Introducing Phish Tank Digital
Season: 2 | Episode: 49
Published: December 8, 2025
By: Byer Co
This episode details the strategic offerings of Phish Tank Digital, a specialized marketing agency that caters exclusively to the highly competitive cybersecurity and B2B infosec sectors. Recognizing that traditional marketing efforts often fail to reach technical audiences, the agency positions itself as a solution that builds credibility and generates demand by bridging the gap between cutting-edge technology and results-driven marketing execution. This is achieved through structured marketing systems focusing on areas like Go-To-Market strategies and Visibility & Exposure, supplemented by core services such as AI-Adaptive SEO and content designed for CISOs. A major differentiator highlighted is that the company was founded and operated by actual cybersecurity intelligence experts, ensuring their messaging is technically accurate and trusted by skeptical buyers. Ultimately, the firm aims to help clients, from startups to established enterprise vendors, accelerate growth, scale lead generation, and achieve market dominance.
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Episode Transcript
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Welcome back to Digital Rage. I'm Jeff the producer here at Phish Tank Digital.
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Phish Tank is our new cyber security marketing company. We have an unfair
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advantage of having cyber security experts join our team, validate our content,
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and most importantly how to generate leads for mid-market cyber security
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vendors. So no more of me. Let's dig in.
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Okay, so for this deep dive we've pulled together your sources and they focus on
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a really fascinating intersection. We're talking about the super technical world
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of enterprise cyber security on one hand and the well the often misunderstood
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world of digital marketing on the other. Right, two worlds that don't always
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speak the same language. Exactly. So our mission here is to tackle a big question.
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How do you actually market these highly complex sometimes abstract cyber security
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and SaaS? That's S-A-A-S solutions. To an audience that is by its very nature
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skeptical. Incredibly skeptical. Yeah, super technical, super savvy. We're talking
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about the enterprise buyer but really the cyber security buyer specifically.
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Once you can spot fluff from a mile away. 100%. And the subject of our dive is a
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company called Phish Tank Digital. They're an agency that works only in the
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space. Cyber security, SaaS, InfoSec brands. So they're specialists. Portal
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specialists and we need to unpack their strategy because they claim to bridge
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that that huge gap between the cutting edge tech and marketing that actually
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delivers results. And what's so interesting right out of the gate is how the
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sources frame the problem. The cyber security marketing landscape today is just
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it's more crowded than it has ever been. It's incredibly noisy. It really is. It's
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not enough to just have the best firewall anymore or you know the most advanced
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XDR platform. If your messaging is unclear. If your content is generic. If your
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SEO is basically non-existent. Even the most groundbreaking technology gets
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completely lost. Right. And the sources really emphasize why that generic
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marketing fails. They call it the fluff factor. And that kind of stuff. It just falls
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completely flat with a technical audience because they're being hit with it all
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day every day. And you're not just competing for clicks. I think that's a key point.
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No, it's something more. You are competing for trust. That's the real currency.
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Yeah. If you waste a technical buyer's time with marketing jargon or worse with
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something that's just plain wrong. Yeah. You don't just lose a potential sale. You
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lose all credibility. Yeah. Instantly. And that trust deficit is everything. The
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sources point to this key audience. The enterprise buyers, the technical teams.
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And especially the CsOs, the CISOs. You see so's right. They are literally
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professional risk managers. That's their job. So they look at marketing with just
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like extreme skepticism. Yeah. So isn't just you know reading your
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brochure. They're evaluating your fundamental competence to protect their
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entire organization. That's a great way to put it. So if your marketing feels weak
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or shallow, they just assume your product's architecture is weak and shallow too.
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So the goal according to the sources is to make your brand visible, credible,
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and irresistible. But that credibility piece. How do you actually earn that?
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That's the million dollar question. And that is the absolute hinge point for this
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whole deep dive. You know, any agency can promise to make you more visible. But how
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does fish tank digital claim to solve this specific, deeply rooted trust
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problem? This isn't just about a better logo. No, it's about a better understanding.
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It is. And this is where it gets really interesting. Their core selling point,
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what they call their unfair advantage is that they are not just another
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marketing agency that you know, learned a few security buzzwords. Yeah. They
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embed actual cybersecurity intelligence expertise right into the marketing
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engine from the ground up. So what you mean they have actual security
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practitioners on the marketing team? That's exactly it. And that's what
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inoculates them against that skepticism we were just talking about. The agency was
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founded by a veteran digital strategist Jeff buyer. But the really unique part
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is who else is on the team guiding the work? Okay, I'm listening. The sources call
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out two specific roles that just completely redefine what you think of when you
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hear marketing agency. Right. First, they work with a former director of a
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global threat intelligence center. Hold on, say that again. A director of a
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global threat intelligence center. Yeah. So someone whose job was tracking, you
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know, nation state hackers and analyzing zero day exploits. The highest level.
