WTF Did I Just Read? Tech Sales & Marketing Edition

48. Treating Security Practitioners Like China Dolls → Effective Customer Engagement

In this episode of WTFDIJR, Chris, Dani, and Maria are uncovering:
The challenges in accessing customer insights for marketing, strategies for effective sales discovery, and the importance of collaboration between sales and marketing teams. They highlight the need for a strategic approach in customer engagement and internal collaboration to ensure the creation of effective marketing content and efficient sales processes.
Key Takeaways:
Accessing Customer Insights: A major challenge for marketers is gaining access to customers post-sale to gather insights. This is crucial for creating relevant and resonant content. Sales teams sometimes hesitate to facilitate this access, fearing overburdening the customer.
Effective Sales Discovery: For sales professionals, effective discovery is key. This involves understanding customer needs and aligning them with product offerings. Marketers can assist by providing sales teams with the right questions to extract valuable insights during the discovery process.
Collaboration Between Sales and Marketing: The importance of collaboration and open communication between sales and marketing cannot be overstated. Sales teams need to understand the value of marketing’s role in creating content that resonates with customers and drives demand.
Realistic Expectations with Customers: Setting realistic expectations with customers, especially those who aren’t advocates, is essential. It's about understanding the customer's willingness to engage in post-sales activities like case studies or feedback sessions.
Handling Rejections for Customer Access: When faced with rejection from sales teams to access customers, it’s important to communicate the necessity of customer insights for content creation and to explore alternative ways to gather this information, such as attending industry events.
Horror Experiences with Vendor Requests: Excessive requests from vendors can be overwhelming for customers. A balance needs to be struck in how often and for what purposes customers are approached post-sale.
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47. We Should Celebrate the Worst in Cybersecurity Sales and Marketing! [Hold Our Beers.]

In this episode of WTFDIJR, Chris, Dani, and Maria are uncovering:
The opportunity for salespeople in Q1 2024. They mention the importance of understanding the specific needs of each company and tailoring the conversation accordingly to remain relevant even when budgets are largely decided. They also discuss the potential for selling SaaS products versus services and the importance of recognizing the maturity level of a company's security program. They also discuss the idea of hosting an annual awards ceremony to recognize the best and worst in the industry. Stay tuned for some hilarious categories and nominations!
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Quickly and easily submit an ineffective email, social media post, website landing page, event message, or digital ad to 📧 dani@wtfdidijustread.com. We will provide an alternative and better approach live on the show.

46. When Vendor Gift Unboxing Goes Wrong, Do This + Embracing Cultures

In this episode of WTFDIJR, Chris, Dani, and Maria are uncovering:
The challenges of creating useful and reliable content in the cybersecurity industry. They emphasize the importance of transparency, diversity, and language in building trust with potential buyers and practitioners. They also touch on the issue of gated content and the need for authenticity in marketing efforts. The conversation highlights the importance of understanding the target audience and tailoring content to meet their needs and expectations.
Key Takeaways:
Navigating Foreign Business in the U.S.: Establishing trust when dealing with foreign products or companies in the U.S. market is complex. Concerns about data handling, code security, and company operations need to be addressed transparently.
Importance of Diversity: The episode emphasizes the value of diversity in the tech industry. Companies are encouraged to demonstrate inclusivity and societal contributions, going beyond just their core business.
Code Security Concerns: For cybersecurity products developed abroad, concerns like backdoor coding need to be addressed. Companies are advised to conduct rigorous third-party code reviews and maintain transparency about their coding and data handling processes.
Cultural Adaptation: Adapting to local cultures, particularly in communication and business operations, is crucial for international companies. The conversation highlights how nuances in language and business practices can impact trust and relationships.
Embracing Cultural Differences: Chris advocates for a broader acceptance and understanding of different cultures within the tech industry, suggesting that this diversity can bring more humanity to the digital world.
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Quickly and easily submit an ineffective email, social media post, website landing page, event message, or digital ad to 📧 dani@wtfdidijustread.com. We will provide an alternative and better approach live on the show.

45. Unsolicited (And Empty) Gifts, Environmental Waste, Lack of Personalization, and It’s Brand Impact

In this episode of WTFDIJR, recorded live from Cyber Marketing Con in Austin, Texas, Chris, Dani, Maria, and our guest panel from the Con are uncovering:
Strategies for effective brand communication, the significance of personalizing marketing efforts, and the challenges of standing out in the saturated cybersecurity market. Key topics include the role of social media, the importance of content quality, and the dynamics between sales and marketing teams.
Key Takeaways:
Content Strategy and Repurposing: Utilizing infographics, images, and videos for bite-sized content on social media is key. Repurposing content to make it accessible and engaging is crucial, especially considering the limited attention span of audiences.
Sales and Marketing Alignment: The episode highlights the need for alignment between sales and marketing teams. The hosts discuss the effectiveness of different outreach strategies and the importance of understanding the target audience.
Personalization and Authenticity: Emphasizing the need for genuine connections, the panel discusses the importance of personalizing marketing efforts and avoiding generic or automated messages.
Brand Communication: A strong focus is placed on how companies communicate their brand values and offerings. The panel stresses the need for clarity in messaging and avoiding jargon or acronyms that may confuse potential customers.
Understanding Buyer Behavior: Recognizing that buyers are increasingly sophisticated and conduct extensive research before engaging with brands. Companies should provide valuable and relevant content to meet the needs of informed customers.
Environmental Consciousness in Marketing: The episode touches upon the environmental impact of marketing materials and the importance of thoughtful, sustainable practices.
Using Humor and Relatability: The panel unveils relatable anecdotes to make complex topics more approachable and engaging for their audience.
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44. The Top 16(ish) Outreach Methods That Piss Off Security Pros

