Customer-Centric Go-to-Market Strategies
for Cybersecurity Marketing
by Kelly O'Dwyer-Manuel
- Login with LinkedIn to watch the full interview!
What you'll discover
when watching Kelly's story
- Marketing is about connecting the dots between high-priority topics for influencers, their audience, and your organization's goals.
- Cybersecurity marketing is particularly challenging due to constantly evolving threats, legislation, and the need for inventive solutions.
- Go-to-market strategies should be customer-centric and focus on understanding the customers’ pain points and aligning the brand’s messaging accordingly.
- The role of influencers like media and analysts in the buyer's journey has evolved, and building strong relationships with them is crucial for success.
- Content creation should cater to distinct personas and their stage in the buyer's journey, with a mix of in-depth and easily digestible content.
- Brand consistency across all channels and touchpoints is essential to build trust and a strong reputation.
- Generative AI has the potential to make marketers more efficient, but it is not a replacement for human creativity and brand voice.
Meet Kelly O'Dwyer Manuel - VP Marketing Communications @ Axiomatics
Kelly O’Dwyer Manuel is the Vice President Marketing and Communications at Axiomatics, the originator and leading provider of runtime, fine-grained authorization delivered with attribute-based access control for applications, Big Data, API Gateways, and microservices.
With a proven track record of scaling high-growth marketing programs, Kelly is a marketing leader who brings plenty of experience to her role at Axiomatics.
Kelly started her career in public relations and analyst relations. This experience gave her valuable market intelligence and feedback to make her transition to marketing more seamless.
In her present role, Kelly focuses on creating trust with buyers at every step of the process. She works closely with customers to understand their pain points and align Axiomatics’ solutions with their needs.
Moreover, Kelly is an expert in developing strong, measurable campaigns and messaging that increase brand awareness and market leadership.
Kelly is passionate about empowering her team and fostering consistent communication. She believes in hiring people she trusts, encouraging constant communication, and providing a voice to her team members.
Check out Kelly O'Dwyer-Manuel's thoughts on content marketing!
When it comes to creating engagement using marketing, Kelly shares:
"Engagement is about trust. Effective marketing is consistent, concise and demonstrates a keen understanding of what customers and prospects are challenged with, how this challenge impacts them, and why you are the solution/how you can offer quantifiable answers to their problems.
She also shares how to keep your brand fresh over time:
"Staying focused on feedback from customers and prospects is critical to maintaining a brand that is not only fresh, but relevant. Take opportunities to hear directly from customers and prospects and review how their feedback aligns with your narrative and messaging."
Kelly explains how marketing can support sales:
"Marketing and sales should be well-aligned at every step of the buyer journey. Ideal marketing support not only creates strong brand awareness, but also builds trust throughout the buying process, so sales teams never have to scramble for material and can focus on closing deals."
Get exclusive business growth tips from our top thought leaders
Subscribe and get weekly tips on growing your successful business.