‘Tackling the hard stuff’: Key takeaways from Sphere event
In the ever-evolving landscape of cybersecurity, it’s important for B2B marketing professionals to adapt to address the unique challenges faced in this field. The recent ‘Tackling the Hard Stuff’ event, which our Accelera proudly sponsored and attended, shone a spotlight on these challenges while launching an innovative marketing community specifically for cybersecurity marketers. This event was a confluence of industry experts who shared their insights on overcoming common pain points and preparing for 2025 planning. Highlights included presentations on channel marketing, account-based marketing (ABM), and crucial elements of lead generation campaigns. Accelera’s own presentation from Alex Austin offered valuable tips on reporting optimisation and provided attendees with practical resources to take away and try out for themselves.
Event Overview: ‘Tackling the Hard Stuff’
Launching a New Marketing Community
The ‘Tackling the Hard Stuff’ event marked the unveiling of an exciting marketing community designed specifically for cybersecurity marketers. This new platform, Sphere, aims to unite professionals facing similar challenges in B2B marketing within the cybersecurity sector. Sphere provides a dynamic space where marketers can connect, share insights, and access valuable resources tailored to their unique needs. From a live feed for real-time discussions to an events calendar highlighting upcoming marketing events, Sphere is built to foster collaboration and learning. The community also features a trusted directory of verified professionals, offering users a reliable network for partnership opportunities. This launch aims to provide cybersecurity marketers with the tools and connections necessary for tackling the industry’s toughest marketing challenges. As cybersecurity threats evolve, having a dedicated community will be invaluable for staying ahead and refining marketing strategies.
Highlights and Themes
The ‘Tackling the Hard Stuff’ event featured a series of compelling keynotes and panel discussions that delved into the pressing challenges and emerging trends in cybersecurity marketing. Themes addressed included ABM (account-based marketing) and how to see campaign success, as well as how to harness channel marketing and ‘partner’ with your organisation. Experts emphasised the importance of data-driven decision-making, highlighting how advanced analytics can refine targeting and improve campaign outcomes. Presenters shared insights on how marketers can leverage insights and communication across different teams to maximise lead generation efforts. Discussions also touched on the role of storytelling in B2B marketing, and how to create effective content that will speak to your target audience. These keynotes and discussions provided attendees with actionable insights and strategies to tackle current challenges and effectively plan for the future.
Introducing the Sphere Platform
The Sphere platform, unveiled at the ‘Tackling the Hard Stuff’ event, is a new marketing platform aimed at revolutionising how cybersecurity marketers connect and collaborate. Designed with the unique needs of B2B marketers in cybersecurity in mind, Sphere provides a comprehensive suite of features to support professional growth and strategic planning. Users can access a live feed to engage in real-time discussions, share insights, and stay updated on industry trends. The platform also includes an events calendar, covering important marketing events that offer opportunities for learning and networking. Additionally, Sphere’s job board and directory of verified professionals provide trusted resources for career advancement and partnership building. By fostering a collaborative environment, Sphere empowers marketers to tackle industry challenges more effectively. This platform is set to become an essential tool for those seeking to enhance their marketing strategies and stay competitive in the cybersecurity landscape.
Accelera’s Lead Generation Insights
Optimising Reporting for Success
At the event, Accelera’s Director of Operations and Performance emphasised the importance of optimising reporting to boost the effectiveness of lead generation campaigns. Accurate and comprehensive reporting enables marketers to understand their campaign’s performance and make informed decisions. By utilising CRM analytical insights, marketers can track key performance indicators (KPIs) such as conversion rates, lead quality, and return on investment (ROI) and compare this across different variables in their campaigns. This data-driven approach allows for the identification of successful strategies and areas needing improvement. Furthermore, Alex highlighted the need for regular communication to both sales teams and media partners, during the campaign as well as after its completion. This allows for a closer investigation into the lead journey, and ensures no valuable data is being disregarded by oversights. By focusing on reporting optimisation, cybersecurity marketers can enhance their campaign efficiency, allocate resources more effectively, and ultimately drive better results.
Future Trends: 2025 Planning
Preparing for 2025 Marketing Challenges
As cybersecurity marketers anticipate the challenges of 2025, proactive planning and adaptability are key to staying ahead. The 'Tackling the Hard Stuff' event highlighted several emerging trends and potential hurdles that marketers should consider. One of the primary challenges is the rapidly evolving technological landscape, which demands continuous learning and flexibility in strategy development. Marketers must keep up to date with advancements in cybersecurity solutions and digital marketing tools to remain competitive. Another critical area is content, ensuring its up to date and personalised, specifically that being used in an ABM campaign. If leads are being targeted with personalised pieces of content which are relevant to their individual buying stage, it could make a big difference in their likelihood to convert. Additionally, marketers need to work closely with their sales teams to ensure consistent messaging and cohesive strategies. By focusing on these areas and fostering a culture of innovation and collaboration, cybersecurity marketers can effectively navigate the challenges of 2025 and capitalise on emerging opportunities in the industry.
Sphere is providing a space for topics like these and many more to be discussed with resources, tips and updates being exchanged among marketing professionals. Discover Sphere to find out more.