Breach Secure Now’s Post

When we first start working with a customer in MSP marketing, one of the biggest questions we get is: “I’m doing X, Y, and Z, but why can’t I get certain SMB owners to take me seriously? This is a great question. We all know how powerful IT can be if it’s implemented properly within a company – but some people still think of it as an afterthought. Why is this? This problem boils down to one issue: the language in your marketing. All too often, we see MSPs obsess over the “cutting-edge technology” they use within their marketing. What they may be losing sight of is marketing is not about your technology. It’s about their customers. Most SMB owners don’t care about the technical features of your services. What they do care about this: • Making their business more profitable  • Preserving their ever-decreasing margins • Finding new ways for employees to work smarter • Reducing the risk of cyber attacks  • Improving the quality of service they provide The details of your managed IT services package are not on this list. If you want your marketing messages to resonate, you need to meet your prospects where they’re at. This means contextualizing your features in a way that translates to real benefits. The best MSP marketing does the following: 1. Starts with the customer 2. Identifies the values they are concerned about 3. Works back to the service that scratches that itch. By speaking your customers’ language, acknowledging the pain points, and understanding the goals that matter, you can build a strong bridge that starts a conversation between you and your prospects. #mspmarketing #msps #msp #managedserviceprovider #leadgeneration #mspleadgeneration

Here's a weird little observation for you. Most of my smaller cybersecurity customers are VERY interested in how their marketing dollars transform into (hopefully more) revenue dollars. But as CS companies grow, and their marketing budgets and teams swell... something weird happens. Instead of focusing on "dollars in, dollars out" they start building their marketing programs around weird and arcane acronyms, ideas, and pipe dreams. You know the stuff. MQLs. Pipeline. Engagement. Content production and consumption. CTRs. Signup rates. Fucking BRAND AWARENESS. Before you start screaming incoherently about whatever your pet metric is, answer this: When we the last time you walked into a shop and bought something with brand awareness? Or MQLs? Or any other figment-of-your-imagination metric, output, or results obfuscation mechanism? I have some idea why the above transformation from "results" to "bullshit" happens. It seems largely to be a desperate attempt by marketers to make the rest of the business think they're doing something useful. But wouldn't a better approach be to ACTUALLY do something useful? (No, "brand building" doesn't count. I refer you to my last post.) If you'd like some help building a content program that generates qualified leads, nurtures them through to the sale, and even helps your sales team CLOSE those sales... AND which give you measurable ROI... Email me: pete [at] petehugh [dot] com #cybersecurity #contentstrategy

Here's a weird little observation for you. Most of my smaller cybersecurity customers are VERY interested in how their marketing dollars transform into (hopefully more) revenue dollars. But as CS companies grow, and their marketing budgets and teams swell... something weird happens. Instead of focusing on "dollars in, dollars out" they start building their marketing programs around weird and arcane acronyms, ideas, and pipe dreams. You know the stuff. MQLs. Pipeline. Engagement. Content production and consumption. CTRs. Signup rates. Fucking BRAND AWARENESS. Before you start screaming incoherently about whatever your pet metric is, answer this: When we the last time you walked into a shop and bought something with brand awareness? Or MQLs? Or any other figment-of-your-imagination metric, output, or results obfuscation mechanism? I have some idea why the above transformation from "results" to "bullshit" happens. It seems largely to be a desperate attempt by marketers to make the rest of the business think they're doing something useful. But wouldn't a better approach be to ACTUALLY do something useful? (No, "brand building" doesn't count. I refer you to my last post.) If you'd like some help building a content program that generates qualified leads, nurtures them through to the sale, and even helps your sales team CLOSE those sales... AND which give you measurable ROI... Email me: pete [at] petehugh [dot] com #cybersecurity #contentstrategy

