August 24, 2022

Finding Success Under the Product-Led Growth Umbrella with Breezy Beaumont

by Breaking Through in Cybersecurity Marketing

Listen Now

Finding Success Under the Product-Led Growth Umbrella with Breezy Beaumont

August 24, 2022 Breaking Through in Cybersecurity Marketing

00:00:00

Show Notes

Breezy Beaumont, Head of Growth at Correlated, takes us into the new and noteworthy world of product-led growth this week. Breezy walks us through the essentials of what product-led growth (PLG) is, top strategies in the PLG world, marketing team tactics for PLG cyber companies, and how data looks differently with this go-to-market strategy. Is the secret to tackling the market hidden in product-led growth? Breezy helps us uncover the mystery!

 

Timecoded Guide:

[00:00] Introducing the (still relatively new) concept of product-led growth companies

[05:38] Implementing PLG go-to-market strategies in the cybersecurity industry

[12:29] Breaking through highly competitive industries and being the first to market

[20:35] Understanding the product you’re marketing and achieving customer success

[26:16] Following the journey data takes in a product-led growth company

 

What is product-led growth? 

Product-led growth, or PLG, has become a buzzword that cybersecurity marketers hear, but rarely do we understand PLG as a go-to-market strategy. If you can go to a website and immediately get started with a product, that is product-led growth. Putting product at the forefront of your company, especially if this is a product-led growth cybersecurity company, changes the roles within your organization and removes many barriers in the sales process.

“Product-led growth is a little bit of an umbrella term for a lot of things that people are probably a little bit more familiar with. Basically, it's a way of describing any way that you can go to a website and immediately get started with the product, it's easily accessible to you.” 

 

What are some cybersecurity companies or cybersecurity use cases that you've seen work with PLG?

Although product-led growth can feel at odds with the cybersecurity industry, Breezy assures us that PLG works for companies in all areas of cyber, including identity management, IoT security, and security ops. While PLG can thrive anywhere, tactics can range from freemium product levels, free trials, or product preview options, all of which encourage a product-forward approach to the sales process. Breezy explains that even product tours are becoming an early element of product-led growth strategy for many cyber companies. 

“It's all about reducing friction in the buying process, because the buying process today stinks. It especially stinks for people who don't want to talk to people that much. We shouldn't have to put up X amount of dollars before purchasing.”

 

How do you respond to people who say, "I don't want my competition to see my products?" 

Cybersecurity teaches us to think twice and to act cautiously with our data and information, and cybersecurity companies can embody this mindset as well. Product-led growth can feel like foolishly you’re giving away all your assets and information to your competitors, but Breezy explains that your competitors already have access to previews and demos of your product. Instead of fearing your competitors seeing your product, focus on product-led growth as a means to becoming the first in the market.

“The competition is fierce. And so, I'd say first of all, your competitors are already seeing your product out there, but second of all, you want to be first in the market. You want to get that market share as quickly as possible.”

 

Do PLG companies have to have an official customer marketing team, or one customer marketing person that's fully in charge of customer marketing? 

Roles change when an organization shifts from a traditional go-to-market strategy to a product-led growth strategy. Marketing is not exempt from these changes, and instead often acts as a huge part of the sales and revenue processes as result of these changes. Breezy explains that, although we’re used to each department having separate data silos and clearly divided roles, the streamlined data approach of product-led growth facilitates collaboration and communication. 

“One of the big changes that happens in a product-led company is the data that we're working off of, on both the marketing side and across the company. In a lot of product-led companies, the entire revenue team, if not the entire team altogether, all work off of the same dataset.”

----------

Links:

Get tickets for our upcoming Cyber Marketing Con 2022

Spend some time with our guest Breezy Beaumont on LinkedIn.

Learn more about Correlated on LinkedIn and the Correlated website

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

November 29, 2023
by Breaking Through in Cybersecurity Marketing

In this episode, Charles Gold, Chief Marketing Officer at ThreatConnect, joins Maria and Gianna to discuss why CMOs fail or succeed.  To begin, Charles shares his background in running global marketing organizations. He even started a technology comp...

November 22, 2023
by Breaking Through in Cybersecurity Marketing

When you think humor, comedy, LOL, or even LMFAO if you are fancy, cybersecurity isn't typically the first thing that comes to mind. But who says talking about ROI, demand gen, and marketing has to be boring? Humor exists in everything, and with so m...

November 15, 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, Amy Stokes Waters, Founder and Chief Executive Off...

November 8, 2023
by Breaking Through in Cybersecurity Marketing

Competitive intelligence programs can be reactionary and one-dimensional due to squeaky-wheel syndrome and we-just-lost-a-deal-to-so-and-so-itis.    Learn from Alex Babar, Vice President of Solutions at Brinqa about 3 categories of competitive intel ...

October 31, 2023
by Breaking Through in Cybersecurity Marketing

On this week’s very special Halloween episode, listen as the hosts embark on a journey beyond the seven seas, a thrilling match filled with spooky stories and of course, lighthearted banter (one can’t help but laugh even in fear)... Sink your fangs i...

October 25, 2023
by Breaking Through in Cybersecurity Marketing

Since #CyberMarketingCon2023 is coming on December 10th through 13th. We can’t help but replay some of our sessions from previous conferences. This week’s episode is from CyberMarketingCon2022. If you enjoy this session, you will enjoy this year’s li...

October 18, 2023
by Breaking Through in Cybersecurity Marketing

In this episode, Joseph Barringhaus, Director of Demand Generation at Sonrai Security, joins Maria and Gianna to discuss all things demand gen. Sonrai Security is a cloud security startup that focuses on identity, access, and permission in the cloud....

October 11, 2023
by Breaking Through in Cybersecurity Marketing

The time for #CyberMarketingCon2023 is fast approaching and we hope to see you in Austin in December. So mark those calendars and get your tickets, the conference will be from December 10th through 13th. It's filled with education, the best speakers,...

October 4, 2023
by Breaking Through in Cybersecurity Marketing

In this episode, Geordie Carswell, CMO at ActualTech Media joins Maria and Gianna to talk about the stuff no marketer wants to talk about right now: lead generation and content syndication! Can lead generation be a successful part of a demand generat...

September 27, 2023
by Breaking Through in Cybersecurity Marketing

In this episode, Jake Milstein, CRO, and CMO at Critical Insight, joins Maria and Gianna to discuss his unique perspective on serving underrepresented cybersecurity markets, the importance of establishing trust and personal connection with clients, a...