how she turns whitepapers and ebooks into eye-catching,...

November 23, 2022
by Breaking Through in Cybersecurity Marketing

Hosts Gianna Whitver and Maria Velasquez sit down with Christopher Mitchell from Google’s Chronicle Security and discuss how he went from working at a series of startups to working at one of the largest corporations in the world. Christopher shares s...

November 16, 2022
by Breaking Through in Cybersecurity Marketing

Hosts Gianna Whitver and Maria Velasquez sit down with guest Amy Fair to discuss being laid off and how to navigate it in stride. Gianna and Maria ask Amy about her own experiences being laid off as they approach the rarely-discussed but important to...