May 3, 2023
by Breaking Through in Cybersecurity Marketing
This week, Beth Barach, the Director of Product Marketing at Onapsis, joins the hosts to discuss the intersection of product marketing with product launches, Cabs, and eCabs. With over 20 years of experience in tech, Beth began her career working with channel and technology partner programs, which ultimately led to her pivot into product marketing.
Beth also shares that to execute a successful product launch, it's important to create a plan and synchronize the different teams and departments involved, such as sales, marketing, customer success, and product. getting into the idea of using product launch as an opportunity to educate customers and partners on the value and benefits of the product. Lastly, Beth stressed the importance of using marketing channels to create a buzz and engage the target audience.
The conversation also touches on the importance of getting executive buy-in for a product launch. Beth gave an example of someone on the team who is often overlooked but should be included, the support team. While Maria highlighted that product marketers should aim to think beyond their usual suspects when planning a launch. Finally, Beth provided a story about a manager who was great at recognizing the importance of executive support.
Timecoded guide:
0:02:44
Product Launch at a Billion Dollar Company: People, Process, and Performance
0:04:43
Conversation on Securing Executive Buy-In for Product Launches
0:07:42
Presenting to the Executive Team: A Successful Product Launch Story
0:09:43
Conversation on Applying the RACI Model to Product Launches
0:11:51
Discussion on Detailed Content Planning for Product Launch
0:13:39
Conversation on Adapting to Delays and Roadblocks in Product Launches
0:16:05
Conversation on Empathy, Cabs, and Testimonials in the Cybersecurity Industry
0:18:04
Exploring the Benefits of Customer Advisory Boards for Product Marketers
0:25:21
Conversation Summary: Potential Career Paths for Product Marketer Beth
0:27:38
Interview with Beth Barach: Exploring the Intersection of Coaching and Entrepreneurship
Links:
Check out Beth 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.