Marketing Tips
Great Content Makes Great Channel Partners
At their best, channel partners act as a force-multiplier for sales by helping to find and engage new customers and offer great service to existing ones. Attracting, training, and equipping the right partners requires focused “enablement” content that helps them prospect, present, and provide support for your product. Partner marketing also acts as a…
Read MoreWorried About a Recession This Year? Here are 5 Ways to Maximize Your Cybersecurity Marketing
Cybersecurity marketing in the current climate is tough, but I’m here to soften the blow of today’s economy. In 2007, I was hired as the CMO of a marketing technology company, just 10 months away from what would become one of the toughest economies in recent memory when the lending market froze in October of…
Read MoreBe a Cybersecurity Content Marketing Hero Today!
Unmet content needs (UCN) is a serious problem for today’s cybersecurity content marketing teams. Consider these completely fabricated snippets overheard by our fly-on-the-wall reporter this past week alone: “If only I had a new case study highlighting how our security widget is the best thing since sliced bread, that six-figure deal would be in the…
Read MoreCyberMarketingCon22 – The Top Takeaways Blog
You know what happens when you bring together cybersecurity marketers – MAGIC! At least that’s what Mark and I found out when we attended the first in-person CyberMarketingCon, hosted by the Cybersecurity Marketing Society, lead by Maria Velasquez and Gianna Whitver. If you’ve ever put together an event, then you’ve experienced first-hand how hard it…
Read MoreThree Reasons Why Hiring a Fractional Marketer Makes Sense
I’ve been consulting as a fractional marketer since 2016 and it’s given me an amazing opportunity to help companies hone their messaging, reach new customers, and create momentum in the marketplace. I’ve loved every minute of it – meeting new teams, learning new technology, and getting to know new prospects. And while I’ve personally and…
Read MoreIs Your Cybersecurity Marketing Strategy Everything It Could Be?
I have worked in technology marketing since before the Internet(!) and, through my long career, have realized that good marketing strategy boils down to three key ingredients: Understanding your company Knowing your customer Analyzing the competition Let’s take a closer look at each element to ensure you are asking all the right questions to hone…
Read MoreProduct Marketing Versus Corporate Marketing: What’s Best For Your Needs?
Here at AimPoint Group, we are often asked to help bridge the gaps on our clients’ teams with marketing retainers, typically to backfill positions, cover parental leave, help out on a critical time-sensitive project, or just to add expertise. Whatever the reason, we wanted to take a moment and discuss the nuances between different types…
Read MoreLaunch Checklist: 29 Steps to a Successful Company or Product Launch
We recently blogged about the key considerations for planning the perfect introduction of your product or company. This is the TL:DR version of those posts. If you’d like the full versions, please read part one here and part two here. Phase One: Getting Started Hire your team and external vendors Clarify your marketing goals and…
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