Shows
Art of SupplyHow Transportation & Logistics Companies Are Tackling Network Security W/ Ken Rutsky“This is a long standing discussion within the networking and security industry: is there a perimeter? I think the reality is the perimeter still exists because it's a data and logical perimeter, but it doesn't exist anymore as a physical perimeter.” - Ken Rutsky, Chief Marketing Officer at Aryaka As the world becomes increasingly digital, ensuring network connectivity and security become parallel objectives that all companies must prioritize. Add in trying to do it as efficiently as possible, and the challenge only grows. Ken Rutsky is the Chief Marketing Officer at Aryaka. They recently released their...2025-07-1029 min
Category ThinkersHow Category Memetics Can Help A New Category Stick w/ Ken RutskyIn this episode, Ken Rutsky joins us to explore a concept he calls ‘category memetics.’ It’s the idea that new categories can act like memes – they can enter the mind, replicate, and rapidly spread to others. Ken shares his insights on how to create a successful category meme and unpacks some of the research he uncovered that led to these insights. Listen now to:Hear how memes can act as a cultural transmission tool in businessUnderstand how to create effective category language Learn how memetics can inform...2024-01-0253 min
B2B Revenue Acceleration113: How to Tell Your B2B's Brand Story In 2022 w/ Ken RutskyFor this episode of the B2B Revenue Acceleration Podcast, we will be airing again one of our most listened to episodes: “How to Tell Your B2B’s Brand Story”.This episode was first published in 2018 when we started our show and it’s as relevant as ever at this time of the year when Sales & Marketing leaders prepare their Go-to-Market plans for 2022.…Breaking through the noise in a loud and crowded market is tough.How do you make sure your messaging is being heard in a sea of competition?Ken Rutsky, the author of Launchi...2021-10-2122 min
Marketing InSecurityMiS017: CyberMarketing in Covid Time - Part 3 - Accessing a Changed Future!In the final part of my three part series on Cybermarketing in Covid time, I catch up with my friend, colleague and client Atri Chattejee of ForgeRock, a late stage start up and leader in Identity and Access Management solution.In part one I talked with Ryan Bunker of pre-revenue Byos.io and in part two with Dean Nicolls of growth company Jumio. ForgeRock hit 2020 on a roll. With new messaging and a new website, they were truly ready to help their customers “Access the Future”. Hear Atri describe how ForgeRock quickly took their slogan to heart, even when the fut...2020-07-0228 minMarketing InSecurityMiS016: CyberMarketing in Covid Time - Part 2 - While the Goals Remain the Same, The Tactics All ChangeIn part two of my three part series on Cybermarketing in Covid time, I catch up with growth company Jumio’s CMO Dean Nicolls.In part one I talked with Ryan Bunker of pre-revenue Byos.io and in part three will chat with Atri Chatterjee of late stage company ForgeRock. Jumio is on a roll in the Biometrics and Identity Verification space. But what happens when some of your verticals hit a pandemic hard stop, while others accelerate for the same reasons. And what if shows are a big part of your plan? Dean talks about having to hit the sam...2020-06-2929 minMarketing InSecurityMiS015: CyberMarketing in Covid Time - Part 1 - Beware the Evil Twin WifiIn part one of my three part series on Cybermarketing in Covid time, I chat with Ryan Bunker, Business Development executive at pre-revenue start up Byos.io In parts two and three we will chat with Dean Nicolls of growth company Jumio and Atri Chatterjee of late stage company ForgeRock. Leaving RSA Byos.io was on a roll. Pre-revenue with a unique hardware solution to remote Wifi security, interest was high. Learn how Ryan Bunker has had to embrace the change brought by Covid and navigate changing user behavior, ITSec priorities, ZeroTrust clutter and more.Ryan discusses some of the u...2020-06-2525 minMarketing InSecurityMiS014: Rising Above Fear and Buzzwords“We ‘just’ put together a little blog post about the problem, and it went viral…” that’s how Tarun Desikan and his co-founders incubated Banyan Security. Now four years later, Banyan is a well founded A-round start up with real products, real customers and reaching real scale.Tarun, who comes from the networking space, talks about selling fear, whether that’s a good thing or now, and how to get past the buzzword buzz. “Zero Trust is a buzzword, but finding a marketing strategy that rises above fear and buzzword is a real problem all onto itself.”Tarun talks about coming at it as...2020-01-1432 min
DevOps ChatCyberSecurity Marketing Dojo w/ Ken RutskyKen Rutsky is on a mission. In addition to being a master cybersecurity marketing ninja, Ken is also the founder of the Cybersecurity Go To Market Dojo. It is the hub of a community of cybersecurity marketers who seek to up their game and bring even more professionalism to cybersec marketing.
