This is part of our CyberGrowth series, an initiative we started while we were running our agency, before we pivoted into building our AI Sales Intelligence platform. In the CyberGrowth series, we discuss proven strategies and tactics to help cybersecurity sales and marketing leaders accelerate their business growth.
Episode Summary
In this conversation, James Alliband, head of marketing at Risk Ledger, shares his journey from technical roles to marketing, emphasising the importance of collaboration between sales and marketing teams.
He discusses the challenges of building a marketing function in a startup, the significance of field marketing in cybersecurity, and the need for a strong content strategy to nurture leads.
James highlights the importance of brand messaging and the future trends in cybersecurity marketing, advocating for better brands and a focus on storytelling over jargon.
Episode Chapters
* 00:00 Introduction to James Alliband and Risk Ledger
* 03:00 James's Journey from Technical to Marketing Roles
* 06:03 Transitioning to Marketing: Insights and Experiences
* 09:57 Building the Marketing Team at Risk Ledger
* 12:49 Sales and Marketing Collaboration: A Key to Success
* 15:50 Field Marketing: Building Relationships in Cybersecurity
* 19:55 Nurturing the 95%: Strategies for Engagement
* 23:50 The Importance of Brand Storytelling in Cybersecurity
* 27:58 Final Thoughts and Future Trends in Cybersecurity Marketing
More About James Alliband
James is an experienced marketer leader with a background in product marketing. He has a proven track record of building strong go-to-market strategies and marketing campaigns in various leadership roles, each contributing to the companies’ increased demand, advocacy, and brand awareness through creative marketing campaigns, product positioning and messaging, and go-to-market enablement.
Connect with James Alliband & Risk Ledger
* Connect with James on LinkedIn
