Listen Here

|

Conversation
Highlights

 

Welcome to Marketing From the Front Lines, where we have unfiltered conversations with the B2B marketers who are bringing innovative technology to market. In today’s episode, we’re speaking with Rodrigo Leme, Marketing Director at Right-Hand Cybersecurity, a human risk management platform that has raised $6 Million in funding. 

Here are the most interesting points from our conversation:

  • Evolution of Marketing: Rodrigo observed significant shifts in marketing strategies with the advent of social media, moving from traditional print and direct mail to digital platforms, significantly enhancing reach and engagement.
  • Role of Education in Marketing: Right-Hand Cybersecurity adopts an education-first approach in their marketing, prioritizing knowledge sharing and customer education over direct sales pitches, which Rodrigo believes helps in building a larger and more informed customer base.
  • Human Risk Management Focus: The company’s niche in human risk management within cybersecurity allows it to target specific challenges businesses face due to human error, emphasizing the delivery of tailored training and insights.
  • Navigating Market Noise: Rodrigo highlights the importance of distinguishing Right-Hand Cybersecurity in a crowded market through a combination of niche targeting, educational content, and a customer-centric approach to product development.
  • AI’s Role in Marketing: While cautious about over-reliance on AI for content creation, Rodrigo acknowledges its growing importance in supporting marketing activities, such as video editing and content research, enabling more efficient content production.
  • Content Strategy Insights: The balance between creating engaging short-form content for platforms like TikTok and detailed long-form content for SEO and thought leadership is crucial for modern marketing strategies.

 

Actionable
Takeaways

Adopt an Education-First Marketing Approach:

Emphasize educating your audience rather than selling directly to them. Create content that informs, teaches, and adds value, helping to build a more informed customer base and establish your brand as a thought leader in your niche.

Embrace the Evolution of Marketing Channels:

Stay adaptive and open to incorporating emerging platforms and technologies into your marketing strategy. As Rodrigo illustrated with the transition from direct mail to social media, new channels can offer unprecedented opportunities to reach and engage your audience more effectively.

Utilize AI as a Supportive Tool, Not a Replacement:

Leverage AI technologies to streamline content production and research, but maintain a human touch in your content creation process. Use AI to enhance productivity and creativity, ensuring your content remains personal, relatable, and genuinely useful to your audience.

Balance Long-Form and Short-Form Content:

Develop a dual strategy that includes both in-depth, long-form content for SEO and thought leadership, and short-form, engaging content for social media platforms. This balanced approach helps cater to diverse audience preferences and maximizes your content's reach and impact.

Cultivate a Culture of Open Communication and Collaboration:

Encourage your team, from founders to front-line employees, to share their insights, experiences, and ideas. A collaborative and communicative culture not only enriches your thought leadership but also ensures your marketing messages resonate more authentically with your target audience.

Recommended Founder
Interviews

Arie Zilberstein

CEO and Co-Founder of Gem Security

Arie Zilberstein, CEO and Co-Founder of Gem Security: $34 Million Raised to Power the Future of Cloud Detection and Response

Christian Almenar

CEO & Co-Founder of Monad

Christian Almenar, CEO of Monad: $19 Million Raised to Solve the Cybersecurity Big Data Problem

David Etue

CEO of Nisos

David Etue, CEO of Nisos: $33 Million Raised to Build the Future of Managed Intelligence

Paul Lewis

Founder and CEO of Calamu

Paul Lewis, CEO of Calamu: $20 Million Raised to Build the Cyber Storage Category

Spencer Thompson

CEO and Co-Founder of Prelude

Spencer Thompson, CEO and Co-Founder of Prelude: Over $30 Million Raised to Build the Future of Continuous Security Testing

Stijn Vande Casteele

Founder of Sweepatic

Stijn Vande Casteele, Founder of Sweepatic: $4.4 Million Raised to Build the Future of External Attack Surface Management

Ryan Schonfeld

Founder & CEO of Hivewatch

Ryan Schonfeld, CEO of Hivewatch: $25 Million Raised to Build the OS of Physical Security

Marina Segal

CEO and Co-Founder of Tamnoon

Marina Segal, CEO & Co-Founder of Tamnoon: Over $5 Million Raised to Build the Future of Cloud Security

Kyle Hanslovan

CEO & Co-Founder of Huntress

Kyle Hanslovan, CEO of Huntress: $160 Million Raised to Build the Future of Managed Security

Mollie Breen

CEO and Co-Founder of Perygee

Mollie Breen, CEO and Co-Founder of Perygee: $6.4 Million Raised to Build the Future of IT/OT Security

Edward Wu

CEO and Founder of Dropzone AI

Edward Wu, CEO & Founder of Dropzone AI: $20 Million Raised to Build the Future of AI SOC Analysts