Here's a weird little observation for you. Most of my smaller cybersecurity customers are VERY interested in how their marketing dollars transform into (hopefully more) revenue dollars. But as CS companies grow, and their marketing budgets and teams swell... something weird happens. Instead of focusing on "dollars in, dollars out" they start building their marketing programs around weird and arcane acronyms, ideas, and pipe dreams. You know the stuff. MQLs. Pipeline. Engagement. Content production and consumption. CTRs. Signup rates. Fucking BRAND AWARENESS. Before you start screaming incoherently about whatever your pet metric is, answer this: When we the last time you walked into a shop and bought something with brand awareness? Or MQLs? Or any other figment-of-your-imagination metric, output, or results obfuscation mechanism? I have some idea why the above transformation from "results" to "bullshit" happens. It seems largely to be a desperate attempt by marketers to make the rest of the business think they're doing something useful. But wouldn't a better approach be to ACTUALLY do something useful? (No, "brand building" doesn't count. I refer you to my last post.) If you'd like some help building a content program that generates qualified leads, nurtures them through to the sale, and even helps your sales team CLOSE those sales... AND which give you measurable ROI... Email me: pete [at] petehugh [dot] com #cybersecurity #contentstrategy

When I say "Marketing Strategy", what comes to mind? And—Why is it that strategists get no love? Example 1—A content calendar is not a strategy Sure, it’s nice to know what you’re posting and when, but that’s just logistics. The real meat—the substance, the strategy, and the 𝙬𝙝𝙮 behind your content—that’s what matters. A content calendar without a solid strategy is like a ship without a compass. You’re moving, but you have no idea where you’re going. Getting the picture? Ok, let's ride. None of these are strategies either: • Posting consistently • Following trends • Using Analytics tools • Having a mission statement • Running ads • Creating content • "Doing" ABM (Don't at me) • "Inbound-Led-Outbound (Say somethin'. I dare you.) Oooooh, some of those get dangerously close, don't they? That's the problem. A lot of these can masquerade as strategies, but once you get down to it, it's all tactical. When you really get into the weeds about actual strategy, you get into some really nebulous concepts. 𝗘𝘅𝗮𝗺𝗽𝗹𝗲—Here's where a lot of the inspiration for Ronin's GTM strategy came from • Rival brands from the 60's • Sun Tzu's The Art of War • World of Warcraft: Wrath of the Lich King Raid Boss fights • Fleetwood Mac    Want to hear more of the breakdown? Watch the vid! I shed light on Ronin | The Cybersecurity GTM Experts's GTM strategy. #B2BMarketing #cybersecurity #CISO #CMO  #DeployRonin

Here's a weird little observation for you. Most of my smaller cybersecurity customers are VERY interested in how their marketing dollars transform into (hopefully more) revenue dollars. But as CS companies grow, and their marketing budgets and teams swell... something weird happens. Instead of focusing on "dollars in, dollars out" they start building their marketing programs around weird and arcane acronyms, ideas, and pipe dreams. You know the stuff. MQLs. Pipeline. Engagement. Content production and consumption. CTRs. Signup rates. Fucking BRAND AWARENESS. Before you start screaming incoherently about whatever your pet metric is, answer this: When we the last time you walked into a shop and bought something with brand awareness? Or MQLs? Or any other figment-of-your-imagination metric, output, or results obfuscation mechanism? I have some idea why the above transformation from "results" to "bullshit" happens. It seems largely to be a desperate attempt by marketers to make the rest of the business think they're doing something useful. But wouldn't a better approach be to ACTUALLY do something useful? (No, "brand building" doesn't count. I refer you to my last post.) If you'd like some help building a content program that generates qualified leads, nurtures them through to the sale, and even helps your sales team CLOSE those sales... AND which give you measurable ROI... Email me: pete [at] petehugh [dot] com #cybersecurity #contentstrategy

Here's a weird little observation for you. Most of my smaller cybersecurity customers are VERY interested in how their marketing dollars transform into (hopefully more) revenue dollars. But as CS companies grow, and their marketing budgets and teams swell... something weird happens. Instead of focusing on "dollars in, dollars out" they start building their marketing programs around weird and arcane acronyms, ideas, and pipe dreams. You know the stuff. MQLs. Pipeline. Engagement. Content production and consumption. CTRs. Signup rates. Fucking BRAND AWARENESS. Before you start screaming incoherently about whatever your pet metric is, answer this: When we the last time you walked into a shop and bought something with brand awareness? Or MQLs? Or any other figment-of-your-imagination metric, output, or results obfuscation mechanism? I have some idea why the above transformation from "results" to "bullshit" happens. It seems largely to be a desperate attempt by marketers to make the rest of the business think they're doing something useful. But wouldn't a better approach be to ACTUALLY do something useful? (No, "brand building" doesn't count. I refer you to my last post.) If you'd like some help building a content program that generates qualified leads, nurtures them through to the sale, and even helps your sales team CLOSE those sales... AND which give you measurable ROI... Email me: pete [at] petehugh [dot] com #cybersecurity #contentstrategy

