August 17, 2022

Overcoming Startup Go-To-Market Hurdles with CMO & Advisory Board Member Carol Meyers

by Breaking Through in Cybersecurity Marketing

Listen Now

test
Overcoming Startup Go-To-Market Hurdles with CMO & Advisory Board Member Carol Meyers

August 17, 2022 Breaking Through in Cybersecurity Marketing

00:00:00

Show Notes

Carol Meyers is an Independent Board Director, Advisor, and Investor. She has held CMO positions at companies like Rapid7 and LogMeIn, along with numerous consulting and advisory positions at cyber startups. Carol develops go-to-market plans that drive growth and strategy in businesses. In this episode, she shares her wisdom for building a successful go-to-market strategy…and career, covering inbound marketing, target audience development, start-up hiring, and career self-confidence.  

 

Timecoded Guide: 

[01:59] Struggles faced and advice for young women starting out in tech

[03:28] Carol’s components of a go-to marketing plan

[12:10] Who to pick for your team at a start-up

[19:41] Ways to measure success

[28:41] How advisory boards can be your cheerleaders

 

What are the ingredients of a go-to marketing plan?

Carol says to have a solid plan, you have to have the resources and information prepared to best support your channels. If you are unable to tell your channels who you are and what you’re selling, then your business isn’t ready. It’s all about knowing your buyer; who they are and how you can solve their problem. It's also important to consider why they should choose you to solve it. Once you have a clear plan and ways to measure and test it, you will be better suited for taking the first step.

“It's not that someone has to spend money to buy your solution, but they have to invest their personal time to evaluate your solution and to think about the problem that you're solving for them.”

 

What are the most important metrics to keep an eye on? 

The most important metric is also the most obvious; that customers are buying and using your products and services. You might see your audience in varying stages that may not match the one you’re in. Be sure to look at all the stages of conversion. Some that are not on the traditional pipeline might get overlooked when they play a big part in lead generation. Carol reminds us to keep a sharp eye on micro-conversions; while they may not be counted in the pipeline, they can still play a huge factor in a sale or lead.

“Your number one goal in marketing is you've got to be a part of revenue, you've got to be driving revenue.”

 

What is the role of an advisory board? 

Carol explains that the role of an advisory board can look different from company to company. In her experience, a set of challenges are brought to the board, and then they present possible solutions and advice for that problem. There is also a one-on-one side to being an advisor, which is one of her favorite aspects. Talking through roadblocks and bouncing ideas creates a valuable and intimate relationship between advisors and company leaders.

“Having a group of advisers around you and people who can even just be a cheerleader for you can be really helpful.”

______

Links: 

Connect with Carol Meyers on LinkedIn.

Catch up with Maria on LinkedIn.

Follow Gianna 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: BlackKite Security, Security ScoreCard

Read more

Recent Episodes

May 24, 2023
by Breaking Through in Cybersecurity Marketing

! In this episode, Ashish Malpani, the head of global product marketing for DX, joins Maria and Gianna to discuss the journey into cyber security and digital experience for AR programs.   Ashish shares his thoughts on digital experience, how they pro...

May 17, 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, Gianna and Maria share some powerful insights int...

May 10, 2023
by Breaking Through in Cybersecurity Marketing

In this episode, Wesley Belleman, Consulting Engineer at Colossal LLC,  joins Maria and Gianna to discuss marketing in the federal government.   Wesley began his career in the military in acquisitions, specifically as a cybersecurity operations offic...

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 wit...

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...

April 20, 2023
by Breaking Through in Cybersecurity Marketing

This week, Brandon Hoe joins hosts Gianna and Maria to discuss controversial topics related to cybersecurity marketing. Brandon is the VP of Marketing at Oxeye and has held CMO and head of marketing positions at multiple cybersecurity companies, incl...

April 12, 2023
by Breaking Through in Cybersecurity Marketing

In this episode, Luke Tucker, VP of Marketing at Lightspin, joins Maria and Gianna to discuss building cyber community.   To begin, Luke unpacks his cautious optimism for the current market and shares why startups need to celebrate even the smallest ...

April 5, 2023
by Breaking Through in Cybersecurity Marketing

This week, Cami Ragano, VP of Marketing at SightGain, joins Maria and Gianna to share her expertise as a marketing leader managing SDRs so that SDRs over-achieve their goals!  In fact, Cami’s SDR program has helped SightGain achieve significant incre...

March 30, 2023
by Breaking Through in Cybersecurity Marketing

This week, Hushly CMO James Kessinger joins hosts Gianna and Maria to talk about the "bowtie" funnel and marketing's new(er) role in creating upsell and cross-sell opportunities. They discuss ABM, the unique buyer in cybersecurity, and tying experien...

March 16, 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, Tom Kish, Director of Growth Marketing at Cardinal...