Your marketing team understands marketing. But do they understand your market?
Understanding marketing and understanding the market you’re selling into are two different things. For technology companies, that distinction matters.
Ideas worth sharing.
Practical thinking on cybersecurity, marketing, GTM, and building stronger technology businesses.
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Talks, conversations, and ideas worth going deeper on
You Scored 46: when SOC metrics stop meaning anything
Security reporting is very good at producing numbers. Whether those numbers tell you the service is working is a different question, and it is the one Dave's BSides London 2025 talk sets out to ask.
EXPLORE SIDE QUESTChoose Your Own: five years of security lessons
Three conferences, five years, and one recurring format: a talk where the audience decides which route it takes. The SteelCon 2026 instalment looks back across the whole run.
EXPLORE SIDE QUESTWhat's wrong with cybersecurity marketing?
A marketing team can be genuinely good at marketing and still not understand the market it is selling into. That gap shows up in the messaging long before it shows up in the pipeline.
EXPLORE SIDE QUEST
Latest insights
How long should a B2B product launch take?
There is no single correct number. The honest answer is that launch length is set by how much of the work is already done before anyone picks a date.
When should marketing get involved in a product launch?
If marketing first hears about a product or major feature when someone asks for the launch campaign, they're already late.
What should a B2B product launch plan include?
A launch plan isn’t just a list of marketing activities with a date at the top. It should connect the market, message, teams, activity, and measures around the launch.
What’s the difference between a product launch and a feature launch?
Not every new feature needs the full launch machine. Treating every release like a major product launch wastes effort and makes the launches that really matter harder to spot.
Why do B2B product launches fail?
When a B2B launch underperforms, the campaign is an easy target. Often, the real problem appeared much earlier.
Does a cybersecurity company need a cybersecurity marketer?
Not every person in a cybersecurity marketing team needs a cybersecurity background. But market understanding becomes increasingly important as marketing gets closer to strategic decisions.
Talks, podcasts, interviews, and articles published elsewhere
Selected appearances hosted on other people's platforms. These links go straight to the original source.
A real-world deepfake job applicant #01
Cyber All Day with Michael Virgone
WATCH (opens on an external site)I Do Love To Be BSides the CSIDES
Security Visionaries / Netskope
LISTEN (opens on an external site)Cyber Diaries Podcast E19 - David McKenzie @ Damn Good Security
Cyber Diaries Podcast
LISTEN (opens on an external site)Cybersecurity Expert Samantha Humphries from Exabeam
The Actionable Futurist Podcast
LISTEN (opens on an external site)ID Cyber Sessions Ep 16 - Samantha Humphries
ID Cyber Sessions
WATCH (opens on an external site)Destination Unknown: Career Musings Of A Former [Redacted] Agent
BSides Leeds
WATCH (opens on an external site)