Frankly, cybersecurity marketers get a bad wrap. Many of them have great technical chops. Just because they have marketing in their title don't assume they are not technical.
Ken and the group are again putting on a great together on the Sunday of RSAC week. Also they will be...2019-12-2221 minMarketing InSecurityMiS013: High Quality Deals, Why Should I Care...and Alignment Isn't Just Having a Meeting - with Gartner's Hank BarnesPart of sales and marketing alignment is having the same goals. Should “High Quality Deals” be one of yours? Hank Barne’s of Gartner certainly thinks so. Hank and I chat about everything from educating buyers, to why the 50K deal is no easier than the million dollar one, and how to align and run your sales and marketing. Low quality deals lead to longer sales cycles, disappointment in deployment and churn. And while many of the issues have to do with buyers and their process, as Hank says, “if it’s a buyers problem it’s sales and marketing’s problem...2019-12-1031 minMarketing InSecurityMiS012: It Must Work if Everyone Does It - Market the Breach or Market Your ValueIn this episode, Axonius CMO Nathan Burke and I revisit his quote, “the next time there is a breach, open your window and you’ll hear the sound of 1 million PowerPoints updating” from our podcast of season 1. After the Capital One breach, instead of updating his deck, Nathan asked this question on LinkedIn - “Calling all CISOs and cyber security pros: just for fun, I’d love to know the first time you spot a slide that references the CapitalOne hack”Well, the post went viral and the comments came in hot and heavy. Not surprising, Nathan is NOT a big fan of t...2019-11-1226 minMarketing InSecurityMiS011: Winning the War for Cybersecurity Marketing TalentArmen Najarian is the CMO of Agari, the next generation secure email cloud. A relative newcomer to Cybersecurity, that didn’t stop Armen from leading ThreatMetrix as CMO to an $830M acquisition by RelexGroup/LexisNexis. Armen says that when he got started in Cybersecurity, he thought, “Wow, this is fricking cool” With so much investment and opportunity in Cybersecurity, building the right team is a huge challenge for CMOs. Armen and I chat about his 3 keys to successful team building and scaling; Attacting, Motivating and Retaining, and he shares his successful strategies across all three of these. If you’re building a t...2019-09-2428 minMarketing InSecurityMiS010: Scaling Up - Transitioning Your SMB Go To Market to the EnterpriseDavid Gee has over 20 years as a technology marketer - early in his career, David worked on Java and IBM and Sun, productized Yahoo! technology for the enterprise and led the marketing teams for HP's $3bn software and $20bn services businesses. in 2011 David left big tech to join Infoblox as CMO through their IPO and 4x the revenue, and CMO of Zuora in their run up to IPO and has been CMO at Imperva since January 2018 during which time we took the company private in a $2.1bn acquisition by Thoma Bravo.Away from the office David’s a technology tin...2019-08-0628 minMarketing InSecurityMiS009: Investor Perspective - Getting Beyond Protect, Monitor, and Secure; Story, Category, and SuccessI’ve know Martina Lauchengco for more than 2 decades, and she is one of the smartest product marketers there is. As the Marketing Operating Partner at Costanoa Ventures she advises the firm’s portfolio on everything go to market. Costanoa’s security investments include BugCrown, Elevate Security, Kenna Security and others. Martina and I talk about what it takes to be a successful start-up marketing and what investors look for in go to market approaches and investments.If you’re 3 pillar messages are “Protect, Monitor, Secure” than Martina will tell you you are in good company, in a bad way! Martina...2019-07-2329 minMarketing InSecurityMiS008: "Hi Mom, I'm on the Today Show" with Symantec's Varun KohliVery few marketers of any kind, let alone Cybersecurity ones, can claim an appearance of the Today Show under their belt, but my guest Varun Kholi of Symantec can.Varun shares the story of how he got his then small start up Skycure featured on the national broadcast