Episode Transcript
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You're listening to BB revenue acceleration,
a podcast dedicated helping software executives stay on
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the cutting edge of sales and marketing
in their industry. Let's get into the
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show. Hi, welcome to be
to be a revenue acceleration. My name
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is already Muti and I'm yet today
with Sudia Betty, head of marketing at
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Cyber Cube. How about you today, Saudier? Very well, thank you,
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Ray, no problem. So the
topic of today is how to Master
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Your oneonone ABM program but before we
go into details and the conversation Studia,
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would you mind introducing yourself and your
organization, Cyber Cube, to to our
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audience? Absolutely. First of all, please, to be joining the podcast
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with you. For the audience,
my name is tod body and I'm the
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head of marketing at Cyber Que.
Before Cyber Cube, I have led marketing
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for companies like being very informatica and
semantic. My background is in virtualization,
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it operations management and now cyber risk
analytics. Talking about CYBERCUBE. So cybercube
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is the market leading cyber insurance,
a LETEX platform. We based out of
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San Francisco. We have two more
offices globally and we are helping the global
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insurance industry tackle the most critical risk
of the twenty one century, which is
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cyber yeah, you're initially be incubated
within semantic. So we are backed by
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semantic winters and four point capital.
So that's a cook intro about cyber Cuban
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myself. That sounds wonder for thank
you very much for that. So there.
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So you've mentioned to me in previous
conversation that Sayboubi is a very niche
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business and focus is only on the
top on druids insurance companies across North America
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currently. So, based on that, your marketing approach needs to be extremely
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focused and I'm sure that ABM plays
a very important role in your strategy.
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So could you please show his audience
how you see a successful one onone ABM
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program for such an insuffering yeah,
as you said very well, ABM place
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critical part in our current marketing strategy. So we are we're having a list
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of our top fifty, top hundred
accounts which are super relevant to us and
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as part of our current ABM strategy, we are constantly developing be spoke content.
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We have finalized messaging corresponding to these
different personas and that help in enabling
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our sales team to be hyper targeted
when they are having these conversations with these
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buyer personas and such continent messaging.
It should always add reading coul value.
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So when I'm the chief risk officer, I didn't show a company. How
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can this content help me understand the
core challenges which I want to address and
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what could be the possible solutions around
it? And then, as part of
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our ABM strategy, we also liver
it digital channels advertising to distribute this content
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and resources to our audience and we
also measure the effectiveness of that content.
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What is the engagement trade? Is
that content helping US shrink our sales cycle
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and also helping our sales force to
discover more of these conversation so they can
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continue building these relationships with that target
audience? Now that makes sense. I
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don't know what are the key KPIS. You mentioned measuring a couple of time
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in answer to my question. What
are the key kpis that you are looking
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at for for success, for the
finding a successful Adm approach from your perspective?
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So some of the KPA is that
we leverage? They are around content
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consumption. So if I come to
know that a specific targeted account that we
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are looking at has gone up like
forty percent in content consumption over the last
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three weeks. That is a very
strong signal for us and our sales force
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that they are currently actively looking at
Cybeig insurance and ex solutions. They may
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have some sort of cycles are there
and which would enable our sales force to
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reach back to them understand more about
where they're in their buying cycle and how
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can we enable them. So it's
around content consumption, it's around how many
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touchpoints we have had with them in
the digital realm as well as at avenues
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like trade shows. So we do
like one conference every forty five days,
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and even when we are attending these
conferences, we are hosting our own cybecue
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events. So that also enables us
opportunity beyond just digital, to target these
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decision makers and measure what sort of
conversation we are able to generate from those
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track shows and cybercue events. So
it's a composition of digital as well as
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nondigital sources that we are currently leveraging
and I think I think that makes perfect
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suns the immunity touch, as I
think most of our clients like to connect.
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Type of approach seems to be the
most appropriate for prospect and having multi
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touch for diffront mediums, as you
mentioned, is that just online you could
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be or so physic code act event
does does also make sense, because he
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tolose you to almost have like a
an explience or journey with the prospect before
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they even become a customer, which
ultimately, when the moments is right,
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should help you to be on top
of their mind and and you should be
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probably the first email they would send
o, the first code they would make.
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That that, that makes perfect sense
to me. Now, you know,
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at operatics we do believe strongly that
engaging with sea level executives is fundamental,
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fundamental to not only put you in
a situation where you can accelerate sell
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cycles, but also increase our vergy
value as well as increasing your chances to
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win the business. Now I would
like to anorst on from your perspective at
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out Cyber Cuban and your experience in
general as a marketer. What are,
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from your perspective, of strategies that
work best to get in front of high
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level decision make us absolutely I don't
just briefly shared the we offer cyber insurance
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and lyrics to the global insurance community. So our audience is the sea level
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exacts at insurers and reinsuders and the
problem that we are solving is really sophisticated
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and we specifically want to connect with
the head of cyber chief underacting officer and
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chief risk officers and during our outreach
we want to develop trust without hearget audience
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and initiate conversations and educate them how
are resolving these core problems around cybery,
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cogregation and the writing analyts and insurance
industry doesn't have a lot of data around
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side, so that makes this challenge
even bigger for them. So, from
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a strategy perspective, we make sure
that we are able to develop the right
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content, we are able to attend
most of these important conferences and trade shows.
