{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Random Access Memories","title":"Why Your Cyber Marketing Sucks | George Kamide, Head of Community and Content, CISO Society","html":"<iframe width=\"100%\" height=\"180\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://share.transistor.fm/e/ec523ef7\"></iframe>","width":"100%","height":180,"duration":1269,"description":"Cybersecurity buyers have changed, while a lot of cybersecurity marketing…stayed in 2016. 😬\n\nIn this Random Access Memories Special, George Kamide and Jake Bernardes get into why so much cyber marketing still relies on the same tactics, assumptions, and messaging that worked years ago, even as the people buying security have become more informed, more connected, and much more skeptical.\nGeorge’s diagnosis is simple: there is a fear of original thought. Too many companies default to FUD, cold outreach, giant event spends, and category language that sounds nothing like the way customers actually describe the problem they are trying to solve. Meanwhile, buyers are comparing vendors, sharing experiences, and forming opinions in communities and conversations where the vendor is not even present.\n\nFor founders and marketers, George’s advice is less about doing more and more about paying closer attention. Become a fanatical anthropologist of your customers. Learn how they talk about your product when you are not in the room. Understand where they actually discover new technology, why they chose you, and what they tell their peers after the sale.\n\nBecause the best product does not automatically win, more badge scans do not automatically create demand, and louder marketing does not fix messaging that never understood the buyer in the first place.\n\nIn this special\nWhy cyber marketing has a fear of original thought\nHow buyer behavior changed while vendor tactics stayed largely the same\nWhy FUD and cold outreach increasingly miss the mark\nWhat early-stage companies should learn from their first customers\nWhy customer language matters more than category jargon\nThe real value of major event spend and badge scans\nWhy reputation, service, and the people behind the product shape buying decisions","thumbnail_url":"https://img.transistorcdn.com/AgTc_ajuZymV7B6Is4iwonkllAQv6bMTNgmQnuJEL_A/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS84NGMz/OWQxZDMwZjBiYjQx/ODZlYjc3ZjJlN2Jk/YzM5Yy5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}