Keyfactor CMO Reveals Top Channels Driving B2B Cybersecurity Demand Generation
by Jamie Walker
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What you'll discover
when watching Jamie's story
- A multi-faceted demand generation approach combining traditional lead generation, account-based marketing, and intimate experiences works well for targeting different personas.
- Marketers should track metrics at three levels: board metrics (revenue), business metrics (opportunities), and marketing-specific metrics (leading indicators).
- For early-stage startups, focusing on refining messaging and understanding the target audience is more important than spending heavily on advertising.
- Aligning marketing efforts to revenue and quantitative goals helps demonstrate the value of marketing across the business.
- Go-to-market strategies need to evolve as a company grows, shifting from direct sales to more partner-focused approaches.
- Building trust and providing ongoing value through education and community-building is crucial for marketing to existing customers.
- SEO, company website, and paid search are often the most effective channels for generating leads and demand in B2B marketing.
Meet Jamie Walker - CMO @ Keyfactor
Jamie Walker is the Chief Marketing Officer at Keyfactor, a cybersecurity company specializing in critical infrastructure for Fortune 2000 clients.
Jamie’s journey into marketing began after a 2-year stint in sales, where she discovered her passion for promoting products without the pressure of closing deals.
Over her 17-year career, Jamie has witnessed the evolution of marketing from a general field to one with specialized roles. She found her niche in demand-side marketing, driven by her love for numbers and quantitative goals.
Jamie joined Keyfactor during the pandemic, attracted by the booming cybersecurity industry and the company’s strong leadership. Under her guidance, Keyfactor has grown from a $15 million ARR company to reaching a milestone of $100 million.
Her approach to marketing has evolved with the company’s growth, shifting from direct sales to a strong partner network and channel strategy.
Check out Jamie Walker's thoughts on marketing strategy
When asked what advice she has for early-stage tech startups, Jamie shares:
"For early-stage startups, the first two marketing hires should be either a product marketer or a content marketer, depending on whether you're focusing on a product-led growth (PLG) or an enterprise sales motion."
She also shares an effective approach to marketing to existing customers:
"We aim to create customer-focused initiatives that align with our net new prospecting events. For instance, during large industry shows, we organize more customer dinners."
And how marketers should approach metrics:
"I view metrics in three tiers: board metrics, business metrics, and marketing metrics. Marketing metrics are typically the ones that make your CRO and CEO's eyes glaze over."
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