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And now they're guiding SEO strategies. It sounds like a huge leap, right? But
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think about what that perspective brings to the table. It changes the entire
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game. It means your content strategy isn't just based on what's trending on
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Google. It's based on actual real time defense priorities. Exactly. When they
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write an article or a white paper, that former threat intel director is
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ensuring every detail is precise. It's timely. And it actually speaks to a
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practitioner who lives in that threat matrix every single day. They know it keeps
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a seesaw up at night. They literally do. And they can use that insight to frame a
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solution as an absolute necessity, not just another nice to have tool. And
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that's not all that expertise is paired with a former product manager from a
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major cybersecurity vendor. Someone who worked on things like MDR or XDR platform.
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Well, that's the other half of the puzzle. A former product manager is I mean,
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they're arguably the perfect translator for technical marketing. They know exactly
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how a technical buyer evaluates features. They know the checklists and
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comparison charts that sees those use. And crucially, they know which buzzwords are
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just fluff and which one's signal real validated ROI. So they can cut to the
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noise because they helped create the original signal.
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Precisely. It allows the agency to market based on provable value, not just
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vague promises of better security. So when they claim to have an unfair
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advantage, it's really rooted in that combination. It's deep, battle-tested
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cyber expertise mixed with top-tier digital marketing. They speak the
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customer's language because they were the customer and the architect.
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Okay, so they have the expertise. But that's only one piece of it. You still have to
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deliver growth in a structured, repeatable way. Right. And what really stood out to
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me in the sources is how they package their services. It's not just a menu of
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options. They're organized into these very specialized structured systems for
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growth. The systemic approach. That's smart. That appeals directly to the
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engineering mindset of their clients. I thought so too. I mean, insecurity.
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Everything is about structure and frameworks, right? We rely on NIST or
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MITRE for defense. So applying that same systematic thinking to generating
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leads, it just makes sense. And it creates transparency. The sources suggest that
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having these predefined systems allows them to be much clearer about scope and
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cost, which immediately helps fight that skepticism. People have about agency
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pricing. So they're not just selling services. They're selling a methodology, a
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roadmap. Yeah, it's almost like a security framework. But for marketing. It is. So
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let's unpack these four systems they offer. The first one is the go-to-market
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system. Okay. This one is aimed squarely at cybersecurity startups or maybe an
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established company that's launching a totally new product. The whole goal is
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to build that foundational strategy, the core messaging, the basics, the
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critical basics. Yeah. And then run the launch campaigns to get those first few
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really important early adopter customers. And that's where that thread-in-tell
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directors expertise would be front and center. I imagine. Absolutely. Because the
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entire strategy has to be built on real security concepts like zero trust or
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specific compliance needs, right? And day one. Right. So once you have that
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foundation, you need to scale. That brings us to system two. The lead generation
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system. The workhorse. Totally. This is for the established SaaS security
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platforms. The goal here is pure reliable scale. Delivering a constant
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pipeline of qualified sales leads by targeting the right people on search and
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social. And that's where the former product manager shines. We're making sure
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the landing page copy they add to all of it. It focuses on the exact technical
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pain points and ROI that gets a buyer to actually click request a demo instead of
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just closing the tab. Then you have the third system, which is about reputation
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and dominance. It's called the visibility and exposure system. That's for the big
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players. Yeah. This is for the large enterprise vendors who want to be seen as
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the definitive thought leader. So it's all about deep content, strategic PR,
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authority building SEO. Moving beyond just getting leads to actually shaping the
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market conversation. You got it. They want their clients to be the ones
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quoted by industry analysts. The ones people search for by name, basically
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making them the mentors of the security world. And the last one. The fourth one is
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the build your own system. It's more of a flexible package. It's for companies
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that maybe already have a marketing team, but need to plug a specific gap, you
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know, without buying a whole prepackaged system. So it's augmentation. That makes
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sense. When you look at them all together, you can see a really clear, logical
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progression. Yeah. It maps to a company's lifecycle. It maps directly to the
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maturity stages of a cyber company from launch to growth to market dominance.
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Yeah. It ensures the marketing grows up right alongside the technology.