In this episode of WTFDIJR, Chris, Dani, and Maria are uncovering:
The top 16(ish) outreach methods that are ineffective when it comes to communicating with security practitioners online and offer tips for improvement.. They also talk about the challenges and nuances of communicating across various departments and stakeholders, including security teams, development teams, boards, etc. The conversation shifts towards understanding the changing dynamics in buyer-seller interactions and the need for authenticity and transparency in sales pitches.
Key takeaways:
Avoid Common Outreach Mistakes: Sales emails should be concise, relevant, and personalized. Avoid generic, overly promotional, or irrelevant messages.
Understand Your Audience: Tailor your communication style and content to suit different audiences, whether it's technical teams, executives, or non-technical staff.
Changing Buyer Dynamics: Buyers are now more informed and selective. Sales teams need to recognize this shift and adapt their strategies accordingly.
Transparency and Collaboration: Open and honest communication between buyers and sellers leads to more effective partnerships. Sharing key information like budgets and objectives can streamline the process.
Selling Your Brand: The importance of personal branding in the tech industry should not be overlooked. Understanding how to effectively present and position oneself can be beneficial in career growth and networking.
Continuous Learning: Both tech professionals and sales/marketing teams need to stay updated with industry trends and changes to communicate effectively and offer relevant solutions.
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Victim of a crappy marketing or sales message?
Quickly and easily submit an ineffective email, social media post, website landing page, event message, or digital ad to 📧 dani@wtfdidijustread.com. We will provide an alternative and better approach live on the show.

43. Industry Pessimism, Skepticism, Finger Pointing, and Blame Games

In this episode of WTFDIJR, Chris, Dani, and Maria are uncovering:
The issue of pessimism in the cybersecurity industry. The episode uncovers how professionals often engage in finger-pointing and blaming vendors, management, and cybersecurity practitioners for various industry challenges. The conversation suggests that instead of indulging in the blame game, there should be a focus on constructive solutions, effective communication, and a willingness to collaborate across different sectors. This approach can lead to more productive outcomes and a healthier industry environment.
Key takeaways:
Impact of Pessimism in the Industry: Dani, Maria and Chris discuss the prevalence of pessimism within the tech industry and explore ways to address and mitigate this mindset.
Vendor Relationships and Trust: Maria and Chris discuss the significance of building trust and genuine relationships between vendors and clients, rather than relying solely on aggressive sales tactics.
Budget Planning and Purchasing Decisions: Chris shared about how annual budget planning can influence purchasing decisions in companies, underscoring the need for thoughtful planning and resource allocation.
Cybersecurity Focus: The episode covers the importance of vendor credibility, the impact of cybersecurity tools on organizational resilience, and the challenges of keeping up with evolving threats.
Buyer-Seller Dynamics: Maria and Chris touches on the need for sellers to understand the buyer's perspective, focusing on outcomes and risk management rather than just technical features.
Practical Advice for Buyers and Sellers: The episode ties in practical advice for both buyers and sellers in the tech industry, emphasizing communication, understanding customer needs, and the importance of a balanced approach to technology adoption and implementation.
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Victim of a crappy marketing or sales message?
Quickly and easily submit an ineffective email, social media post, website landing page, event message, or digital ad to 📧 dani@wtfdidijustread.com. We will provide an alternative and better approach live on the show.

42. Auto-Dialers, Fake LinkedIn Aliases, And Snowflakes

In this episode of WTFDIJR, Chris and Dani are uncovering:
Exciting news! Let us introduce our new co-host, Maria Graham! We discuss the impacts of using humor or controversial tactics in sales outreach.
Key Takeaways:
Importance of Ethical Sales Practices: Using deceptive practices like local number spoofing or misleading emails can erode trust and damage a brand's reputation.
Using Humor in Sales Outreach: The episode highlights the fine line in using humor for sales outreach. It's crucial to understand the audience and industry nuances. In cybersecurity, using humor requires careful consideration and should be avoided in cold outreach. Personal relationships and context matter when employing humor.
Discussion on a Controversial Marketing Tactic: Dani, Chris, Maria and Clark Barron critique a marketing strategy by Lavender, involving hypothetical cold outreach emails that appeared insensitive and unprofessional. The response from Lavender to the criticism was also discussed, highlighting the need for professional and respectful communication.
Impact on Upcoming Sales Professionals: The episode stresses how such negative examples can mislead new entrants in the field, setting a poor standard for them to follow.
Call for Responsible Marketing: Dani, Chris and Maria call on companies to vet their strategies and understand the impact of their messaging on the audience. It's important for companies to realize their social media presence and content reflect on their corporate culture and values.
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Quickly and easily submit an ineffective email, social media post, website landing page, event message, or digital ad to 📧 dani@wtfdidijustread.com. We will provide an alternative and better approach live on the show.

