Brand building in Cyber-security — Jill Stelfox // Panzura
- Part 1The ethos of refounding your brand — Jill Stelfox // Panzura
- Part 2 Brand building in Cyber-security — Jill Stelfox // Panzura
Show Notes
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02:21How to think about B2B brand building in the cybersecurity spaceStart by nailing down your ideal customer profile and be super focused on them.
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06:20Go after one of the most important customers for marketingFor Panzura, they took on the Department of Justice and are keeping their case files safe.
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10:22Persistence is criticalIf you go after a signature client and it doesnt work, go after the next one.
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14:45The massive marketing rabbit hole people should avoidIn a post covid world, we learned that compassion and human kindness are super important. So, knock off the corporate speak and talk to people like real humans.
Quotes
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"When we think about cybersecurity, we're super focused on who is our ideal customer profile. And the cool thing about cybersecurity, one of the best things about it, is you know these people and can start to describe them." - Jill Stelfox
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"We focused on the idea of providing peace of mind. What could you do if you had peace of mind? You'd have more time to worry about something else. You would not worry about your position or job within the company. We would be the safe choice," - Jill Stelfox
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"This is my big claim to fame and how I do most things: I go after a customer that is very important in this space to be the one that is willing to partner with me for marketing. And so, we chose some great brand name companies, and in our case, believe it or not, we started with the Department of Justice." - Jill Stelfox
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"Sometimes people are scared, like, what if we pitch somebody that big and it doesn't work out well? Then you go to the next one. You're always going to win and lose some, so why not just do it fast?" - Jill Stelfox
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"We decided to keep the tone of all of our marketing messaging in cybersecurity focused on being human, compassionate words that resonate. And we would be irreverent and optimistic and always talk about the gain for them." - Jill Stelfox
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"In a post covid world, we learned that compassion and human kindness are super important. So, knock off the corporate speak and talk to people like real humans, and your messaging should be actual words and not a word salad." - Jill Stelfox
- Part 1The ethos of refounding your brand — Jill Stelfox // Panzura
- Part 2 Brand building in Cyber-security — Jill Stelfox // Panzura
Up Next:
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Part 1The ethos of refounding your brand — Jill Stelfox // Panzura
Starting a brand from scratch is one thing, but refounding a brand with at least three hundred customers is the next level. It promises a potential 485% growth rate, as Panzura recorded, but the question is, how do you refound a brand? What is the ethos to consider, and what does the process look like? Listen to Jill Stelfox, CEO and Executive Chairperson of Panzura, as she discusses the ethos of refounding your brand.
Play Podcast -
Part 2Brand building in Cyber-security — Jill Stelfox // Panzura
Professionals in cybersecurity are super-smart people, but the most important thing to remember is that they are people. How do you build your cybersecurity brand to appeal to the human side of these techy and savvy professionals? How do you take away their risk concerns and make them trust you? Listen to Jill Stelfox, CEO and Executive Chairperson of Panzura, as she unpacks the layers of brand building in cybersecurity.