Ani Chaudhuri

CEO & Co-Founder of Dasera

Ani Chaudhuri, CEO & Co-Founder of Dasera: $21 Million Raised to Build the Future of Data Security

Dave Mor

CEO and Co-Founder of OneLayer

Dave Mor, CEO and Co-Founder of OneLayer: $15 Million Raised to Protect Private Cellular Networks

David Brumley

CEO of ForAllSecure

David Brumley, CEO of ForAllSecure: $38 Million Raised to Build the Future of Security Testing

Josh Shaul

CEO of Allure Security

Josh Shaul, CEO of Allure Security: $6 Million Raised to Help Businesses Win the Battle Against Online Scammers

Danny Lopez

CEO of Glasswall

Danny Lopez CEO of Glasswall: $60+ Million Raised to Make the Content Disarm and Reconstruction (CDR) Category Mainstream

John Milburn

CEO of Clear Skye

John Milburn, CEO of Clear Skye: More Than $20 Million Raised to Build the Future of Identity and Access Governance

Peter Prizio Jr

CEO of SnapAttack

Peter Prizio Jr, CEO of SnapAttack: $8 Million Raised to Power the Future of Threat Management

Pukar Hamal

CEO and Founder of SecurityPal

Pukar Hamal, CEO and Founder of SecurityPal: $21 Million Raised to Power the Future of Customer Assurance

Philippe Humeau

CEO of CrowdSec

Philippe Humeau, CEO of CrowdSec: $21 Million Raised to Build the Future of Cyber Threat Intelligence

Jason Martin

Co-Founder and Co-CEO of Permiso Security

Jason Martin, Co-Founder and Co-CEO of Permiso Security: $10 Million Raised to Build the Future of Cloud Security

Justin Beals

CEO, Co-Founder of Strike Graph

Justin Beals, CEO of Strike Graph: $12 Million Raised to Build the Future of Automated Security and Compliance

Scott McCrady

CEO of SolCyber

Scott McCrady, CEO of SolCyber: $20 Million Raised to Build the Future of Managed Security

Stephen de Vries

CEO and Co-Founder of IriusRisk

Stephen de Vries, CEO and Co-Founder of IriusRisk: $40 Million Raised to Build the Future of Threat Modeling

Mykolas Rambus

CEO & Co-Founder of Hush

Mykolas Rambus, CEO & Co-Founder of Hush: $7.5 Million Raised to Build the Future of Data Privacy

Tiffany Ricks

CEO and Founder of HacWare

Tiffany Ricks, CEO and Founder of HacWare: $2.6 Million Raised to Build the Future of Security Awareness

Tom Jermoluk

CEO of Beyond Identity

Tom “TJ” Jermoluk, CEO of Beyond Identity: $200 Million Raised to Build the Future of Multi-Factor Authentication

Paul Valente

CEO and Co-Founder of VISO Trust

Paul Valente, CEO and Co-Founder of VISO Trust: $17 Million Raised to Build the Future of Third-Party Cyber Risk Management

Austin Gadient

CTO & Co-Founder of Vali Cyber

Austin Gadient, CTO & Co-Founder of Vali Cyber: $15 Million Raised to Build the Future of Linux Security

Matteo Bogana

CEO and Co-Founder of Cleafy

Matteo Bogana, CEO & Co-Founder of Cleafy: $12 Million Raised to Build the Future of Online Fraud Prevention

Jag Lamba

Founder and CEO of Certa

Jag Lamba, Founder and CEO of Certa: $52 Million Raised to Build the Future of Third-Party Management

Ian Amit

CEO and Founder of Gomboc

Ian Amit, CEO & Founder of Gomboc: $5 Million Raised to Build the Future of Cloud Security Remediation

Sivan Tehila

Founder and CEO of Onyxia

Sivan Tehila, Founder and CEO of Onyxia: $5 Million Raised to Build the Future of Cybersecurity Performance Management

Neil Serebryany

CEO and Co-Founder of CalypsoAI

Neil Serebryany, CEO & Co-Founder of CalypsoAI: $38 Million Raised to Power the Future of AI Security

Michael Assraf

CEO & Co-Founder of Vicarius

Michael Assraf, CEO of Vicarius: $29 Million Raised to Build the Future of Vulnerability Prioritization

Arjun Bhatnagar

CEO & Co-Founder of Cloaked

Arjun Bhatnagar, CEO of Cloaked: $25 Million Raised to Build the Future of Data Privacy

Ryan Lasmaili

CEO & Co-Founder of Vaultree

Ryan Lasmaili, CEO of Vaultree: $16 Million Raised to Build the World’s First Fully Functional Data-in-Use Encryption