Cybersecurity marketing: in need of fundamental change

Welcome to Venture in Security! Before we begin, do me a favor and make sure you hit the “Subscribe” button. Subscriptions let me know that you care and keep me motivated to write more. Thanks folks! Join 10,000+ leaders shaping the future of the cybersecurity industry Recently, I saw an interesting Reddit discussion about go-to-market (GTM) practices in cybersecurity. This reminded me of tens (and maybe even hundreds) of similar discussions - with the same complaints and same conclusions - that GTM motions from vendors are failing customers. What struck a cord was that Corin Imai, Head of Marketing at Tromzo, and I were talking about this exact issue during Hacker Summer Camp. This article, inspired by our debate and written in collaboration with Corin, discusses why cybersecurity marketing is the way it is, and what we can expect in the years to come. There is one truth that many people, regardless of the industry have yet to fully internalize: everyone is selling something. It is th

Welcome to Venture in Security! Before we begin, do me a favor and make sure you hit the “Subscribe” button. Subscriptions let me know that you care and keep me motivated to write more. Thanks folks! Join 10,000+ leaders shaping the future of the cybersecurity industry Recently, I saw an interesting Reddit discussion about go-to-market (GTM) practices in cybersecurity. This reminded me of tens (and maybe even hundreds) of similar discussions - with the same complaints and same conclusions - that GTM motions from vendors are failing customers. What struck a cord was that Corin Imai, Head of Mar