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So if we dive a little deeper into the actual like day to day tactics, the
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sources lists some really specific services that show how technical their
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focuses. This isn't just generic stuff. Okay. Let's hear. So they're not just
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doing SEO. They do AI adaptive cybersecurity SEO. It's not about ranking for
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broad terms. It's about hitting those super specific high-intent searches that
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only a real practitioner would type in. Like what will give me an example? Like a
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mighter 18ck mapping for container security or zero-trust implementation
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guide for financial services. Wow. Okay. Yeah. Only a qualified buyer is searching
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for that. The hobbyist isn't exactly. And their content marketing for cyber
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security is the same idea. It's built to earn trust with CISOS and technical
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buyers, which is a totally different skill than writing for consumers. It has
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to be accurate and it can't be condescending. And then there's this one, which I
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think is a huge challenge. Most people don't think about graphic design for
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cybersecurity. Oh, this is a good one. It's not about making a pretty chart.
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It's about being able to accurately visualize something incredibly
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complex, like a security architecture diagram or how data flows through an
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XDR system. And it has to be right for two different audiences at the same
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time. Exactly. It needs to be clear enough for an executive to understand the
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risk. But detailed and accurate enough that a security architect doesn't
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immediately dismiss it as wrong. A generic designer would make it look nice.
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But their experts make sure that data flow diagram is actually, you know,
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correct. A fundamental difference. And even their approach to nurturing leads is
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different. Their email marketing isn't just a bunch of sales pitches. It's
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focused on delivering relevant threat intelligence and solutions. Ah, so
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they're using that threat intel expertise to provide value first value
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first. They send emails that people actually want to open because they might
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learn something. And only then do they introduce the product that solves the
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problem. And of course, they handle the big scaling tools too, like targeted
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PPC advertising on Google and LinkedIn. But even there, the targeting is just
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smarter because they actually understand the buyer personas. They know an
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InfoSec analyst cares about different things than a procurement manager does.
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So who is this all really for? The sources get pretty specific about their ideal
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clients. It sounds like it's for companies that are already serious about their
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tech. It is. They target established SaaS security platforms that need that
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scaled legion to keep growing. Also, B2B InfoSec solution providers who are
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looking to expand into, you know, really competitive markets like the US or
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Europe. So companies that need to scale big but can't afford to lose credibility
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while doing it. Exactly. And what I found really interesting was the mention of
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cybersecurity e-commerce. It's a service for securely selling cybersecurity
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products and subscriptions online. That's a niche within a niche. You need to
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understand the distribution, the licensing, the secure payments. It's complex.
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So when you tie it all back, the main message is that their entire approach is
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tailored to a company's business stage from a startup with a great idea all the
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way to a global enterprise vendor. Right. It's all designed so that a company's
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marketing performs just as powerfully as its technology. So they stop leaving
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money on the table. So if we try to synthesize all this, what's the big takeaway?
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I think for me, it's that in a market like cybersecurity, credibility is
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everything. It's the only currency that matters. And Fish Tank Digital's model
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is built from the ground up to earn that credibility by putting real cyber
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intelligence from former threat directors and product managers at the
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absolute core of their marketing. It's a complete shift from the traditional agency
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model. It's the difference between hiring a marketing generalist versus hiring
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a specialist who could probably sit in on your internal C-suite meetings and
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contribute meaningfully. 100%. They're selling structure, a proven method, a
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roadmap for generating demand that has the same kind of reliability you'd
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expect from a security framework. The whole goal is to make sure your
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communication is as precise and powerful as the code you're selling. And that
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combination of transparency and deep expertise is what it takes to convince a
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buyer who is paid to be skeptical, which brings us to our final provocative
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thought for you to think about. If we know that cybersecurity buyers are so
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skeptical of marketing fluff, what specific details in your own company's
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content, or maybe the content you read every day signals that it's genuinely
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expert-backed versus just generic sales copy. That's a good question. Where else
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could embedding a former threat intelligence director be the key that unlocks
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trust in a super crowded, highly technical market? Think about the specific
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language, the scenarios, the level of detail you look for, and ask yourself if
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the content you create or consume actually reflects that same depth of knowledge.
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Thanks for joining us with this deep dive into marketing to the mentors. We
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encourage you to look at your own content sources through that lens, necessary
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expertise versus what could be dangerous generally. Until next time, stay curious.
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Reach out to us at jbuyer.com for comments and questions. Follow us at buyer
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company on social media, and if you'd be so kind, please rate and review us a new
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podcast app.