Boost B2B Pipeline ROI by Building a Trustworthy Community with Ronen Shetelboim, VP of Marketing at Tessian

Field marketing isn't about hosting numerous events; it's about fostering a community. Ronen's perspective is refreshingly different. He believes in the transformative power of field marketing, not only as an event-driven strategy but as a tool for community-building.

In this episode, Ronen breaks down why traditional SaaS marketing methods aren't as effective in cybersecurity, emphasizing the need for personalized strategies. Ronen has cracked the code generating a robust pipeline in this industry.

From leveraging virtual events to understanding user behavior, Ronen shares actionable insights that have proven successful in his career. Since recording this episode, Ronen has moved on to Senior VP of Marketing at Cycode.

Main Takeaways

• Field marketing generates the most pipeline in the cybersecurity industry, and creating community is the most important.
• Tessian leverages virtual summits, social media, and word-of-mouth to reach a wider audience.
• "There can be no substitute for getting your hands dirty." Strike a balance between automated systems and hands-on work to drive results and stay competitive.

Dan's Top Tools

• Tessian: A cybersecurity platform that uses machine learning to secure enterprise email and prevent threats.
• User Gems: A platform that helps companies identify potential leads by tracking job changes of their users and contacts.
• Google Sheets: Google's cloud-based spreadsheet tool that allows for real-time collaboration and integration with other Google services.
• HubSpot: An inbound marketing, sales, and service software that provides tools for social media marketing, content management, web analytics, and more.
• Salesforce: A customer relationship management solution that brings companies and customers together, offering a variety of tools for sales, service, marketing, and more.
• Sprout Social: A social media management tool that provides engagement, publishing, analytics, and team collaboration tools.
• Full Circle Insights: A marketing performance measurement platform that provides response management, attribution, and funnel metrics for Salesforce users.
• Drift: A conversational marketing platform that connects businesses with their website visitors in real time using chatbots and artificial intelligence.

Want more Ronen? Join his email newsletter: Thoughts by Ronen Shetelboim

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