A Human Approach to Marketing Cybersecurity

Welcome back to "B2B Needs Don Draper," the show that puts the martini back in marketing.

In this episode, we talked to Kristin Owens, VP Corporate Marketing at Checkpoint Software. Kristin talks about how the leading supplier of cybersecurity solutions is reinventing itself in the ever-evolving B2B market. Kristin shares valuable insights on Checkpoint's approach to brand and demand marketing, and how they are implementing above-the-line campaigns in a historically more conservative industry.

We discuss:

• The importance of storytelling and humanising the message
• Results and performance of TV and podcast advertising experiments
• The importance of personalization in connecting with decision-makers
• The dynamic nature of resource allocation based on real-time data and measurement