I share daily thoughts about cybersecurity and emerging technology. [Subscribe](https://daily.axalane.com) or [hire me](https://axalane.com)
I share daily thoughts about cybersecurity and emerging technology. [Subscribe](https://daily.axalane.com) or [hire me](https://axalane.com)
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Doug LaneMy top security topics
One of the best things about working in cybersecurity is that it's always changing. There are always new things to learn and think about. Here are some of the areas of security that I'm thinking about the most right now:Securing the digital supply chainThe evolution of cloud-native securityInternet of Things (IoT) securityThe human element of securitySecuring web3 and blockchainI'll take them one by one this week and share some quick thoughts on why I think they're interes...
Doug LanePoor man’s Gong
If you’re someone who works with me, you may have noticed that I ask to record our Zoom calls more often than I used to. There’s a reason for this. While I can’t justify the cost of a revenue intelligence platform like Gong for my small shop, I made up my own poor man’s version. Here’s how it works.Download and install Descript. (There’s a free version.)Hit the record button on a Zoom call and pick the “Record on this computer” option.After the Zoom call ends, drag the video file that Zoom sp...
Doug LaneWelcome to the simulation
OK, now that the marketing guy explained what Zero Trust is, let’s get into some ways to give security buyers a plan for it (that hopefully includes some of you). There’s a real danger that this could get boring in a hurry, so here’s what I’m thinking. Over the next few days, I’ll give you my quick take on what I like and don’t like about the three possible starting points I mentioned. I’m not going to regurgitate every detail, but I’ll try to give you the gist. Then, I’m going to make up a f...
Doug LaneMy top security topics
One of the best things about working in cybersecurity is that it's always changing. There are always new things to learn and think about. Here are some of the areas of security that I'm thinking about the most right now:Securing the digital supply chainThe evolution of cloud-native securityInternet of Things (IoT) securityThe human element of securitySecuring web3 and blockchainI'll take them one by one this week and share some quick thoughts on why I think they're interes...
Doug LanePoor man’s Gong
If you’re someone who works with me, you may have noticed that I ask to record our Zoom calls more often than I used to. There’s a reason for this. While I can’t justify the cost of a revenue intelligence platform like Gong for my small shop, I made up my own poor man’s version. Here’s how it works.Download and install Descript. (There’s a free version.)Hit the record button on a Zoom call and pick the “Record on this computer” option.After the Zoom call ends, drag the video file that Zoom sp...
Doug LaneWelcome to the simulation
OK, now that the marketing guy explained what Zero Trust is, let’s get into some ways to give security buyers a plan for it (that hopefully includes some of you). There’s a real danger that this could get boring in a hurry, so here’s what I’m thinking. Over the next few days, I’ll give you my quick take on what I like and don’t like about the three possible starting points I mentioned. I’m not going to regurgitate every detail, but I’ll try to give you the gist. Then, I’m going to make up a f...
I pay close attention to what up-and-coming marketers are saying and doing on social media and in various marketing communities. Partly because it’s really interesting. And partly because I’m terrified that I’m turning into a dinosaur. 😆
But I find it surprising how many marketers identify their specialization as “B2B SaaS.” Don’t get me wrong. SaaS is awesome. And there are marketing skills that apply to SaaS delivery models uniquely. For example, a product-led growth expert can add value to many types of B2B SaaS companies.
But for most marketers – especially product marketers – B2B SaaS is way too broad to be considered a specialization. It’s kind of like someone 10 or 15 years ago saying their expertise is “business software.” Nearly everything is SaaS now. And the knowledge you need to be great at marketing a SaaS-based security product vs. a SaaS-based human resources product vs. a SaaS-based video conferencing platform couldn’t be more different.
Think about the most effective marketers in your organization. I’m willing to bet that they’re not effective because they know the ins and outs of how your product is delivered. Sure, you may have someone who is a wiz at converting trials into paid accounts. But the marketers who provide the most strategic value are likely the ones who truly understand your market, your buyers’ problems, and the way your product helps.
SaaS is the way today. It will be something different tomorrow. (Pauses as a thousand crypto bros scream “BLOCKCHAIN!” in unison.)
Align your marketing career with markets and buyer problems – not plumbing.
-Doug
I pay close attention to what up-and-coming marketers are saying and doing on social media and in various marketing communities. Partly because it’s really interesting. And partly because I’m terrified that I’m turning into a dinosaur. 😆
But I find it surprising how many marketers identify their specialization as “B2B SaaS.” Don’t get me wrong. SaaS is awesome. And there are marketing skills that apply to SaaS delivery models uniquely. For example, a product-led growth expert can add value to many types of B2B SaaS companies.
But for most marketers – especially product marketers – B2B SaaS is way too broad to be considered a specialization. It’s kind of like someone 10 or 15 years ago saying their expertise is “business software.” Nearly everything is SaaS now. And the knowledge you need to be great at marketing a SaaS-based security product vs. a SaaS-based human resources product vs. a SaaS-based video conferencing platform couldn’t be more different.
Think about the most effective marketers in your organization. I’m willing to bet that they’re not effective because they know the ins and outs of how your product is delivered. Sure, you may have someone who is a wiz at converting trials into paid accounts. But the marketers who provide the most strategic value are likely the ones who truly understand your market, your buyers’ problems, and the way your product helps.
SaaS is the way today. It will be something different tomorrow. (Pauses as a thousand crypto bros scream “BLOCKCHAIN!” in unison.)
Align your marketing career with markets and buyer problems – not plumbing.
-Doug
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