Marketing Cyber Security Software through Account Based Marketing

Marketing Cyber Security Software through Account Based Marketing


Mike Volpe is the Chief Marketing Officer at Cybereason. I’ve had the privilege of knowing Mike for about ten years, and I consider him to be one of the brightest marketing minds. He combines inbound content, SEO, video, podcast and traditional marketing with account based marketing strategies to support the sales efforts at his current company, Cybereason.

Mike is a very hands-on marketing executive. As a member of the founding team and CMO at HubSpot, he drove their growth from zero to 1,000 employees and 15,000 plus customers, as well as a successful IPO. Mike is also an angel investor, advisor, or board member at more than 25 companies, primarily software startups in Boston. On this episode, we discuss how Cybereason’s marketing and sales teams work together leveraging an integrated approach. We even talk a little bit about some offline marketing tactics that you don’t hear a lot about in today’s digital marketing landscape.

Learn how @mvolpe uses integrated approach w/ inbound & outbound #marketing @cybereason @bernieborgesClick To Tweet

A Mix of Inbound and Outbound Marketing

Cybereason is a cybersecurity software company that gives their customers a greater advantage when fighting against modern threats. They use artificial intelligence to detect patterns of bad behavior. Mike mentioned that the software is a spin off from the Israeli Intelligence Cyber Division.

Cybereason targets multiple personas, and because of this, they use an account based strategy to map out their game plan accordingly. Their target personas include the Chief Security Officer at Fortune 1000 companies, the Director of Security Operations Center (SOC), security analysts, etc. Most of their deals are in the six and seven figures.

When Mike first joined Cybereason the relationship between marketing and sales was broken. Shortly after Mike started, a new head of sales was hired, and the two are working together closely. Instead of having individual meetings, Mike (CMO) and the Chief Revenue Officer (CRO) meet with the CEO together to have sales and marketing meetings. They also hold joint meetings to discuss the sales pipeline and lead generation goals and account based marketing plans.

Some traditional marketing tactics still work for Cybereason. They focus on content, SEO, social media, video, and podcasting, while also attending over 100 events a year and sending direct mail to specific targets. Mike says it’s a balanced approach that mixes inbound and outbound marketing tactics.

These offline #marketing tactics shared by @mvolpe and @bernieborges are effective but often ignored.Click To Tweet

Storytelling in Cybereason’s Content

Digging into Cybereason’s content, their podcast Malicious Life takes a different approach to sharing news compared to other cybersecurity podcasts. The format is similar to This American Life. It’s about the history of hacking, and the material is broken down by season, for example, season one is called “History of Malware.” The storytelling podcast helps to get the brand in front of their target audience.

Cybereason creates high-quality video content that also relies on storytelling. Their videos include animation, voice-overs, and even professional acting. Mike says that with more than six targets per account it’s harder to track the ROI. Instead of looking to data, there’s more reliance on feedback from the sales team and customers as to what has an impact on the sales process.

Marketing and sales collaboration enables both teams to have a better understanding of what works. In the future, Mike and the team at Cybereason are planning to do more long-form content like printed and digital books. They also expect to create lengthier videos that are ten to twenty minutes. He says that long-form content is an area of differentiation for Cybereason. Most of their competitors are creating short videos, blogs, and podcasts. Making theirs a little bit longer will help them to stand out.

What's the reason why @mvolpe plans to create lengthier #videos for #marketing? @bernieborgesClick To Tweet

For more insights on B2B marketing trends, download our Social Business Journal Volume 10 The 5 Most Influential Topics for B2B Marketing, sponsored by Lithium Technologies.

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This podcast originally appeared on Social Business Engine.

10 thoughts on “15 LinkedIn Profile Optimization Tips to Get Found This 2023”

  1. My LinkedIn account was ranking on the first page for best mommys blog keyword quite a few years back and I didn’t have any idea. While working, I stumbled upon the Analytic section of LinkedIn and saw that most of the visitors are coming from search engine later on I realized that in my profile I’ve used “Mommy’s blog” word a lot of time and that is the reason why it was ranking well on SERP. This is how I came to know about SEO and I was also amazed by the fact that how easy it was to rank for competitive keywords back then. Anyways loved your article and please share more tips on SEO.

  2. There is a lot of value in this article, especially for those looking to improve their visibility on LinkedIn. My favorite of the fifteen tips shared in this article is number nine. I’ve observed that people with custom profile links, seem to get more attention than those who haven’t customized their LinkedIn profile URL. Interesting article, thank you for taking the time to put it together.

  3. I agree with the recommendations, they are a very important part of our strategy on LinkedIn, it can give confidence to potential customers (or leaders when someone is looking for a job).

  4. People shouldn’t underestimate keywords on their LinkedIn profile! This helped potential buyers to find me on LinkedIn more easily when they searched for certain products and/or services. Thanks Viveka!

  5. Thank you for another great blog post. For the alt text and/or naming images, do you mean two to three different keyword phrases as a maximum, like this?

    B2B cybersecurity content marketing writer , technical writing cybersecurity content , cybersecurity technical writer , David Geer

    Or can you add more keyword phrases than this?

  6. All the information is very helpful which can help us to increase our Profile ranking on LinkedIn. Another big interesting article, this blog is very useful for the Optimization of my LinkedIn profile.
    I also get much knowledge from this blog.
    thank you keep sharing.

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