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Marketing in cybersecurity: Armando Diana on trust, precision, and teamwork

Find the best ways to market highly technical products and create content that lands every time.

Tom Amitay - co-founder and CEO of Entail AI
By Tom Amitay
Lia du Preez
Edited by Lia du Preez
Romi Hector
Fact-check by Romi Hector

Updated February 28, 2024.

In this episode, I had the pleasure of speaking with Armando Diana, a marketing leader in the cybersecurity space, about the unique difficulties of marketing technical B2B products and the importance of education in the sales process.

In our insightful conversation, Armando explains the importance of precision and collaboration when working in cybersecurity and how the two go hand in hand.

Branding is just simply making a connection with your customer. Once you make that connection, then you've got to do something pretty bad and egregious to get them to leave you.

We explore the following key points:

  • Accurate messaging: Be precise about product capabilities but focus messaging to executives on business outcomes.
  • Collaboration: Have your product managers, developers, and sales engineers review your content to validate accuracy.
  • Educational content: Create informative content to guide buyers and address knowledge gaps. Keep it technical but still accessible.
  • Use video: Video content retains users and strengthens brand identity.
  • Invest in brand building: The value of brand marketing drives trust and efficiency amid rising acquisition costs.

» More from the podcast: Lora Osborn reveals how to create content that converts

For many, the idea of marketing in the cybersecurity industry may sound complex, but Armando breaks it down into simple terms, sharing his expert insights on a range of strategies and factors to consider in a rapidly changing market.

Whether you're in the cybersecurity space or not, this was a very interesting conversation—one that highlights how to effectively use customer-centric and collaborative brand strategies to market highly technical products.