along with some great tips on how to make your story more accessible to a broader audience, and what it takes to succeed in companies as small as a few handfuls and as big as HP and Symantec, and how you navigate your career and change your approach. You can see...2019-07-0927 minMarketing InSecurityMiS007: From Dogma to Data - How Research Can Change Your Go To MarketListen in as Dr. Wade Baker and I talk about the origins and challenges of producing the very first of the Verizon Data Breach and Incident Reports (DBIR) in 2008. That experience taught Wade, who is a founding partner with the Cyentia Institute, a security research and data analysis firm, and who doubles as a professor in Virginia Tech’s College of Business while also serving on the Advisory Boards of the RSA Conference and FAIR Institute, the value in sharing and marketing data in the cybersecurity marketplace. It eventually led to the Cyentia Institute, where Wayne and his team he...2019-06-1829 minMarketing InSecurityMiS006: Batsh-t Crazy - The First Crypto Wars, Stoner Bike Messengers, and the End of Cold StorageA throwback to the early days of RSA all the way to the wild west of today’s Cryptocurrency craze with Brian Spector. Brian is the founder of Qredo, a disruptive and ambitious startup disrupting what he calls the “Batsh-t” crazy world of crypto-asset storage. (Disclaimer - I am on Qredo’s advisory board)Brian has been doing cryptography and security related jobs since the days of the first Crypto war between the NSA and RSA over the “Clipper Chip”. Brian talks about everything from the 200 person RSA conference (#2, he missed #1) with Grandmaster Flash performing to the wild west of the explod...2019-06-0635 min
The Sales EvangelistKen Rutsky | Why Assessing Value is not as simple as it sounds, and how companies often get this wrongValue is in the eye of the buyer, and because assessing value is not as simple as it sounds, companies often get this wrong. Ken Rutsky specializes in helping companies tell their story in a way that connects it to the customer. He says that value is all connected to the stories we tell. Defining value We're trying to sell something. Essentially what we're doing is making a trade of the two things they value the most in order of least to more. Money is the thing everybody values, but often buyers value their time even...2019-05-3100 min
The Sales EvangelistTSE 1106: Why Assessing Value is Not As Simple As It Sounds, and How Companies Often Get This WrongValue is in the eye of the buyer, and because assessing value is not as simple as it sounds, companies often get this wrong. Ken Rutsky specializes in helping companies tell their story in a way that connects it to the customer. He says that value is all connected to the stories we tell. Defining […]
The post TSE 1106: Why Assessing Value is Not As Simple As It Sounds, and How Companies Often Get This Wrong appeared first on The Sales Evangelist.2019-05-3128 min
Marketing InSecurityMiS005: From Idea to Product to ScaleIn this chat I welcome Nathan Burke to the show. Nathan is the Chief Marketing Officer at Axonius, a company solving what he calls “the least sexy part of cybersecurity” - asset management. Axonius was the winner of the 2019 RSAC Innovation Sandbox, and was named SC Magazine's Rookie Security Company of the Year. Nathan is passionate about bringing new technologies to market to solve real problems. And he must be, because Axonious is now his third cybersecurity startup. Nathan and I have a great chat about his concept of matching your marketing to phase, from Idea, to Product, to Scale...2019-05-2132 min
The Entrepreneur Way1193: Telling Your Story in a Way That Makes Your Customers the Hero with Ken Rutsky Founder and Owner of Cybersecurity Go To Market DojoKen Rutsky is a renowned specialist in achieving and growing market leadership, and has advised a range of B2B companies. His new book is Launching to Leading: How B2B Market Leaders Create Flashmobs, Marshal Parades, and Ignite Movements. “know that you are on a journey, whether the ups and downs, don’t get too high on the ups, don’t get me down on the Downs, and keep the faith”…[Listen for More] Click Here for Show Notes To Listen or to Get the Show Notes go to https://wp.me/p6Tf4b-6Zr2019-05-0900 min