41. Live From The Black Hat MEA Floor + Fun Song Friday with Special Guest Daniel Moses

In this episode of WTFDIJR, Chris and Dani are uncovering:
Cultural diversity and effective strategies for engaging with CISOs and other decision-makers in the industry.
Key Takeaways:
Cultural Sensitivity and Respect: The episode highlights the importance of respecting different cultures and environments, especially when attending international conferences like Black Hat MEA. It underscores how dress codes and professional behavior can level the playing field and foster respect among participants.
Reading the Room and Building Relationships: Both Chris and Daniel stress the need to understand the person behind the professional title. They discuss strategies for engaging in meaningful conversations, rather than focusing solely on sales or business objectives.
Unique Approaches to Engagement: Daniel shares his innovative approach, "Fun Song Fridays," which uses humor and creativity to break the monotony of typical sales pitches. This approach demonstrates the importance of effort and context in communication.
Navigating Conversations with Decision-Makers: The episode delves into the nuances of communicating with CISOs and other executives. Dani and Chris discuss balancing the need for sales with the importance of building genuine relationships and respecting boundaries.
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Quickly and easily submit an ineffective email, social media post, website landing page, event message, or digital ad to 📧 dani@wtfdidijustread.com. We will provide an alternative and better approach live on the show.

40. We’ll Stop The People With The Hoodies (But Your Ass Is Owned If You Sign This Contract)

In this episode of WTFDIJR, Chris and Dani are uncovering:
The power of words, accountability in vendor-client relationships, and navigating social media as professionals. Chris and Dani discuss the importance of authentic engagement, respecting diversity in holiday celebrations, and the challenges of making connections in an increasingly digital world.
Key Takeaways:
Navigating Holiday Seasons in Professional Settings: The holiday season presents a challenge for sales and marketing professionals in terms of timing and messaging. It’s important to respect the diversity of holiday traditions and not make assumptions about what someone celebrates.
Power and Responsibility of Words: Words hold immense power, especially in sales and marketing. Chris emphasizes the need to use words wisely, avoiding absolutes and overpromises. This extends to social media posts and how professionals present themselves online.
Accountability in Vendor-Client Relationships: There is often a discrepancy between what is promised by vendors and what is legally covered in terms and conditions. A balance needs to be struck where vendors provide realistic expectations and take responsibility for their products and services, while clients also maintain their end of the agreement.
Encouraging Respectful Dialogue: In discussions, especially on contentious topics, it's important to engage respectfully and be open to different perspectives. Digital communication often lacks the nuances of face-to-face interaction, so it’s vital to approach conversations with empathy and understanding.
Preconceptions and Biases: Sales and marketing professionals should be aware of their preconceptions and biases when engaging with others. Understanding that titles and roles don’t fully define a person can lead to more meaningful and productive interactions.
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Victim of a crappy marketing or sales message?
Quickly and easily submit an ineffective email, social media post, website landing page, event message, or digital ad to 📧 dani@wtfdidijustread.com. We will provide an alternative and better approach live on the show.

39. When Did 7AM Cold Calls Turn Into Webinar Invites?

In this episode of WTFDIJR, Chris and Dani are uncovering:
The negative impact of unsolicited calls, especially at inappropriate times (like a 7AM call to a personal number), how they are intrusive and can lead to negative perceptions of the company. Chris and Dani suggest in the episode that researching and understanding the potential client's preferred communication channels and time zones is essential for effective and respectful outreach.
Key Takeaways:
Ethics in Tech Sales and Marketing: Sales approaches that feel like bribery or manipulation are not only ineffective but can also harm a company's reputation. Genuine, ethical engagement is crucial.
Building Relationships: This involves understanding the person, their needs, and their expertise, rather than using generic sales pitches or mass emails.
Approaching for Advisory Roles: When inviting someone for an advisory role, the approach should be personalized and well-researched. It's more about knowing the individual and less about offering incentives or creating a sense of urgency.
Feedback Sessions and Think Tanks: For feedback sessions or think tanks, a diverse set of opinions is valuable. It's beneficial to have a mix of technical, financial, operational, and strategic perspectives.
Compensation for Advisory Roles: Compensation for advisory roles can be in the form of stipends or stock options. The key is transparency and setting clear expectations about the role and its requirements.
Importance of Personal Time: Taking time for personal well-being is essential. Burnout is a real issue, and it's important to find ways to decompress and relax.
The Power of Human Connection: Genuine human connection in professional engagements leads to more fruitful and rewarding relationships.
Listening and Adapting: Companies that listen to feedback and adapt their products or services accordingly are more likely to succeed. This includes paying attention to aspects like accessibility and user experience.
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Victim of a crappy marketing or sales message?
Quickly and easily submit an ineffective email, social media post, website landing page, event message, or digital ad to 📧 dani@wtfdidijustread.com. We will provide an alternative and better approach live on the show.