Back on T-R-A-C-K

Product-led growth (PLG) in enterprise cybersecurity rarely follows the traditional B2B playbook. Rather than using self-serve trials to adopt software independently, security practitioners often use frictionless trials simply to validate marketing claims before requesting a guided demo. True growth requires combining a streamlined product validation flow with a bold, distinct brand identity that breaks through industry noise.
What We Dive Into:
  • The Reality of PLG in Cybersecurity: Why traditional, unguided self-serve flows fail in high-trust, complex environments—and why trials often act as "claim validation" rather than hands-on adoption.
  • The "Guided Trial" Motion: How repositioning the sales role from traditional selling to technical enablement helps buyers save time and navigate complex setup requirements.
  • Middle-of-Funnel Conversion Tools: How interactive product tours (using tools like Navattic) bridge the gap between initial brand awareness and trial sign-ups for modern, low-attention buyers.
  • Building a Defensible Brand: The strategic process of condensing a company's core value into a simple, defensible message (e.g., "Controlling Complexity").
  • Human-Centered Campaign Strategy: How partnering with non-traditional figures like Simone Biles elevated brand recall far beyond standard cybersecurity tropes ("hackers in hoodies").

What is Back on T-R-A-C-K?

Back on T-R-A-C-K (formerly Tea Time with Tech Marketing Leaders) is where founders learn how to build a true marketing growth engine — one that runs smoothly, scales sustainably, and supports the business you actually want to lead.

After hundreds of conversations with marketing leaders on Tea Time, one truth kept surfacing: too many founders are stuck chasing what’s shiny and new instead of strengthening the systems that create consistent, compounding growth.

Back on T-R-A-C-K is your reset. Join me and a lineup of fractional marketing leaders and founders who’ve paved the way — or are finding it in real time — as we share honest stories, practical strategies, and proven frameworks to help you get clarity, build momentum, and stay the course. Because growth doesn’t come from doing more — it comes from getting back on track.