Here's a weird little observation for you. Most of my smaller cybersecurity customers are VERY interested in how their marketing dollars transform into (hopefully more) revenue dollars. But as CS companies grow, and their marketing budgets and teams swell... something weird happens. Instead of focusing on "dollars in, dollars out" they start building their marketing programs around weird and arcane acronyms, ideas, and pipe dreams. You know the stuff. MQLs. Pipeline. Engagement. Content production and consumption. CTRs. Signup rates. Fucking BRAND AWARENESS. Before you start screaming incoherently about whatever your pet metric is, answer this: When we the last time you walked into a shop and bought something with brand awareness? Or MQLs? Or any other figment-of-your-imagination metric, output, or results obfuscation mechanism? I have some idea why the above transformation from "results" to "bullshit" happens. It seems largely to be a desperate attempt by marketers to make the rest of the business think they're doing something useful. But wouldn't a better approach be to ACTUALLY do something useful? (No, "brand building" doesn't count. I refer you to my last post.) If you'd like some help building a content program that generates qualified leads, nurtures them through to the sale, and even helps your sales team CLOSE those sales... AND which give you measurable ROI... Email me: pete [at] petehugh [dot] com #cybersecurity #contentstrategy

Here's a weird little observation for you. Most of my smaller cybersecurity customers are VERY interested in how their marketing dollars transform into (hopefully more) revenue dollars. But as CS companies grow, and their marketing budgets and teams swell... something weird happens. Instead of focusing on "dollars in, dollars out" they start building their marketing programs around weird and arcane acronyms, ideas, and pipe dreams. You know the stuff. MQLs. Pipeline. Engagement. Content production and consumption. CTRs. Signup rates. Fucking BRAND AWARENESS. Before you start screaming incoherently about whatever your pet metric is, answer this: When we the last time you walked into a shop and bought something with brand awareness? Or MQLs? Or any other figment-of-your-imagination metric, output, or results obfuscation mechanism? I have some idea why the above transformation from "results" to "bullshit" happens. It seems largely to be a desperate attempt by marketers to make the rest of the business think they're doing something useful. But wouldn't a better approach be to ACTUALLY do something useful? (No, "brand building" doesn't count. I refer you to my last post.) If you'd like some help building a content program that generates qualified leads, nurtures them through to the sale, and even helps your sales team CLOSE those sales... AND which give you measurable ROI... Email me: pete [at] petehugh [dot] com #cybersecurity #contentstrategy

Here's a weird little observation for you. Most of my smaller cybersecurity customers are VERY interested in how their marketing dollars transform into (hopefully more) revenue dollars. But as CS companies grow, and their marketing budgets and teams swell... something weird happens. Instead of focusing on "dollars in, dollars out" they start building their marketing programs around weird and arcane acronyms, ideas, and pipe dreams. You know the stuff. MQLs. Pipeline. Engagement. Content production and consumption. CTRs. Signup rates. Fucking BRAND AWARENESS. Before you start screaming incoherently about whatever your pet metric is, answer this: When we the last time you walked into a shop and bought something with brand awareness? Or MQLs? Or any other figment-of-your-imagination metric, output, or results obfuscation mechanism? I have some idea why the above transformation from "results" to "bullshit" happens. It seems largely to be a desperate attempt by marketers to make the rest of the business think they're doing something useful. But wouldn't a better approach be to ACTUALLY do something useful? (No, "brand building" doesn't count. I refer you to my last post.) If you'd like some help building a content program that generates qualified leads, nurtures them through to the sale, and even helps your sales team CLOSE those sales... AND which give you measurable ROI... Email me: pete [at] petehugh [dot] com #cybersecurity #contentstrategy