On episode 42 of The Tech That Connects Us John Clifton and Jake Sparkes were joined by global Cyber marketing expert Reuben Braham.
In the episode, we heard Reubens thoughts on the marketing trends that are emerging in the cyber industry.
“Anything that we talk about regarding marketing trends, is actually a bit different to what we’d be talking about 18 or 19 months ago before we had the COVID 19 pandemic.
Before the pandemic, it was different because we could travel and meet people face to face and be present. What I’m seeing now is that the world is ready for a more hybrid model of business, so our marketing needs need to focus on gearing up and being part of the virtual events and conversations, we’re having over Zoom right now. It’s something that is now more acceptable even for business meetings with CEOs, CMOs etc. So, we have to be ready for a hybrid business model.
On the other side, we need to understand that people are going to be hit with a lot of virtual requests and that ‘Zoom fatique’ is real. All the different vendors and suppliers will want to have virtual briefings which will start to take its toll on our customers.
The best strategies I’m seeing currently are around creating thought leadership content that can be circulated to your target audience, companies need to be building more blogs, building more thought leadership content and educating your market.
When you’re building content you should be focusing on your perfect customers, understanding their pain points and doing your best to help them by being consultative with your approach.
As a marketing department, you must be doing targeted research, and then use an account-based marketing approach, not just a shotgun approach trying to hit everybody. If you can build a library of very good content that can educate your audience and continue to educate them then that’s something that will have a massive impact on your business.
In my first 6 months at Cyberint, our first task has been to build up our content library, I really believe that creating great engaging content will work wonders for not only engaging with your current and potential clients, but it’ll really help with our website SEO. Once you’ve built up that library of content potential customers will understand that you’re a player in the marketing, and they’ll start to differentiate your business from the competition.
Virtual meetings and virtual events are starting to have their toll on people, and people would rather consume content at their leisure rather than at a set time.
There’s also a lot to be said too for building out good automation and allowing 70-80% of your customers journey to be done through marketing automation. The more content you can give your potential client the more they’ll know about you and the more they’ll see you as the business to work with over your competition.”
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