August 10, 2022

Influence as Currency in Modern Marketing: Channel Partnerships ft David Brown

by Breaking Through in Cybersecurity Marketing

Listen Now

test
Influence as Currency in Modern Marketing: Channel Partnerships ft David Brown

August 10, 2022 Breaking Through in Cybersecurity Marketing

00:00:00

Show Notes

David Brown is the Director of Global Partner Marketing for ZeroFox, a computer and network security company based out of Baltimore, MD. David has over fifteen years of experience in the international B2B marketing field. He joins us as we discuss partnership channel marketing. David believes it's a positive direction for businesses to go in the future of marketing.

Timecoded Guide: 

In this podcast, David covers: 

  • [1:06] The breakdown and variables of channel partner marketing
  • [13:36] Where your program partners are and what they need from you
  • [21:24] Tactics to enlist new partners for small companies
  • [35:19] How David’s early career prepared him for cybersecurity marketing

 

What is channel partner marketing?

This fresh approach to marketing allows for a broader market and network, while also increasing revenue for the companies involved. When partnering with another company through channel partnership, both remain independent. They share the benefits of re-selling and distributing each other’s products. Not only that, the partners act as influencers for each other’s brands.

 

“Really, what we're looking at with partner marketing is working with another organization in order to amplify your sales and marketing capabilities.”

 

Why is channel partnership the future of marketing? 

David thinks everyone can benefit from a channel marketing partnership, especially when it comes to inbound marketing. This may be his hot-take in the industry, but he has seen the growth and advantage of inviting other companies to endorse your products. With these channels comes influence, and David believes that influence is the new currency of business.

 

“And when the channel team in the partnership team is more integrated into sales, marketing, and product, it seems to be a lot more successful.”

 

How does this fit into sales?

Your channels are out there building brand awareness, relationships, and networking. As they drive engagement up, leads will follow suit. It also gives the sales team more resources to get the job done. By creating a partnership program that works alongside your sales team, hitting target goals becomes much easier.

 

“My job, and people that I work with on the marketing team, is to take our limited resources and direct them at those partners that are starting to build that momentum and go out there.” 

______

Links: 

If you have questions or want to chat, email David at dabrown@zerofox.com or message him on the Cybersecurity Marketing Society Slack!

Find David Brown on LinkedIn.

Follow Gianna on LinkedIn.

Catch up with Maria on LinkedIn.

Grab your ticket to the Cyber Marketing Con 2022.

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

Additional resources: ZeroFox, Crossbeam, Cybersecurity Marketing Con, Forrester, Menlo Security, Tierra Security

 

Read more

Recent Episodes

February 1, 2023
by Breaking Through in Cybersecurity Marketing

Along with your hosts Gianna and Maria, this week we have Joshua Gonzalez joining us from Beyond Identity to talk shop in creativity. Joshua comes from years of experience as an actor on broadway and on screens—you may have even seen him on the Trave...

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...