Marketing InSecurityMiS001: From Teamwork to Story and Back AgainIn this episode I am joined by Vasu Jakkal. As FireEye Executive Vice President and Chief Marketing Officer, Vasu oversees the company’s global marketing organization. She joined FireEye in September 2017, bringing 18 years of technology industry experience, including senior management roles at Brocade, LSI and Intel. Vasu loves SciFi and her motto is nicely summed up in the hashtag, #changetheworld (not #savetheworld as you will hear me say!) which you will see on just about all of her social media posts. From the value of diverse teams to the power of storytelling and the age old question of whether yo...2019-05-0334 min
Marketing InSecurityMiS004: Cybersecurity Content Marketing Dos and Don'tsIn this episode I am joined by Tim Matthews, the CMO at Exabeam. Prior to Exabeam, Tim has held senior marketing positions at some of the most well known names in cyber including Imperva, Symantec, PGP, and RSA. When Tim is not working, doing crossword puzzles or golfing, somehow he finds time to blog and even to write books, including “The Professional Marketer”, which he calls “the complete guide to the essential skills every marketer needs to master” Tim and I talk about everything from the dawn of the internet, to explaining private key/public key encryption (Can you?) to conte...2019-05-0327 min
Marketing InSecurityMiS003: Start Your Marketing Engines - A Cyber Founder's PerspectiveIn this episode I am joined by Masha Sedova. Masha is an industry-recognized people-security expert, speaker and trainer focused on engaging people to be key elements of secure organizations. She is the co-founder of Elevate Security delivering the first people-centric security platform that leverages behavioral-science to transform employees into security superhumans. Masha and I talk about everything from the her being “surrounded by dudes” in her first cybersecurity job to the challenges of reaching CISO, secret slack channels, what she thinks is “broken” in cybersecurity marketing and how to fix it. And her view on hiring from outside of Cybersec...2019-05-0330 min
Marketing InSecurityMiS002: Getting Coverage in a Noisy MarketListen in as I chat with Scott Gordon, Marketing Officer at Pulse Secure. Scott and I have a great exchange about how to break through in the crowded PR landscape, how to measure outcomes, hold agencies to account and much much more. Scott has some great tips on “Organizing for coverage” which you won’t want to miss. And yes, we make Scott chose between the “Boss” the “Piano Man”. Scott has built and managed global marketing, product marketing, product management, and inside sales / sales development organizations at security and infrastructure startups and mid size orgs including Forescout, AccelOps (acq by Fortine...2019-05-0329 min
marketing – Jay IzsoTake Your Marketing to the Next Level – Launching to Leading – Ken Rutsky – AND 33The world is in constant change. And when it come to marketing there is no doubt that there is an ever changing world to overcome if you want to be successful as a business. If you own a business or are the CEO of one, you know that one of your biggest headaches is marketing. First, like most owners and CEO’s the one thing they know for sure is that the marketing branch of their business does one thing really well…spend someone elses’s money. For many it is a necessary evil that affects the over all budget. W...2019-02-081h 01
Ken Rutsky - How B2B Market Leaders Create Flashmobs and Ignite Movements.Ken Rutsky is an author, blogger, keynote speaker, and B2B marketing consultant with over 30 years of industry experience. A renowned specialist in achieving and growing market leadership, he has advised a range of B2B companies, including Cisco, FireEye, Lee Hecht Harrison, and such venture capital funded high-growth startups as Jumio and Skyhigh Networks. His new book isLaunching to Leading: How B2B Market Leaders Create Flashmobs, Marshal Parades, and Ignite Movements. Learn more at kenrutsky.com.
