April 26, 2023
by Breaking Through in Cybersecurity Marketing
In this episode, Daniella Alpher, VP of Marketing at RevealSecurity joins Maria and Gianna to discuss Israeli vs American cyber marketing.
To begin, Daniella shares that she began her career in film and television as a producer for ABC News. In the early 2000s, tech began threatening the television industry. This inspired her to get a degree in business administration and enter the tech sector, specifically focusing on marketing. Next, Daniella highlights the differences she has noticed working as a marketer in Israel vs. America. 10% of attacks at a national level are directed at Israel, 40% of investments in cybersecurity go to Israeli companies and 16% of cybersecurity vendors are Israeli. Compared to the size and population of Israel tech (specifically cybersecurity) is a huge income-driving sector for the country. In the last 20-30 years, Israel also built a large strength in product and development of cybersecurity products. In more recent years, it has naturally become a hub for cybersecurity marketing.
For most Israeli startups, the sales portion is often based in the U.S. Marketing, however, is often a mix between the two companies. In Daniela’s experience, American marketing tends to have a more long-term philosophy, while Israelis often have a much shorter-term strategy for survival. Israeli marketers are still learning the importance of branding over performance. Most Israeli marketers are focused on selling in the U.S., but it is rare for a U.S.-based company to consider marketing in other countries. Stereotypically, Daniela shares, Israelis tend to come off rude, aggressive, and emotional to American analysts, whereas Americans are the opposite. Then, there are those smaller, technical differences like the use of WhatsApp vs. Slack for digital communication and group messages.
Before wrapping up, Daniela engages alongside our hosts in a fun guessing game to reveal what career she would pursue outside of the cybersecurity marketing field.
Links:
Follow Daniella on Linkedin.
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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.