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We are target audience is there and
we also conduct our own cyber cube
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events which further help us educate our
core audience and in fact, this year
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we are also planning our own user
conference to that's yeah, that's a quiet
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too consistent and quote an interesting plan
of actions that that doesn't make sense.
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or it's really about. Again,
it's giving them almost multiple cold to action
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and trying different call to action and
see what they would respond the best with.
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That correct, exactly. Okay.
So another thing that we actually discuss
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really widely when we lasted the opportunity
to meet Sudia, which was at all
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one of our CMO gmails in in
the bay area, was the alignment between
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seals and marketing and and we discuss
in Lens, not only with yourself but
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also with, just a guess,
at cop present around the table, how
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critical that is for the success of
an ABM program so how do you,
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with your team, yourselves team,
make sure that is disalignment is successful?
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Yes, this is a super important
topic. So to establish alignment between sales
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and marketing, seals and marketing need
to be on the same page when it
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comes to those top accounts and target
decision makers and key influencers. So once
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that has been sorted out, you
have a strong base. Then marketing needs
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to enable sales team to understand the
historical engagement, as you were talking about
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those key metric so what sort of
content has been consumed by which decision maker
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at at what count so you deep
tie into the historical engagement of these targeted
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accounts with your content and resources.
And your events. And once marketing is
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able to pinpoint a specific account that
is gathering some more momentum, that becomes
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a very strong signal for the sales
team to do and proactive outreach. So
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we have twice a month sync ups
with our sales team to ensure that we
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are reviewing these top accounts and based
on that, if we are constantly defining
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our go to market plans and sharing
feedback from our ABM strategy, would you
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say that sometimes the feedback of your
self steam with l fits or tailor or
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slightly changed the way you go got
to specific one on one, a PM
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accross with a specific account sometimes?
So when when our sales team is having
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these conversations without target audience, they
come back with great feedback. They may
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have feedback on content, on messaging
or even around problems that these target buyers
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are facing. So that feedback is
extremely important to us. We take that
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very seriously and then we go back
and start refining our content and messaging on
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so I firmly believe that any organization
who is trying to engage enterprise buyers they
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should look into their core messaging and
positioning every three to six months. So
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whenever you have a bit launch coming
up, whenever you have a new release,
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you need to think very clearly in
terms of what those three core messages
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look like, which we call as
the messaging pillars. So absolutely, when
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our sales team is having these conversations, they will get more insights from a
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customers perspective and then when they come
back with that feedback to us, we
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take it very seriously. Okay,
I think that's that's the that's the best
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way. So I appreciate Johns of
to that question now if I was too
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close off with one last question.
What would you say is the key advice
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that you would give to anyone listening
to that podcast about one on one ABM
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program what's is the the key success
fact or the key not to do findings
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or best practices that you think is
important to show with audience today? Great
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Question. I would say that,
from an ABM strategy perspective, first of
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all, an organization has to think
clearly in terms of what their goals are,
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who's their target market and who are
those buyer personas inside that market.
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So when, when you have sorted
these basic questions, then the next step
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for you is to invest in the
right tools come up with the right ABM
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strategy which can enable you to identify
these prospects, these organizations and continuously measure
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their engagement with your content, with
your marketing efforts. And after that,
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they needs to be a very close
collaboration between marketing and sales, marketing and
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PM in terms of how can we
further refine that ABM strategy. So it's
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a it's a process, it's a
journey, but I think the first step
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is to have that groundwork done and
investing in the right ABM tools and then
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once you have that, then you
can really orchestrate a great abum strategy.
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Thank you very much for that.
So there. So at this sige of
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the podcast, we always ask the
same question to all guests, which is
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if anyone from algience would like to
carry on the conversation with you, and
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but thentually ask you feels a question
or even speak to say, book you
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directly and discuss about your product offering
or solution offering. What is the best
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way to get toward of Usada?
Sure, so you can go to a
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website. It's cyb cu becom,
type Cubecom, and if somebody wants to
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reach out to me. Happy to
talk. It's my first aim last name.
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At GMAILCOM and on twitter I have
the same handle, but that sounds
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fantastic. What again, thank you
very much about time today's Adia. It
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was great to join the show.
Thank you very once again for the opportunity
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pleasure speaking with you and, yeah, look forward to seeing you soon.
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Thank you. operatics has redefined the
meaning of revenue generation for technology companies worldwide.
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While the traditional concepts of building and
managing inside sales teams inhouse has existed
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for many years, companies are struggling
with a lack of focus, agility and
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scale required in today's fast and complex
world of enterprise technology sales. See How
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operatics can help your company accelerate pipeline
at operatics dotnet. You've been listening to
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