In episode three of our CMO Stories podcast series, we learn how to differentiate products in a highly competitive marketplace and find out what it takes to rise above the noise. Join us as we sit down with top executives from leading companies including Naomi Buckwalter, Director of Information Security & Privacy at Energage; Rich Campagna, CMO at Balbix; and Nathan Burke, CMO at Axonius.

Listen to the full episode below.

Episode 3: How to Market Complex Products in a Crowded Space: Lessons From the Cybersecurity Industry

If you’re like most B2B tech marketers, you’re facing increased competition and frustratingly noisy marketplaces. It can be difficult for marketers to rise above the din and make their brands stand out in a sea of confusing jargon, analogous messages, and ambiguous promises.  With over 2,300 vendors and an overall market size of $160 billion, few industries are as crowded and competitive as the cybersecurity industry. Security vendors find it difficult to differentiate their offerings when ‘good enough’ competitors throw about buzzwords and emotional levers such as fear, uncertainty and doubt to win customer’s business at any cost. And yet, those vendors who are able to stand out from the crowd stand to reap plenty of benefits, making the industry chock full of lessons for B2B marketers.  

Recently, we caught up with top executives at leading cybersecurity companies including Balbix and Axonius to hear how they’ve been able to successfully market their companies in such a crowded marketplace. We also brought in the cybersecurity decision maker at Energage, a culture management software company, to get her perspective on how she chooses which products and services to buy. Listen to the podcast now, moderated by Fortella co-founder and CEO Rahul Sachdev, to hear what they had to say. In this podcast you will learn:

• How to cut through the noise to have your brand’s voice heard in a crowded marketplace
• How to make an “unsexy” product sound appealing to your target audience
• The value of humor and entertainment in B2B marketing
• How to come across as genuine and authentic in your marketing messages
• Common mistakes B2B marketers make when pitching their products to enterprise buyers
• How to get non-technical decision makers to buy into the need for your product
• And more!