How to Choose the Right Content Pillars to Prioritize
Your content marketing strategy is a key factor in your long-term marketing success. If you get your content right, you’ll continue to see returns on it even years into the future. The best topics, or content pillars, cover general, evergreen topics that will perform well on SERP pages for a long time. How can you […]
6 Types of GTM Strategies for Businesses
Maybe your company is releasing a product completely different from anything you’ve released. Perhaps you’re entering a market you’re not experienced in and hoping to convert customers you’re not used to talking to. In either case, you could be unsure how to market yourself and get the revenue flowing quickly. The faster you can figure […]
A Guide to Lead Generation for SASE Vendors
As SASE continues to expand into the wider consciousness of businesses worldwide, SASE vendors are emerging and promising unique solutions everywhere. Gartner predicts that by 2024, “30% of enterprises will adopt cloud-delivered SWG, CASB, ZTNA, and branch office firewall as a service (FWaaS) capabilities from the same vendor.” To keep up in the coming melee, […]
How to Build a Winning Cybersecurity Go-to-Market Strategy
Go-to-market isn’t just the process of designing a marketing strategy for a new product. Nor can it be boiled down to the process you’ll use when promoting a new feature or entering a new market. Instead, your GTM motion should be viewed as a set of heuristics your company follows whenever you create a new […]
7 Tips to Sell Network Security Products Better
There are many companies promising dreams of 100% effective security measures that can stop all breaches. On top of this, many SMBs don’t understand the value of cybersecurity measures and are unwilling to spend money on a problem they can’t perceive. To become great at selling network security products, you’ll need to: Overcome widespread beliefs […]
6 Useful Steps to Selling NaaS Demos
Your sales team has successfully scheduled a demo with a large client for whom your company can offer an efficient solution. It’s a little win that can often feel like a big one. At this critical juncture, your biggest need is to present your product as the solution their company has been waiting for. This […]
What is Demand Capture?
A powerful tool for B2B marketers and sales teams, demand capture is a method of understanding who your ideal customers are, what they need, and how to target them. Believe it or not, roughly 79% of all marketing leads never convert into sales opportunities. Why? Because too often, brands focus their attention on the wrong […]
Content Taxonomy: Definition, Benefits, and More
Content marketing is a non-negotiable in today’s business world. Unfortunately, the problem that most content marketers face is creating content for the sake of creating content. This is problematic for several reasons. First, it leads to content that easily gets lost in the sea of information online. Second, it makes the content seem less authentic […]
6 Account-Based Marketing Challenges (+ Solutions)
Account-based marketing (ABM) allows B2B marketers and sales professionals to target key accounts and drive revenue. However, there are a few challenges that come with implementing an ABM strategy. From lack of data to inefficient processes, B2B teams need to be aware of the hurdles they could face when launching an ABM campaign. In this […]
Account-Based Marketing Pros and Cons You Should Know
Account-based marketing (ABM) is a powerful strategy for B2B companies, but it’s not without its disadvantages. Before you invest in an ABM strategy, it’s essential to understand the pros and cons of this approach. By weighing up the positives and negatives of ABM, you can decide whether it’s worth investing in for your business. Account-Based […]