March 16, 2023

Demand Gen: The Most Misunderstood Marketing Title

by Breaking Through in Cybersecurity Marketing

Listen Now

Demand Gen: The Most Misunderstood Marketing Title

March 16, 2023 Breaking Through in Cybersecurity Marketing

00:00:00

Show Notes

Welcome to Breaking Through in Cybersecurity Marketing, where we explore the hottest topics in cyber marketing, interview experts and help you become a better cybersecurity marketer! In this episode, Tom Kish, Director of Growth Marketing at CardinalOps, joins Maria and Gianna to discuss demand gen and more!

 

To begin, Tom unpacks the difference between the titles demand gen and growth, both of which he has held at various points in his career. Demand gen is a time-consuming role and requires balancing quick wins with long term strategies. Typically, a marketing team will come in to build some foundational elements before demand gen enters the scene to scale up. Since demand gen is so closely tied to pipeline, it is also easily and quickly measured. Tom shares the benefits of working for organizations who were operating with a tight budget and how he has carried that mindset with him to larger organizations. While the goal of demand gen is to create opportunities and revenue, the process of getting there is still part of demand gen, too. There is no one size fits all when it comes to demand gen. Marketers should be constantly adding new things to their toolbox and know when (and when to!) not apply them.

 

Next, Tom shares the strategies which he has found most successful in his demand gen roles. They all come back to finding the proper balance among the fundamentals goals of creating demand, identifying demand and capturing demand. A successful framework not only finds the proper balance of these things, but ensures that they all flow together seamlessly while covering all of their bases. Checking your social engagement is also really important. Tom’s team has designated people who manually identify the individuals who regularly interact with their posts. Building off this, he elaborates on the lack of innovation and creativity he often sees in marketing as a result of the rise of automation and data. His most successful marketing campaigns have been those that were totally creative and were not based on previous engagement.

 

Before wrapping up, Tom reveals his favorite thing about being a member of the Cybersecurity Marketing Society now that he has been a member for two years. Finally, he engages in a fun guessing game and reveals what career he would pursue outside of the cybersecurity field.

 

Links:

 

Follow Tom on LinkedIn.

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

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.

Read more

Recent Episodes

September 20, 2023
by Breaking Through in Cybersecurity Marketing

In this episode, Mandeep Khera, CMO of SecureAuth, joins Maria and Gianna to discuss the market and economy, changing responsibilities for CMOs, and the role of brand awareness from his perspective.   To begin, Mandeep shares the story of his role as...

September 13, 2023
by Breaking Through in Cybersecurity Marketing

In this episode, Terra Cooke, Cybersecurity Governance and Risk Compliance Manager at Boom Supersonic. She is also a huge advocate for black women in tech. To begin, Terra shares that she has been in the cybersecurity field for 15 years. She shares h...

September 6, 2023
by Breaking Through in Cybersecurity Marketing

In this episode, David Ebner, Founder of Content Workshop, joins Maria and Gianna to discuss the future of writing.   To begin, David offers his own thoughts on ChatGBT. Like any new form of technology, it is understandable that the initial launch of...

August 30, 2023
by Breaking Through in Cybersecurity Marketing

In this episode, Sean Mattson, Head of Digital Strategy and Operations at Checkpoint Technologies, joins Maria and Gianna to discuss conversion rates and personalization.   To begin, Sean discusses his role at Checkpoint as the management of all digi...

August 23, 2023
by Breaking Through in Cybersecurity Marketing

In this episode, the hosts are joined by Deidre Frith, the Director of Marketing at Real Time IT. With over 15 years of experience in marketing, Deidre is a one-stop shop for all things creative, social media, graphic design, and PR. She is known for...

August 9, 2023
by Breaking Through in Cybersecurity Marketing

Welcome to Breaking Through in Cybersecurity Marketing, where we explore the hottest topics in cyber marketing, interview experts, and help you become a better cybersecurity marketer! In this episode, Josh Feigenbaum, Marketing Manager at Sentra, joi...

August 2, 2023
by Breaking Through in Cybersecurity Marketing

In this episode, Brian Whipple, a longtime member of the Cybersecurity Marketing Society, joins Maria and Gianna to share his impressive knowledge on how to create successful, record-breaking webinars in the cybersecurity industry.   Brian Whipple is...

July 26, 2023
by Breaking Through in Cybersecurity Marketing

Welcome to Breaking Through in Cybersecurity Marketing, where we explore the hottest topics in cyber marketing, interview experts, and help you become a better cybersecurity marketer! In this episode, Derek Weeks, author and CEO of Unfair Mindshare, ...

July 19, 2023
by Breaking Through in Cybersecurity Marketing

In this episode, Kenneth Ellington, security consultant at Ernst & Young and the founder of Ellington Cyber Academy, joins our hosts to discuss how to foster positive engagement.   Kenneth Ellington is a security consultant at Ernst & Young a...

July 12, 2023
by Breaking Through in Cybersecurity Marketing

In this episode, Marc Blackmer, VP of Marketing at Corero Network Security, joins Maria and Gianna to discuss breaking through into marketing, green and red flags in companies and so much more.   Corero Network Security is a leader in real-time with ...