The Importance of the “Resources” Section Steve Piper / May 21, 2022 / On Our Minds CyberEdge works hard to produce world-class content for our tech vendor clients, including white papers, product brochures, case studies, explainer videos, research reports, and much,… Read More >
The Solution Brief: Product Marketing’s Swiss Army Knife Steve Piper / March 12, 2022 / On Our Minds The vast majority of sales tools promoted by tech vendors are clear cut and well-defined, such as datasheets, customer case studies, white papers, eBooks, and… Read More >
The Forgotten Opportunity Forecasting Outcome: “Closed – No Decision” Steve Piper / February 5, 2022 / On Our Minds Most tech vendor sales teams forecast opportunities (i.e., prospective sales deals) within their customer relationship management (CRM) platform, such as Salesforce.com. The outcome is usually… Read More >
Five Tips for Tracking Accurate Win/Loss Statistics Steve Piper / February 4, 2022 / Market Research Many high-tech vendors are able to generate win/loss reports from their CRM system (e.g., Salesforce.com), but they rarely pass the "sniff test." In other words,… Read More >
New to the IT Security Industry? Here’s What You Need... Steve Piper / January 15, 2022 / On Our Minds Anytime you join a new IT industry, there’s always a learning curve. But many, if not most, would agree that the IT industry segment with… Read More >
The Impact of COVID-19 on Enterprise IT Security Teams Steve Piper / October 28, 2021 / Industry News & Events The Coronavirus disease of 2019 (COVID-19) was first identified in December 2019 in Wuhan, China and has resulted in an ongoing global pandemic. In less… Read More >
Product Management vs. Product Marketing: What’s the Difference? Steve Piper / October 8, 2021 / Tips of the Trade I’ll admit it. When I started working for my first technology vendor, Citrix, back in 1996, I had no clue about the difference between product… Read More >
The Cybersecurity Industry’s Most Frequent Typo: On-Premise vs. On-Premises Steve Piper / October 1, 2021 / Tips of the Trade Throughout my 25+ year career in the IT industry, I’ve developed a significant pet peeve – cybersecurity vendors incorrectly saying “on-premise” when they really mean… Read More >
The Ultimate Sales Playbook for Cybersecurity Vendors Steve Piper / September 17, 2021 / Tips of the Trade An effective sales playbook is essential for any cybersecurity vendor sales team. It’s more than a series of call scripts and selling sheets. It’s a… Read More >
MQLs vs. SQLs – What’s the Difference? Steve Piper / September 10, 2021 / Tips of the Trade Generating quality leads is vital to every cybersecurity vendor. Yet studies show that 61% of B2B markets struggle in doing so. The process of gaining a qualified… Read More >
5 Elements of Compelling Cybersecurity Infographics Steve Piper / September 3, 2021 / Tips of the Trade Reaching people with a message in the cybersecurity industry is often as much about the medium as it is about the message itself. If you pick… Read More >
5 Marketing Metrics That Every Cybersecurity CMO Should Track Steve Piper / August 27, 2021 / Tips of the Trade How well is your company’s marketing functions performing? Do you know for sure or are you just guessing? Marketing is an investment with the potential… Read More >
