The Golden Ratio of
B2B Cybersecurity Marketing Success
by Varun Kohli
What you'll discover
when watching Varun's story
- You should not have data without a story and you should not have a story without data.
- Constantly experiment, measure results, and adapt marketing strategies to drive sustainable and profitable growth.
- Prioritize mastery, autonomy, and people skills in team management to foster a culture of excellence and collaboration.
- Leverage AI technology to enhance content generation, image creation, and product functionality for competitive advantage.
- Utilize a multifaceted approach for successful new product introductions, focusing on customer communication, testing, and launch strategies.
- Marketers should embrace challenges and seek opportunities for growth by running toward the fire, not away from it.
- Branding remains important in the cybersecurity industry so that you can differentiate yourself from competitors.
Meet Varun Kohli - Chief Marketing Officer @ Cequence Security
Varun Kohli is the Chief Marketing Officer (CMO) at Cequence Security, an API security and bot management company that protects customers’ applications and APIs against attacks, business logic abuse, and fraud.
As an award-winning business leader, Varun Kohli stands as a respected figure in the world of cybersecurity and technology marketing.
For one, Varun has held key leadership positions at both startups and large companies. Some notable companies that Varun worked for include Symantec, SkyCure, IronPort Systems, CipherTrust, and ArcSight.
Even more impressive is that Varun has been an integral part of multiple businesses’ successful exits. Also, he has been featured in major publications like the Wall Street Journal, Huffington Post, and MarketWatch.
As Cequence Security’s CMO, Varun leads the company’s global marketing efforts for key areas like product marketing, demand generation, growth operations, social media, and branding.
Moreover, Varun’s leadership style emphasizes mastery, autonomy, and people-centric approaches, ensuring his team excels in delivering top-notch marketing strategies.
In 2019, Varun was awarded the prestigious Marketer of the Year by Cybersecurity DOJO. More recently, Varun was named the 2023 CMO of the year by Enterprise Viewpoint.
Check out Varun Kohli's thoughts on content marketing!
When it comes to creating engagement using marketing, Varun shares:
"Market unto others, the way you would like marketed unto you. Buyers still make emotional decisions and justify the irrational decisions they make. Understand the customer pain-point, make them the hero in their journey, always be on their side to help them trust the brand."
He also shares how marketing can support sales:
"Product Teams create the product and sales teams sell it. Everything in between is what marketing can help with - how much to sell it for (pricing), where to sell it (placement), who to sell it to (ICP), who will you compete with (competitive intel), how to sell it (messaging)."
Varun explains how marketers should be thinking about content and the buyers’ journey:
"Market unto others, the way you would like marketed unto you. Buyers still make emotional decisions and justify the irrational decisions they make. Understand the customer pain-point, make them the hero in their journey, always be on their side to help them trust the brand."
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