May 25, 2022
by Breaking Through in Cybersecurity Marketing
This week, we interview David Leichner, the CMO of Cybellum, currently residing in Tel Aviv, Israel. We talk to David about his move from America to Israel, his admiration for Israel’s focus on cyber startups, his decades of experience in sales and marketing, and his dedication to relationship building -- no matter what he’s marketing!
Timecoded Guide:
[01:17] David’s personal and professional journey to Cybellum
[05:03] Israel’s transformation into a cybersecurity startup mecca
[08:44] Creation and mission of the Cyber Elite
[18:32] Tying together marketing and sales in the cyber world
[31:27] Passions David has outside of being a CMO
How did you get to where you are today to be the CMO of Cybellum?
From his start on Wall Street to his current position in Tel Aviv, David has worn many hats. After taking advice from a VP of Engineering in Israel who advised him that marketing may be a better place for him, he realized his unique perspective and experience working hands-on in cybersecurity and software gave him a leg up and made him a very well-rounded marketer.
“One of the things I realized was that most marketeers at the time didn't really understand technology. I had an advantage that I understood technology on one side, and then I also understood marketing and then, later on, sales.”
How has Israel evolved into a place known for very successful cybersecurity vendors?
As a kid, David dreamed of living in a country like Israel, and his dream became a reality when he moved to Tel Aviv to work for the Bezeq. He quickly learned about how much energy Israel focuses on hands-on cybersecurity and tech training, especially in the army. With many resources available for this education, it's clear how Israel has risen to the top of this industry.
“Israel is cultivating, not just in cyber, also in data analytics, also in a lot of biomed technology. There are all kinds of technologies that have come from military bases, and then are commercialized for use in industry.”
Can you give us some of your secrets to making a relationship between marketing and sales successful?
With experience in marketing and sales, David is our expert in where those roles need to intersect to be successful. Throughout our discussion, David explains that marketing is a creative role, but the credit to closing deals and making profits can be equally divided between sales and marketing for them to thrive together.
“I mean, we have a fun profession here in marketing, we get to try new things, we get to innovate, we get to be creative, we get to go out to conferences, and to meet people all over the world. It's a great profession.”
What are some other things that marketing can learn from sales?
David’s tips and tricks don’t stop with sales and marketing collaboration, they extend also to the relationships cultivated between you and your clients. David has realized that through being genuinely interested in learning about his clients and their problems, he forms an authentic connection and a real sales relationship beyond a quick pitch.
“I think, whether you're doing email sequences, or you're doing events, or you're doing podcasts, whatever it is, you should always have in mind that you have to build the relationship. You're not selling features, you're selling benefits, you're selling value.”
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