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Con...2019-02-0533 minB2B Revenue Acceleration6: How To Tell Your B2B Brand’s Story w/ Ken RutskyBreaking through the noise in a loud and crowded market is tough. How do you make sure your messaging is being heard in a sea of competition? Ken Rutsky, the author of Launching to Leading: How B2B Market Leaders Create Flashmobs, Marshal Parades and Ignite Movements has created an 8-layer cake for B2B messaging that helps brands tell their story and stand out. He spent many years in product marketing in Silicon Valley, and he specialized in security, infrastructure, and business applications in the sales & marketing automation space. Now he helps companies define their message clearly. Ken shows b...2018-08-0121 min
Onward NationChange is driven by the mentee, with Ken RutskyKen Rutsky and has spent nearly 25-years in B2B marketing roles, launching the “Intel Inside” broadcast co-op program in 1994 and then the Internet’s first affiliate marketing program, Netscape Now, while at Netscape from 1995 to 1999. Ken also ran network-security marketing at McAfee, where he developed and executed a marketing strategy that grew its web security business from $60 million to nearly $200 million. Today, Ken’s firm helps clients lead their markets. He is also the author of the book, “LAUNCHING TO LEADING: How B2B Market Leaders Create Flash Mobs, Marshal Parades, And Ignite Movements”. You may remember Ken and the wisd...2018-01-0400 min
School for Startups RadioJune 2, 2017 Launching to Leading Ken Rutsky & Grow w a Virtual Assistant Lyndsay PhillipsJune 2, 2017 Launching to Leading Ken Rutsky & Grow w a Virtual Assistant Lyndsay Phillips2017-06-0554 min
Focus Is Your Friend: How to double down on marketing that mattersEpisode 58: Get Your Mindset Right, with Ken RutskyKen helps B2B growth company executives in sales, marketing, and the C-Suite to breakthrough, achieve, and grow market leadership in new and existing markets. His clients not only lead, they improve key sales and marketing metrics like leads to revenue and opportunities to close. Ken has spent 20+ years in B2B marketing roles, launching the Intel Inside broadcast co-op program in 1991 and the Internet’s first affiliate marketing program, Netscape Now, at Netscape from 1995-99; has been CMO at several start-ups; and has run network security marketing at McAfee. In the 7 years of his co...2017-05-3027 min
The Marketing CloudcastThe Hero's Journey: How to Market Your Small Biz from Launching to LeadingKen Rutsky, B2B marketing consultant and author of Launching to Leading, joins the Marketing Cloudcast. In your marketing, who’s the hero: your company or your customer? Listen as Ken explains how to craft a viewpoint that positions your customers as the real heroes, with plenty of practical steps to grow your startup from its earliest phases to true market leadership. Hear tips on communicating your value through experiences, facilitating an Apple-esque buyer journey, and much more. Resources for this episode: Ken's book: http://sforce.co/KenLaunch Subscribe to the Cloudcast: http://sfo...2017-05-1700 min
The Self-Employed Life290: Ken Rutsky- Your Customer’s Story is Your Business How do you ensure your business is really doing the most it can for your customer's needs? Are you taking the right approach? Are you being insightful and innovative? Ken Rutsky joins us to tell exactly how to achieve all these key factors, and more. Ken Rutsky shares his insight on how the value of your business fits into your customer’s story, as well as their own reality. Ken is a marketing consultant that helps his clients tell their stories! He is the author of “Launching to Leading: How B2B Market Leaders Create Flash Mobs, Mart...2017-04-1239 minOnward NationEpisode 458: Launching to leading, with Ken Rutsky.Ken Rutsky is the author of the new book, “LAUNCHING TO LEADING: How B2B Market Leaders Create Flash Mobs, Marshal Parades, And Ignite Movements.” Ken is also a B2B marketing consultant focused on helping his clients break through and become market leaders. He has spent nearly 25 years in B2B marketing roles, launching the “Intel Inside” broadcast co-op program in 1994 and then the Internet’s first affiliate marketing program, Netscape Now, while at Netscape from 1995 to 1999. Since then, Ken served as the CMO at several start-ups and ran network-security marketing at McAfee, where he developed and executed a marketin...2017-03-2700 min
The Marketing Book Podcast109 Launching to Leading by Ken Rutsky"Launching to Leading: How B2B Market Leaders Create Flashmobs, Marshal Parades and Ignite Movements" by Ken Rutsky Click here to view the show notes! https://www.salesartillery.com/marketing-book-podcast/launching-to-leading-ken-rutsky2017-02-1037 min